Using your logo or status to market a new product

Have you established your status in the market? Do people see your logo and immediately connect that with a product? If not, you have some serious work to do. Visual elements are a major part of your company's identity in the market. Having a good logo isn't the only way to market a new product. You need to have a good reputation or status in the market. Think of some of the most successful companies out there in the market and how long it took for them to gain their status.

Many companies believe in partnering with other companies who have an established reputation in the market. This is a great idea for smaller companies because it shows that this respectable company believes in them and they should too. A couple years ago, Nike and Apple teamed up to produce an Ipod Shoe. This was a wonderful invention for both companies. It not only increased the profitability of both companies, but they used their logos and status to market a new product.

Visual Vocabulary
How the image of your company looks is crucial to its success. When marketing a new product the visual interest of your logo help to tell your companies story. It is easier for people to understand graphics than words alone. Using your logo automatically tags your product to a good or bad experience they have had with your company.

It has been said that customers tend to form an emotional bond with your brand if you use more graphics. A great way to market your new product with your logo is to make your company look more professional. If you add color, shapes and font styles to your existing logo, people will notice and catch on to the direction you are heading. Make your logo consistent; you can change colors, but make sure it is the same logo. Being consistent to your customers is vital; looking back to Nike, how often has the "swoosh" changed? Never.

Gaining Status in the Market
Have you spend the time to gain a good reputation in the market? If not, your in trouble. It's hard to use your company status to market a new product if no one knows who you are. If you are in this boat, you need to sit down with a team and start working on ideas of how to gain status in the market. Here are some tools to help you get started:

•  What is your most successful product? Does it have a good reputation?


•  How can you promote your image to the market with your product?


•  How is your customer service department? Do you satisfy your customer's needs if there is a problem?


•  Are you a branch of a larger company? How can you partner with them to establish your status in the market?


•  Who are your competitors? What strategies do they use?


•  Can you partner with another company who has "status"?


•  Think of your customer's needs. Why would they pick your product over a competitor?

Once you have worked out all the kinks on establishing your status in the market, it won't be too hard to combine that with your logo to market your new product. Like we talked about earlier, having a partnership with another company is a great way to get started. Have your marketing team come up with a good marketing strategy and go ahead and hit the ground running. It is easy to market your product with just a logo. Look at the "jump man" logo for instance? You see that and think of Michael Jordan and of Nike. Brand your company's logo with your new product and you will see success!

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