All posts in "Marketing"

How to Get An Amazon Badge On Your Product Listings

3 weeks ago

As an Amazon Seller, you’d want your products to stand out from the rest. It also wouldn’t hurt to at least have an icon that indicates your products are the most sought after in the Amazon arena—you know, just for the sake of it.

A few years ago, Amazon came up with the idea of rewarding sellers with a #1 Best Seller badge; an orange ribbon-like icon that appears on the upper-left corner of a product detail page. This badge serves as a hallmark for shoppers; it indicates which products have a higher ranking in terms of sales so that they can make a well-informed choice.

Under what criteria Amazon “hands over” this badge? Amazon’s focus seems to be on making major brands more available to customers. This is bad news for smaller sellers out there. One concern regarding smaller brands would of course be their reputation.

Amazon puts the customer first, and would not want to recommend products that customers may have a less than stellar experience with. This would damage Amazon’s reputation, and so they are understandably careful with the names that they put their own name behind.

There isn’t an established guideline that delves into the best practices to win badges effectively: Amazon keeps this secret to itself. However, we have some useful data that will help you learn more about how having a badge can help your Amazon product listing.

Types of Badges and How to Get Them

Skilled sellers, who’ve gained knowledge through hours and hours of trial and error, have earned their place in the summit of Amazon’s favorites by not only stepping up their marketing and customer service efforts but by refining the art of choosing the right keywords, and some of them have even shared their journey with new sellers.

Amazon’s Choice Badge

This badge was launched in 2015, right after the release of Alexa (a virtual assistant developed by Amazon). This assistant was first used in the Amazon Echo and the Amazon Echo Dot smart speakers. Through voice command, Alexa can search through Amazon’s Choice for Prime-eligible products and make suggestions to Prime members.

Amazon’s Choice products could be chosen based on several attributes. Positive product ratings, higher sales volume, reasonable pricing and favorable shipping speed are four features that we are almost sure play a big part. Lower rate of return and seller feedback may also factor into a product’s or a brand’s selection for inclusion in Amazon’s Choice. Based on observation, reviews don’t seem to be a huge influence here.

Nobody knows categorically how this program’s items are labeled. Amazon probably carries out this selection process by using an algorithm that is not available in the public domain, or even by Amazon employees. However, it is interesting how Amazon-branded items tend to have Amazon’s Choice badge.

(Google and Apple do not have the most ideal working relationship with Amazon; hardly over 20 Google products are sold on the platform. Therefore, don’t expect these brands to have the Amazon’s Choice badge.)

Amazon sellers have been known to play dirty now and again. One popular tactic that made the headlines a few years back is submitting fake negative reviews. By forcing a competitor’s review ratings down, a seller could get bumped up the ranks. If reviews are a factor in Amazon’s Choice, this practice could make a big comeback. Amazon sellers must be wary of this possibility and be sure to monitor their reviews carefully.

Amazon badge

Best Sellers Badge

Amazon offers shoppers a comprehensive list, that is updated hourly, with the best selling products. Contrary to popular belief, the Amazon Best Seller badge is not based on reviews, nor ratings, but on overall sales. This badge is available to all types of sellers – whether or not they use FBA (Fulfillment By Amazon) – and it is also based on an algorithm.

Since the list is updated hourly, products don’t tend to maintain the Best Seller status for more than an hour—unless you are beating the competition by the minute and you get to keep your spot for another couple of hours.

These are some of the things you can do to try to win this acclaimed badge:
1. improve your product images;
2. make your product information readable for your customers;
3. do your keyword research and use the best strategy that fits your needs;
4. keep your prices aligned with the competition’s; and
5. find the best category for your product.

Whatever approach you decide to take, keep in mind that keywords and listing optimization are your stepping stones towards high conversion rates.

Amazon best sellers

New Release Badge

Just as the other badges, the New Release badge’s purpose is to draw the attention of shoppers.

An active Amazon Seller, who even has a YouTube Channel, shared his experience on getting the New Release badge. Although the following recommendations are not set in stone, they can give you a general idea of what it takes an Amazon Seller to get the New Release badge:

1) Be on page 1 for your main keyword. I recommend using a giveaway launch service to fast track you to page 1 if you are not already there.

2) Your product must stand out. Your product has to be differentiated from the competition so that all the traffic that goes to your keyword sees your improved version of the product. This way it will lead to more sales from your listing.

3) You must optimize your title and keywords. Don’t be afraid to play around with these until you find the right combination. It took me a month of trial and error.

4) Beat the Best Seller. You will need to sell 1-1.5x the sales of the best seller for your main keyword. For example, the #1 seller for my keyword was selling 20 units per day on average. I was able to get the #1 New Release badge after selling 25-30 for 2 days straight.

Amazon hot sellers

Top Brand Badge

Amazon wants it to be easier for shoppers to find and buy major brands, especially for Prime users, leaving a lot of less well-known products out in the cold. Amazon just released a “Top Brand” badge, and although it’s still on a test period, its main objective is to help established brands stand out from small traders who offer products at a lower price.

For a long time, big companies like Nike and Adidas were unsure about listing their products on Amazon because they didn’t want to be competing with brands that were offering similar products at a low cost. However, times have changed and shoppers are interested in buying on Amazon not only to get a better price but because it is extremely convenient, even more so for Amazon Prime Buyers.

This badge allows brands that already have a name of their own to project beyond the surface; however, this doesn’t mean smaller brands shouldn’t have high hopes for winning the Top Brand badge. According to Wired, “Amazon takes two factors into consideration when awarding the honor: the amount of products a brand sells and how many different products they offer in the first place. In other words, companies that make a narrow range of goods, but sell a lot of them, are likely to be Top Brands.”

“New” Badge

This red ribbon-like icon is still on a testing period, and it’s Amazon’s latest attempt at labeling the newest products available for shoppers. An Amazon’s spokesperson recently stated that this program is being tested in “select markets for certain customers.”

The mysticism surrounding Amazon Seller Badges makes it difficult for sellers to understand what is that they have to do to be worthy to receive them. Yet, it is not impossible. Although receiving any of the badges mentioned above can do great things for your listing, remember that, in most cases, these aren’t awarded based on ratings only. There are many factors involved and you should also try to stay focused on optimizing your listings and make the best possible use of your keywords.

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6 Ways PPC Can Help Boost Your Ecommerce Business

a couple of months ago

The entire digital marketing space has become more and more dynamic, and crafting an effective ecommerce strategy has become increasingly valuable.

More and more businesses and customers have gone digital, as well, making pay-per-click (PPC marketing) more crucial than ever before.

Do you know that paid ads generate 65% more clicks than other commercial internet searches? By making simple changes in your ecommerce strategy, it will be easier to set yourself up for success.

In this post, we will talk about the six highly effective ways of how PPC can boost your ecommerce business.

Build Your Advertising Budget

In conventional online advertising models, placing an ad on a website is no different than placing an ad on a billboard on the side of the highway.

However, in billboard advertising, you would be “renting” space and still end up paying the space ad price whether or not that ad will increase your revenue or bring an ROI.

So whether that ad had ten or 10,000 engaged users does not have a lot of differences when it comes to the total ad costs. Meaning, you could be spending thousands of dollars on advertising, and yet you could not manage to attract a single user to your site.

Using the pay-per-click method is different. With this, you only end up paying for those users who clicked on your ads. So, if your ads will fail to generate a lot of engagement, and will be unsuccessful, the PPC model helps you avoid overpaying for ads that did not work.

Generate Leads

While lead generation is not exactly the first thing you have thought about when it comes to starting your PPC campaign, it is a highly useful tactic in letting your target audience know that these types of products exist.

This can be highly valuable on your end, especially if you are in a highly competitive market and are competing with giant brands.

6 Ways PPC Can Help Boost Your Ecommerce Business2

Build Brand Awareness

With hundreds of brands entering the market daily, your business must really work to improve its brand recognition. Your business needs people to recognize your brand for it to grow and flourish.

According to Voy Media (AdWords Company), “You can utilize PPC to target relevant keywords in your industry. That way, users that are searching for your keywords will continually come across your ads.”

Although utilizing general keywords will not help you generate more sales, indirectly, these keywords help boost your brand awareness and establish your brand as a leader in your specific industry.

6 Ways PPC Can Help Boost Your Ecommerce Business3

Drive Revenue Quick

If done the right way, PPC can pay off in helping you grow your sales and drive revenue to your business faster.

Many platforms help you generate more sales through PPC, and that includes Facebook, Instagram, LinkedIn, Google, and Twitter.

Choosing the right platform to run your PPC campaign depends on the type of business you are running, and where your target audience is likely online.

For instance, if you are selling handmade accessories for women, then you would find out that utilizing platforms like Facebook and Instagram probably works better. Again, it depends on what you are selling and who you are selling to.

Note that each of these platforms has its own ad section to build your audience, from lookalike audiences to demographics which lets you base their interests and behaviors.

Over time, you will be able to tweak those ads and targets, eventually letting you come up with an ad that is able to generate sales.

You do not have to stick to a single channel. For example, you can market your Google Ads, and then retarget users who have visited your site via social media.

The more places that your ads are being viewed by your target audience, the more will they likely convert.

Boost Your Ability to Craft SEO Content

If you are looking forward to boosting your organization’s presence online or build a successful ecommerce campaign, then most probably, you are thinking about crafting search engine optimized content.

SEO content is what will help your site on top of the search results, and ultimately gain a greater set of site visitors. SEO content usually adheres to specific guidelines, such as the writing style, length, the presence of certain keywords, and so on.

Using a PPC model lets you learn different kinds of keywords that work and do not work. Over time, this will drive you to create a kind of content that will inspire action from the user’s end.

Enhancing your online presence on the internet by using accessible and tested SEO content will enhance the likelihood of someone clicking through your ads. Once more people click on your ads, this also increases the chances for you to achieve your business goals.

6 Ways PPC Can Help Boost Your Ecommerce Business4

Provides You with Concrete Data

When it comes to creating a highly effective ecommerce marketing campaign, having concrete data is important. When you have an excellent data set, you can easily figure out what works and what does not, which will ultimately help you design a path that will let your business succeed in the long run.

Target a Specific Audience

It does not make sense to make advertisements for everyone on the internet to see, right? More often than not, your products and services are only applicable to a specific population.

So before starting your campaign, you have to be very specific with the audience that you want to target. What are their specific demographics, locations, likes, dislikes, and frequently used keywords?

PPC advertising helps you focus only with those that fit your target audience. Why? Because targeting everyone will let you spend more on ads than you would normally want to. It ensures that every dollar that you spend on advertising will go farther than it possibly can.

Over to You

PPC has a lot of benefits for your ecommerce business, helping you generate faster results by targeting the right people at the right time. It helps you bring more traffic to your site, without having to pay for ineffective ads.

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In-store Fitness Retail & Cosmetic Industries Get a Makeover with Modern Digital Transformation

a couple of months ago

As an avid online shopper and Amazon Prime veteran, I cannot help but notice the extreme lengths online delivery services will go to fulfill my impulse shopping needs.

I’ll never forget last New Year’s Eve when near tragedy struck when my dry cleaners lost the outfit I was planning to wear that night. I panicked knowing that my local mall would have been picked clean of outfits from other girls experiencing my plight. Somehow, the Amazon gods smiled on me and delivered a new sparkly dress to my doorstep four hours after clicking “Add to cart”, leaving me ample time to get ready for the big night.

The Amazon Retail Revolution has completely changed the narrative surrounding online shopping, making the concept of ecommerce not only completely normalized, but even preferable to the physical shopping experience.

The evidence is in the sales: ecommerce channels have steadily increased over the last several years, reaching $3 trillion globally in 2018 to comprise upwards of 15% of total retail sales. These sales have led to the widespread move for established brick and mortar stores to open online shopping channels as well as creating a thriving international marketplace for strictly ecommerce based companies to flourish.

As ecommerce has evolved to where anything and everything can be ordered online, its ubiquitous nature brings to light an interesting phenomenon. Some of the most lucrative digital businesses have been built off selling products that have traditionally needed an in-store experience: Cosmetics and Activewear.

Consequently, the digital marketplace for these two industries has exploded in terms of high public interest, incurred revenue, and market saturation.

The booming growth in both these digital industries seems counterintuitive: the nature of both cosmetics and fitness apparel products usually require an in-person shopping experience. Seeing firsthand how cosmetic formulas blend or complement skin tones is a typical requirement before purchasing. Similarly, compressive spandex apparel that clings to every centimeter of our bodies can be a sizing nightmare to buy without trying on first.

Despite the different nature of their products, both cosmetic and fitness apparel companies have utilized similar marketing strategies and business models that have helped them overcome the inherent pitfalls of their digital platforms. These methods have been so successful that several of the highest-grossing ecommerce brands across the entire marketplace stem from these respective niches, like Kylie Cosmetics, Morphe, Gymshark, Fabletics, etc.

Cosmetics and fitness apparel have been able to dominate the ecommerce world by using strong branding, social media credibility, and variability of product to bypass the traditional conception that these products need to be purchased in person.

Product Design Stressing Versatility

Ecommerce fitness and cosmetic companies do not shy away from their most glaring problem that their customers cannot interact with their products firsthand. In fact, they embrace this drawback through every step of their business model, starting as early as product design.

Rather than creating products intended for highly specific demographics like luxury brands (Dior, Chanel, Givenchy), ecommerce makeup companies prioritize designing versatile cosmetics that can flatter as many potential customers as possible. For example, most foundation or skincare formulas will be designed for combination skin instead of dry or oily. Eye shadow palettes will contain both matte and shimmer colors to cater to diverse consumer preferences. Other products like highlighter, blush or bronzer will be designed, and marketed, to stress how it can be used to flatter any skin tone, accompanied by the product being used on racially diverse models.

In terms of products that need personalization, like foundation, concealer or skin correcting formulas, these companies have looked to digital solutions. Cosmetic companies will offer extensive shade ranges and equip their web sites with “color-matching” tools to help customers make as informed estimates as possible.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Similarly, fitness and athleisure companies prioritize stretch and durability of their fabrics, emphasizing how their design can accommodate different body types within particular size ranges. To publicize the flexibility of design, ecommerce fitness companies will release extremely detailed sizing videos on their social media platforms that feature models with varying body types wearing the same sizes.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Additionally, clever marketing initiatives have also repurposed merchandise to maximize sales, one example being the strategically popularized ⅞ leggings or leggings that fall between capri and ankle length. While the style of a ⅞ legging has been recently deemed “trendy” by consumer culture, it really just allows fitness companies to double their profit by selling the same product to different size customers.

Sampling

With the current saturation of both industries, many companies have taken advantage of opportunities to distribute their products for the public to sample. They will partner with popular subscription box based companies that provide small samples of their products to be dispersed through the companies’ client list.

With extremely popular makeup based subscription boxes like Ipsy and BirchBox popularizing the concept, subscription box-based companies of all makes and specialties have become common worldwide.

The pay off of partnering with these subscription boxes occurs twofold: not only do the companies extend their brand’s reach familiarity with consumers, but directly putting their products into their hands will encourage them to buy. Most offerings provided in subscription boxes will also give clients special discounts for additional incentive to buy. The strong pay off of sampling in subscription boxes is evidenced by how both established and small companies consistently utilize them.

While cosmetic based subscription boxes tend to be the most common, activewear companies have made similar use of sampling their products with subscription companies that overlap with the fitness vertical. For example, the leading brand FabFitFun will commonly highlight fitness accessories or smaller scale activewear products, like seamless underwear, gripped socks, sturdy hair ties, or work out tops.

Social Media Clout

Like most ecommerce companies, a commanding social media presence is essential to every aspect of your business. Social media defines your brand, your company mission, and your outreach to potential customers.

Social credibility is everything in the digital age: while the viability of a product is, of course, essential to any successful business, social media footprint and marketing can make your product irrelevant regardless of quality in the digital era.

To an extent, ecommerce companies are more dependent on their social branding than they are on their products themselves for customer acquisition. These platforms are essential to first to get on their audience’s radar before product quality can ever be tested.

Social media’s crucial link to ecommerce viability is validated by customer acquisition statistics: roughly 30% of consumers cite social channels as their first resource for researching products or finding new brands.

For cosmetic companies and fitness apparel companies, social media platforms allow the company to bridge the gap between consumers and their products by publicizing detailed content depicting all aspects of their products. For example, Kylie Jenner’s ecommerce make-up empire Kylie Cosmetics openly stated that posting Instagram stories in which she filmed extensive reveals of each product was easily her most effective form of marketing.

These videos included swatching products on various skin tones, describing texture and application of product, and how the product would appear over time or in response to stress (water, contact, smearing, etc). These videos are contrasted by visual content depicting completed makeup looks created with combining her products. Although Kylie’s example is certainly the exception instead of the norm given her built-in multi-million following, in-depth product breakdowns are a staple for digital cosmetic brands of all sizes.

Leading fitness companies will produce similar content reviewing their apparel. Before new merchandise is released, fitness companies will create and in-depth sizing guide videos that describe every aspect of the garment, from material, to washing directions, to sizing recommendations featuring models with differing body types sporting the apparel.

The Necessity of Influencers

Both cosmetic companies and fitness companies rely heavily on influencer marketing to bring credibility to their products and push their brand into diversified markets. Since influencers build their careers off transparency and developing personal connections with their followings, their endorsement is especially powerful in both generating sales and building brand recognition. With that said, influencer selection needs to be methodical to ensure that his or her personal brand aligns with the endorsed company’s vision.

After the brands have created their own content detailing their products, their team of sponsored influencers will take the reigns for the next phase of blasting content to as many audiences as possible.

Social media celebrities have undeniably become the reigning authority with which consumers navigate their online marketplace. This speaks to how numerous famed influencers within the beauty and fitness community have been able to transition their social platforms into entrepreneurial ventures by creating their own independent companies, like Jeffree Star Cosmetics, Jaclyn Hill Cosmetics, or Christian Guzman’s Alphalete Athletics.

In addition to online brands investing in their own influencer team, many have gone a step further by allowing certain Influencers to create their own specialty product or line. Morphe famously collaborated with the current leading figure of the digital beauty community, James Charles, to create his own eyeshadow palette.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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This palette established “Morphe’s biggest sales day in history” by completely selling out in the United States in ten minutes, the UK in 5 minutes, and the rest of Europe in 6 minutes.

Similarly, ecommerce activewear leader Gymshark collaborated with one of its most famous sponsored athletes, Nikki Blackketter, to create two limited edition clothing collections that she personally helped design.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The self titled collections, Nikki B x Gymshark, sold out instantly through online channels. Additionally, Gymshark repurposed the clothing launches to hold a pop-up store in Los Angeles for fans and customers to come meet Nikki and other famed Gymshark athletes while shopping in person. In addition to driving sales, synchronizing influencer collaboration launches with in-person experiences for customers is powerful for enhancing Gymshark’s brand perception.

Converge Online Community with In-Person Experience

Like Gymshark’s pop-up stores or any influencer-driven meetups, both industries have championed innovative ways to bring their online communities together in person. These live experiences allow these brands to move past being viewed as a digital platform to something far more intimate, which their clients love.

Consumers want to support brands that resonate with them personally, so offering opportunities to connect with the brand and its affiliates in-person creates a highly sought after exclusive experience.

For example, when Kylie Jenner announced her tour of pop up shops around the United States following the release of her 2017 Holiday collection, the internet responded emphatically.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Even with insanely tight security and crowd control protocols, the pop-up stores hosted over thousands of visitors each day willing to wait in 12-hour lines.

Fitness apparel giants are also veterans of sponsoring pop-up shops or meetups with their famed sponsored athlete teams. One leading digital activewear company created by famed YouTuber Christian Guzman, Alphalete Athletics, has created a less conventional venue to his digital community together.

Alphalete merged its in-person experience by establishing a fully functional Alphalete Gym that offers both full memberships and day passes for anyone to come and work out for the day. The gym functions not only as an in-person embodiment of Alphalete’s brand but also provides a physical establishment where visitors can purchase Alphalete products at special discounts that are processed by its gym management system.

Final Thoughts

With technological innovation improving daily, the ecommerce side of retail exhibits every indication of continued growth. Digital cosmetics and activewear companies exemplify how with proper marketing and business strategy, essentially any product can perform well through ecommerce channels.

Where in-person shopping experiences demand attention and care towards the products themselves, the infiltration of ecommerce relies firmly on the public perception of the product, not the product itself, turning the traditional product-market fit paradigm on its head.

Author Bio: Laura is a Marketing Specialist for Perfect Gym Software. She is a native-born Los Angeleno recently relocated to Warsaw, Poland who spends most of her time at the gym, on an airplane, or online shopping.

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A Timeless Logo Can Do Wonders – A Brief Discussion

a few months ago

Over 48 per cent of customers believe that first impression leads to strong brand loyalty. Your branding builds first impression of your business. Without any doubts, we can say that an essential part of your branding is your logo.

A logo isn’t just a symbol. It is a way for people to recognize your brand and picture your brand promise and history. It merely takes eight impressions for people to remember your logo for years to come. Therefore, it is safe to say that a logo is one of the most effective ways of ensuring brand recognition, regardless of the type of stimuli delivered.

Creating a logo is not easy. There are various factors and characteristics you must incorporate in your logo. If you manage to make it timeless, a lot of your branding-related worries will dissipate.

What is a timeless logo?

A timeless logo refers to a symbol that is able to withstand the test of time. Such logos undergo a minimal change in their design over the year. Despite this, they manage to stay relevant to their target audience across generations.

Think of the logo of the following. Nike. McDonald. Ford. Estee Lauder. Each of these companies have managed to create timeless logos. And by doing so, they have built a type of brand equity; only a few have succeeded in achieving.

How can a timeless logo help your business?

You might wonder, why should you ask your professional logo design company to create a timeless logo for you? After all, isn’t it better to do what is trendy?

The answer is: No it is not.

Why?

This is because most trends are fads. They come and go with time. If you were to change your logo with every changing trend, you would find yourself redesigning it multiple times. And that is something no brand can afford. After all, the job of your logo is to ensure awareness. How will customers recognize your brand in different usage situations, if it keeps changing its logo?

Building brand loyalty

Building brand loyalty

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A timeless logo does wonders for any company because it leverages the brand history and journey to build brand resonance and equity further. Think of it this way. Whether it be your parents or your children, everyone knows that a tick mark signifies Nike. Every generation is able to relate to the brand. The company has managed to stay relevant across generation without bringing any change to its logo. Instead, it was able to showcase its history of delivering quality shoes by staying close to its root.

Reducing cost

In terms of cost, a memorable and timeless logo is an excellent investment. This is because you don’t need to spend money continuously to upgrade it a lot. Instead, few minor tweaks and voila you are done. Consider Shell. Its logo will be defined as being timeless because it has retained its essence even though it has changed a bit over the years. Such small changes are likely to cost less than a major revamp.

Ensuring recognition

Understanding consumer behaviour is an integral part of marketing. Without knowing how your customers think, you won’t be able to deliver communications that sit well with them.

One interesting concept in the field is the idea of “Just Noticeable Difference”. This refers to the threshold after which customers are able to detect a change in a brand. Anything below the threshold goes unnoticed. Brands only wish to go beyond the limit for guaranteed positive alterations in the company. For instance, price changes and better packaging might be done in a way that it passes the threshold.

However, logo changes, especially of known brands, is something that is almost always done below the threshold. If companies don’t do so, they face backlash like Gap did. Gap, in an effort to be modern, changed its logo enough to be noticed by customers. They weren’t able to recognize the logo as belonging to the brand. Eventually, Gap had to rescind its new logo.

Timeless logos ensure recognition and recall. You can use them to relay communication to your customers without overtly naming the brand. Such logos are also easier to use in product/brand placements.

What makes a timeless logo?

What makes a timeless logo

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Now that you know, a timeless logo can do wonders for your business, it is essential to understand how to create one.

Here are certain features that are common in all timeless logos.

  1. Simplicity: This makes sure that the symbol doesn’t lose meaning when used in communications of different sizes
  2. Uniqueness: Timeless logos are always distinctive from their competitors. This helps in building differential equity
  3. Consistent: Your logo must be consistent with your brand promise and overall brand image

Conclusion

Branding has an integral role to play in the success of any business. Take your time to create the best logo. Make sure it is good enough to withstand the test of time.

Author Bio: Ashley Rosa is a freelance writer and blogger. As writing is her passion that why she loves to write articles related to the latest trends in technology and sometimes on health-tech as well.  She is crazy about chocolates. You can find her on twitter: @ashrosa2.

 

 

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