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Exposing a Brand Black Hole

For both seasoned entrepreneurs and new business explorers there is a common ground, a wide black hole, if you will, that we all must traverse. In some cases it’s a process chock full of decisions and designs attempted and hashed out by brilliant young innovators and wise veteran marketers over the course of many months.blackhole_diet

Even more frequently in today’s business market, it’s a journey by a sole owner and their favorite web design tools crunched into the, too few, spare hours. You’re probably catching on, solving the riddle – getting the picture. The black hole, the cavernous struggle of every brand, is the logo.

Consumers eyes were opened to this behind the scenes branding battle during the recent controversy over the one and only Yahoo!’s new logo reveal. After airing 30 days of brand new logo designs, or 30 days of clicking on a different font, Yahoo! finally announced their official new logo design and sparked controversy web-wide over which design should have been chosen.

Owners and entrepreneurs at every level of the web based business ladder have been paying studious attention. Why? Certainly not, because Yahoo! has produced the most striking of all logos, but because web chatter, and use of Yahoo! brands has skyrocketed.

We’ve got our heads up and our business sense tuned in because Yahoo! just completed a wildly successful brand promotion campaign without outsourced advertising. In English, a brand’s logo has the potential to be its most successful, by far, advertisement, and it’s only continuing campaign.

This is the part where we say, that’s nice for Yahoo! but how does it compare to the companies who don’t have such worldwide recognition and powerful consumer history? Because, my fellow entrepreneurs, a century old business or a week old startup can rapidly achieve the success of worldwide recognition and a flocking consumer following, skipping nearly every other game of brand promotion, if they hit the sweet spot, the perfect, permanent logo.

firm_eyes_prospects_in_webchatter_jpeg_size_xxlarge_letterboxOr they can aim, and fall far short of success, dive straight into the black hole of business with a logo that is unlovable by the masses. So what’s the secret? How did Yahoo! achieve recent explosion in web presence simply by redesigning their, rather plain and simple, logo? You actually read the “Aha!” phrase a moment ago. Yahoo! struck logo pay dirt by creating overflowing veins of web chatter.

A brand’s logo, the identity of an entrepreneur or a startup, is successful when it provokes consumer conversation. A logo’s purpose is to break the ice, start a convo, and keep it going. Yahoo! nailed it, not because of clever new design technique, or a masterpiece of fonts and colors, but because they launched a public, transparent process to redesign their logo with the world watching.

I’m willing to bet that we’ll see more and more plays on advertisement with companies running their own “30 Days of Change” campaigns; I’m hoping the movers and shakers of the business world will bring their own creative flare and take logo design public in their own ways. Here’s hoping that all those whose businesses are aimed at the black hole will soar over it, spark positive, explosive web conversations about their brand and launch a consumer-hashed logo to be proud of.

Shirley-Robinson_2Shirley Robinson is a web based entrepreneur and a dedicated freelance writer with an interest in business, literature, history, family and parenting. Based in the Savannah, Georgia countryside she enjoys a rural writing setting on the edge of the charming Southern city. You can connect with Shirley through her small business, a shop of handmade décor, here:     A Bow For Mama. You can also tweet with Shirley about freelance writing and more via her personal handle: @ShirleyRobin_FW . Shirley writes most often about independent business, handmade products, and occasional Do-It-Yourself bursts at The Indie A-List Blog where she is a regular contributor.


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