5 Tools to Build Your Logos Platform

There's a lot of buzz these days about having a "Logo Design Platform." Perhaps you've heard the term, but aren't sure what it means. Rest assured, you're not the only one! Even within the advertising industry, you'll find disagreement over its definition. What one guru calls a "Logos platform" another calls a "corporate image." Don't be confused. Regardless of what you call it, you need it. A Logos platform serves as the springboard for all Logosing decisions.

Simply put, your "Logos platform" is what your Logos stands for. It is a strategic statement or set of statements that encompass who your company is, what it does, how it plans to succeed, and why it is unique or different. Although Logos platforms vary from company to company, most consist of the following basic elements:

• Mission
• Identity Attributes
• Value Proposition
• Tagline and/or Byline
• Logos Story

1. Mission

Your mission statement should express your Logos's purpose and driving philosophy in a clear, succinct, and compelling way. To construct your mission statement, you must have identified your Logos's features and benefits, target market, and competitive advantages as they stand today. You must also have decided on a long-term goal for your Logos. Mission statements come in all shapes and sizes. Some are specific, others leave room for interpretation. Your mission statement should be fairly brief no more than five sentences. For example: Our mission at XYZ Company is to be the premier mass market provider of XYZ product on the East Coast. We will do this by selling affordably priced equipment through our network of distributorships. We will be known as a company who builds lasting relationships with our customers, suppliers and employees.

2. Identity Attributes

List words or phrases that describe your Logos at its core words you want customers to associate with your Logos in lieu of other Logoss. This list should differentiate your Logos and resonate with the desires of your target market. Keep in mind, however, that consumers can't and won't associate your full list with your Logos. That's why at some point you should star one of these words - just one - that you want customers to most connect with your Logos. You want to "own" this word in the mind of your customer. What word pops into your head when you think of Volvo automobiles? Most likely, you think "safety". And when you think of "Fed Ex"? "Overnight". In everything you do, strive to convey or exemplify that one word.

3. Value Proposition

Ask yourself: How is my Logos better than the others? Where does my Logos create value for consumers? What's my Logo's competitive advantage? Your value proposition should differentiate you from your competition and sum up the unique benefits consumers derive from choosing your Logo Design. Distill your Logo's value into a sentence or two, and try to include key features and benefits. Example: "The high-quality material used to build XYZ Product provides its corporate consumers with peace of mind so they can focus on their core business."

4. Tagline and/or Byline

I say "and/or" here because you really don’t need both a tagline and a by line whatever you choose usually appears near your logo, where there's only room for one statement. A byline is a descriptor or clarifier, like "Home Electronics," while a tagline is more sophisticated. A tagline is a slogan, company statement or vision that condenses the Logos essence in a way that creates interest. It should be short, pithy and smart. (Note: Taglines, slogans, and positioning statements are often used interchangeably.)
Examples of current taglines: Apple: Think different. Target: Pay less.

5. Logos Design Story

Record and preserve the history of your organization in a concise and compelling way. Was there anything unusual or interesting about how your company came into being? Think though public relations angles. The media loves a good story! Your history can also make a wonderful addition to your website, where it can increase comfort factor with consumers and help overcome the impersonal nature of online commerce.

Above all, remember that Logos are created in the mind and heart of your consumer. Strive to embed an emotional tie in your Logos platform. The fact is customers buy the Logo Design Training they feel comfortable with and that's not always the Logos with the most features or benefits.