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LOGO, from page 7

1)Create a vision. Start with a vision for the firm and set business goals to achieve it. Visions are created through a combination of interest, expertise, opportunity, and desire. They are passionate, personal, and compelling. 2)Position the firm. Visions are actionable through positioning. Brand positioning is rooted in your customer’s perspective, it de- fines where your firm is valued (expertise) and clearly states the benefits. Use internal and external research to create a brand posi- tioning that is strategic and bulletproof. Often, a third party must conduct this research so the process can stay objective. 3)Refer to your new positioning at every touch-point – logo included. Your new positioning must come with a road map that explains how you’re going to implement your new identity at every touch-point with the customer. One of the foundational pieces in the rebranding process is the logo. This will set the tone for the visual identity of your brand, and it must match the new brand positioning. What makes a brand special is going to be something that must be communicated and stressed in a logo, and will have a big influence on what the logo articulates. WHAT MAKES A LOGO WORK? “Logos need to work on- and offline,” Milne says. “Vertical logos are more challenging in online ap- plications than horizontal ones. Readability and visibility are also major factors to consider.” Where will the logo’s primary home be: Online? Business cards? How will the logo look on the side of a car? Will it be on the side of a building? How about T-shirts? Asking yourself these questions will help you to determine how your logo needs to work for your firm and how it should be designed.

SOCIAL MEDIA, from page 5

she says. “Most A/E firms share project photos. With Ins- tagram, we’ll be highlighting our people. With our partner, Sculpt, an Iowa City-based social media management firm, we will highlight creative images of our people and, in the process, share their passion and personality.” Phan says that they hope this approach will make them more approachable, which, in turn, will attract great em- ployees and clients. “By taking advantage of social media, you can share power- ful and engaging imagery with many followers,” she says.

informational graphics, and more. KEEPING IT REAL. Jenny Phan, who works in corporate commu- nications at Shive-Hattery, says that potential hires want to know what it’s like to work there and are curious about the projects they’ll work on. Clients want to know if they’re a good fit and to get to know who will be working on their project. This is where Instagram and other social media channels come in. “We plan to kick off our Instagram channel next spring,”

LEVERAGING THE POWER OF VISUAL SOCIAL MEDIA 5 T I P S F O R B R A N D S T H AT WA N T T H E I R C O N T E N T T O B E S E E N

“Engagement from Instagram users is as much as 10 times greater than other platforms.” — Dane Atkinson, CEO SumAll.com

“ Over 80%

of pins are repins on Pinterest” — RJMetrics, 2012

Facebook posts that include photos generate

53% more likes than the average post.

THE ZWEIG LETTER OCTOBER 26, 2015, ISSUE 1125

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