The media landscape has changed, bringing with it a new perspective and more advantages for small to medium businesses.
What it means for You
Traditionally, when a business wanted to reach potential customers, the owner would go to the media outlets: newspapers, radio, television. Each is made up of a large body of subscribers, listeners and viewers owned by separate media companies. It's an outside-in approach. You rent daily space on their network with the intent to reach a small percentage of a larger audience that is your market. Your ad is created by their art department, and then you pay a premium to run the ad per day. The ad is secondary to their main purpose, which is to deliver news or entertainment. It's cost prohibitive for a small business to do enough advertising to make a campaign effective. Even at best, it's difficult to sustain.
Just say the word- trademark- what do you see? The letters T and M in superscript with a little circle around them? Do you think of the world’s biggest trademarks out there: Nestlé, Apple or Exxon-Mobil?
When you are looking to develop a trademark and ultimately brand your business, it is critical to find an image, name or typeface that is visually appealing but it also relates to your business’ purpose. No doubt when I mentioned the three of the world’s most valuable companies you pictured their logo, their products or recent press coverage just because I said their name.