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Simply put: if you’re a watchmaker, put a watch in your logo, and word “watch” in your name and your tagline or slogan. When you’re selling services picking a logo can be trickier, but it can be done. UpMarket Content’s logo is a scroll and pen. Just make sure your logo communicates what you do, rather than something foolish like a black rocket for an advertising agency.
Yet while branding usually enhances direct response, you should not hesitate to sacrifice branding if it hurts your response. If you find that a different tagline or font does significantly better in getting responses, run with them.
2. When you actually do have opportunity to impress your brand on same person dozens of times over course of an average month.
For branding to work, you don’t just have to maximize total exposures, but exposures to unique individuals. Let’s be absolutely clear: in terms of branding, exposing 1,000,000 people to your brand once each is infinitely less valuable than exposing 1,000 people to your brand 1,000 times each. You have to maximize exposures to same individuals. Aim for a hundred exposures per individual if you want to really enter people’s consciousnesses.
Of course, it may take far fewer than a thousand individual exposures. If someone is sitting in front of your branding advertisement for more than a few minutes, they may in fact be exposed to it dozens of times, each time their line of sight crosses it. But this kind of long-term exposure is likely going to cost you more.
How can you ensure that your brand advertising will maximize your brand exposure per unique individual? Place your brand advertising where users will come back often to see it. For instance, a banner on a website that has a strong following of returning users, or an advertisement on local diner's placemat.
Even when branding does make sense, direct response will often also make sense, so you should combine two if possible. For instance, at bottom of a banner advertisement with your logo and tagline looming large, put a button labeled “get more information.” Or, underneath your businesses sign, put a telephone number with an offer to get more information.
Because if they never visit or call, who cares if they have your logo burnt onto their retinas?
Joel Walsh is a professional content writer and founder of UpMarket Content, whose site has information on promoting your business with great website content: http://upmarketcontent.com [When posting on the web, please hyperlink this text as the visible anchor text: "website content"]