Logo, Color Scheme All Draw Awareness to Your Company

Keeping elements consistent in advertising will allow customers to easily recognize your plumbing company

Logo, Color Scheme All Draw Awareness to Your Company

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One of the most interesting things I got to be a part of while in college was going behind the scenes with large corporations and seeing how they create and maintain a solid brand.

Doing great work can earn you a living in the plumbing industry but getting to the next level and allowing multiple employees to earn great livings, expanding your business, creating a profit environment, and standing out from your competition requires a strong brand. Here are just a few tips I picked up while dealing with larger corporations and their branding people.

CONSISTENCY

I cannot stress enough how important brand consistency is to dominate your marketplace. It is almost like cheating once you wrap your head around it. Many businesses do a boatload of marketing, but overload their advertisements by cluttering it with verbiage and details, not always using the same layout, the same colors, the same fonts, etc. By randomizing your advertisements, you are turning your brand into camouflage.

The human brain is very visual and picks up consistencies. I could sit down with 50 slides of different advertising layouts with color schemes, with no logo, products or services and guess which brand was running the ad.

Is it the same with your business? I bet not. The layout, colors, types of pictures, logos, fonts and so on are the most important things in brand awareness. The only way to make them call your company is to have brand recognition and be at the top of their mind when their plumbing malfunctions.

BRAND VISION, TONE AND EXECUTION

You must look at your brand in two respects. The first is a piece of art. What do you want someone to think of when they see an advertisement, letter, uniform, van, etc. Strength? Professionalism? Seriousness? Old-fashioned? New and improved? Lighthearted? Good vibrations?  Friendly? Hard-lined? You must make everything you do reflect the tone that you want your brand to have and you need to make this come across consistently. From the type of font you choose, the logo you select, the colors, the layout of your van wording, and other marketing pieces.

To cast a broader net, steer your brand away from controversial or objectionable content, sexual references and harsh language. Stay consistent with strong, family-oriented and consistent branding.

LOGOS AND COLORS

Look at your brand like an NFL team. What is your logo going to look like and how easy is it to recognize? What is your color scheme going to be?

The most successful brands reap the rewards for being remarkably simple, bold, and easy to remember. The Wal-Mart smiley face, the Apple apple, the Nike swoosh, the McDonald’s arches and the Starbucks mermaid, are all examples. You will not find too many easily recognizable brands with intricate and elaborate logos.

You should also consider having logo elements to go along with your main logo. These are smaller design elements that you can use on different types of advertising. Try to limit these alternative logo elements to two or three. For example, if part of your logo has a shield as part of the main logo, you can put that shield on different aspects of marketing where a full logo with plumbing, heating and air conditioning doesn’t make sense.

Work with a professional on the typeface — a family of fonts — you are going to use and use those fonts on everything you do. Never put out a piece of marketing without first using your selected typeface. Put it on your vans, your invoices, your logo, your press releases, your newspaper ads, your social media pages, put it on everything; consistency is of the utmost importance.

You should also make sure the details are consistent. Make sure that the width and height of the logos are consistent on every ad.

DESIGN AND LAYOUT

The layout and design of your media must also remain consistent. Believe it or not, most of the world’s largest brand executives pay more attention to the layout than they do the actual content. Most brand executives do not even work on the “copy” of what an ad says. That is how important the layout is.

As an example, make sure that an 8 1/2- by 11-inch brochure is always laid out with the top ¾ of the page in a light red, the bottom quarter of the page in a darker red, separated by a very dark red line — the red separating line 0.25 pixels thick spanning the entire width of the page — the logo should be exactly 2 inches wide properly scaled, and the proper typeface for headings, with your body typeface as the body text.

This brochure page would have one alternative variation- and you would make a set of models for landscape format, as well as trifold brochure layout, newspaper-size layout, television layout, invoices, van wraps, etc. for nearly every type of brand ad.

This level of detail is what makes a human brain immediately remember and recognize at top of mind your brand versus those companies who are running random and ineffective advertisements. No one will remember your $99 drain cleaning special, but they will remember mascot, logo, color scheme and business name if you remain consistent with your presentation details.  

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Anthony Pacilla has been in the trades since he was 9 years old (family business). He started cleaning toilets, mopping floors and putting fittings away in the warehouse. As he picked up skills, he would add becoming a ground man and laborer. When he was ready, Pacilla became an apprentice and then a journeyman plumber. He graduated college with a business and economics degree and immediately wanted to come back to work in the family business. A few years ago, Pacilla become a licensed master plumber. To contact Pacilla, email editor@plumbermag.com.



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