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I recently came across this video about…

Twenty Tweetable Truths About Magazines

My general rule and belief is to keep a recognizable logo that has been used with the public in a recognizable fashion, the same, or at least similar in look and style. If your company has a logo that really does not tell your story of the services and products you offer or you simply don’t have a defined look used traditionally in the past, then you may have a good opportunity to “change” your brand identity. This change in such case would actually be developing a new brand or identity that people can relate to not necessarily changing it.

I believe it is a good rule of thumb to keep the recognized “look” and feel of ones brand similar to what has been already established. This will help keep stability and unity in all areas of your services offered and networking established. As well as keep name recognition among current and prospecting clients.

This being said, there is much validity in keeping your “business” current with the ever-changing market of business and technology. This meaning that a good “redevelopment” or “makeover” may be necessary and an essential exercise in keeping current with the business world.

There are many ways in which we could take an existing logo and simplify it (simple certainly can and usually is better) and/or update it to be more in line with the trends of today. My belief is keeping with a “foundation” that is recognizable already in the community, but energizing it with a new fresh approach. This would help create excitement, evidence of continued growth and commitment to change in an ever-changing environment.

I recently came across an article that defined areas in which to think about when looking at redeveloping a company’s logo.

It will happen many times over the lifetime of your new logo. You take a look at your business card, and the corporate identity design you were so proud of a few years ago, simply doesn’t have the same oomph. It looks a little tired. Or maybe it was created under a time (or budget) crunch that precluded a complete or thorough work up. Whatever the reason, here’s the bottom line – you’re sick and tired of your logo and want to change it. Bring it up to speed. Can this be done? Certainly. Are there risks involved? Absolutely. Do we recommend changing your logo design in mid-stride? Well, yes. And no.www.thelogofactory.com,

You should read the whole article.

I believe this is very important in establishing good relationships with current clients and possible prospects. I believe we should also keep in mind not to take “custom marketing” too far that it just becomes another form of mass marketing to a large audience. This ironically becomes non-personal in irrelevant to your audience. Its sort of a catch twenty-two. I have certainly been enlightened by our friends at Brandswag about making sure to provide valuable to relevant content and to foster strong relationships with personal interaction and dialog. Certainly a lot of this can be done with social media, but I also feel other avenues such as printed collateral… i.e. hand written notes, personalized letters or eBlasts – or even a good old phone call; can help bring personal touches to our relationships in business.

We so many times, myself included, get caught up in “telling” our audience what we are doing and/or can do – instead of spending some time “giving” valuable information, resources or ideas to help make their business more successful. I believe these relationships will help encourage loyalty, commitment and just plain excitement in collaborating and networking together in similar areas of business and interest.

Here is an excerpt from the article I read on pubexec.com

Marketers poured more money into branded content in 2009 than ever before, according to a study released by the Custom Publishing Council (CPC). The annual study showed that spending on branded content totaled $1.8 million per company, with 51 percent of that total being spent on print publications, 27 percent on Internet media and 22 percent on categories such as video or audio, which were measured for the first time this year. 2009 spending was double that of 2008 and the highest amount since the CPC began conducting the survey in 2003. Read More...

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