A friend and I had an interesting discussion recently that led us to question the importance of Logos and Branding in general and Online Branding and E-commerce in particular. Is it still relevant in today’s business environment – market monopolies and the culture of consumerism (where people know exactly what they want) – seemingly making the whole purpose of having a Logo and branding campaigns irrelevant?
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The answer? From the iconic FedEx Brand, known for its simple yet effective brand design to the more complex Apple’s bitten apple conveying the biblical idea behind man and temptation some of the world’s most successful companies like Nike, Starbucks, McDonalds and IBM have in the past, and will continue to, invest greatly in their iconic logos and Brands. This is factually because Brand Marketing is one of the most effective and wide reaching ways to promote business across Marketing spectrums by engaging and alluring consumers with a Logo or the Brand’ s visual appeal which in some cases are also an insight into the quality and durability of the product being marketed.
Google’s recent evolution of its identity reaffirms the significance of companies revamping and redesigning their Logos, to keep up with the company’s evolving mission, technological advances, diverse inputs & needs and the way consumers are now interacting with Google’s services.
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While technology moves forward, new categories of devices and ways to interact and communicate have emerged with wearables and sport accessories like Fitbits, voice recognition software, and smart devices. These new devices have changed the way consumers interact with the brand, opting for an e-commerce platform and online purchases over the more traditional methods. Online Branding then becomes the marketing platform.
It is no secret that e-commerce has exploded, with sites like BestBuy.com, VerizonWireless.com, ToysRUs.com and BarnesAndNoble.com ranking among the top 10 e-commerce retailers in the U.S. It has truly come into its own and the industry has grown beyond the bounds of giants like Amazon. Today, many of the nation’s top retailers also rank as top ecommerce companies. From clothing to medications and supplements, technology to home furnishings, almost anything imaginable can be bought online and shipped right to a customer’s home.
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The goal of online branding is to have the marketing audience constantly identify with a brand by integrating online branding with the overall brand experience of customers in relation to a company, product, or other branded entity. How can you do this for an E-commerce Buisness you plan to set up?
The creation of a (Online) Logo Design is probably one of the basic requirements in setting up a robust Online Business. Several customized tools like Logo Maker and Adobe are now available to help you generate usable Logos for your business.
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Next comes the creation of your online space. Whether you sell online, on social media, in store, or out of the trunk of your car, services like GoSpaces can help you create your e-commerce platform and online stores. Sometimes the service of creating the Logo along with the online store creation are integrated, providing customer convenience and satisfaction.
Lastly, Website development is a key component of online branding as a website is used by companies and individuals to present products and services of a brand. Focusing on a website’s appearance, functions, and company message to provide a positive experience to visitors is all part of online branding