Logos and tribes
How to find your online tribe and what kind of logo to get to make you look professional.
I hope your week was fantastic and that you’re ready for the week ahead.
My work week last week was very intense.
As part of our brand refresh, I was deep in branding exercises.
On the personal side, I received the new logo for this newsletter.
All this branding inspired the content for this week. Here's what I'll be talking about:
Best practices for logos
Finding your online tribe
And free social media resources you won’t want to miss this week
Let's talk about logos
I’m happy to announce, that after two weeks, I finally have a logo for this newsletter 🙌
There is one obvious, critical element missing from the logo.
A tree 🌳
😱 OMG, how can you call this newsletter The Marketing Tree but not have a tree in your logo?
It's simple. You don't need to illustrate what you do in your logo.
You don't have to include your face in your logo.
It does not have to have elaborate illustrations.
And it doesn't need an icon showing what you do.
9 times out of 10, when your logo is seen somewhere, it's going to be too small to figure out what’s in a complicated illustration anyway.
What about the 10th time?
That time, your logo was too big, and no one could bring themselves to tell you.
Your logo rarely needs to be bigger, as long as it's legible.
Take a look at the top 30 most recognizable logos in the US.
All of them are simple (except for the Starbucks logo).
And almost none of them illustrate the name or what the company does, except for YouTube, RedBull, Windows, and Burger King. And even then, the logos are simple and sometimes abstract.
🔑 A big part of marketing is studying what others are doing. And if the world's largest public companies that spend millions of dollars a year on marketing don't have complicated logos, our smaller brands don't need them either.
Finding your online tribe 📱
You could have the best marketing in the world, but it won’t be effective if you’re talking to the wrong people.
It’s tempting to write whatever you want and hope it appeals to everyone. Because everyone needs what you’re selling (or so you think.) But that’s a common mistake people make when starting out in marketing.
You need to find the people that get you.
You need to find your tribe.
Seth Godin said it best:
When you speak to everyone, you speak to no one.
If you’ve been in business or working on your personal brand for a while, then you probably already have an idea of who your target audience is.
If you’re totally new to this, it’ll take a bit more work to figure out. But the long-term benefits will make it worthwhile.
Would you rather reach 100 people who have no interest in what you have to say and won’t take the actions you want them to take? Or would you want to reach 10 people who get you and are hungry for what you have to offer them?
To find those people who get you, you'll need to create an ideal customer profile. (It may also be referred to as a buyer persona, an ICP, a customer avatar, etc.)
In any case, it's designed to help you target your marketing messages to one specific person.
Even though I'm not selling anything, I have a customer profile for this newsletter and my socials (though the social media is still a work in progress.)
Referring to my customer profile helps me write about marketing topics for non-marketers instead of for my peers.
In fact, this newsletter wasn’t supposed to have a customer profile section. However, since I make reference to it in the section below, and most non-marketers don't know the first thing about customer profiles, I figured I'd better address it.
Anyway, creating customer profiles isn't difficult. But it will take some work.
This blog post from Digital Marketer will help you come up with a customer profile of your own.
Once you've figured out your ideal person or people, it’ll be much easier to put together effective marketing messages.
By creating content with one person in mind, you’ll reach more people than ever before.
I like to think of this customer profile as a friend.
What would I say to my friend (insert customer profile name) about this topic?
Once you’ve got your customer profile figured out, think about how they would consume content.
Do they like videos or are they readers?
What social networks do they love? Are they active on LinkedIn? Do they prefer Instagram to Facebook?
It’s okay not to know the answer to these questions.
Marketing is like science 🔬.
Most of the time, we’re making educated guesses and performing experiments to see the outcome of our results. 🔑 If an experiment doesn’t come out as planned, it’s okay to make changes.
It’s a great week to learn more about social media
I don’t love social media.
But even though it’s not my favorite marketing channel, it is an essential channel that everyone needs to be utilizing, including you… and me.
What’s a marketing channel you ask? According to Hubspot, marketing channels are the different tools and platforms you use to communicate with your target audience.
Does that mean you need to be on every social network? Absolutely not. You only need to be where your target audience is. You know, those ideal customers I talked about up there ☝🏻.
If you’re looking to learn more about social media marketing, what’s trending, what’s coming up, then you’re in luck. Two free social media conferences are happening this week.
Sept. 28: TikTok World - according to TikTok, “The event will introduce new creative, branding, commerce solutions and more.” You can register here.
Sept. 29: LaterCon - A social media conference put on by the team at Later. Here’s how they describe the conference, “We’re bringing together 25+ industry experts including top brands and creators to talk about real marketing strategies and trends. They’ll cover everything from digital strategy to content creation, and so much more.” You can learn more and register here.
This concludes this week's newsletter.
I hope you found this content useful.
If you need more help with a specific topic covered above, please reply to this email or leave a comment if you’re reading this on the web, and I’ll explain in more detail.
If you’d like me to cover a specific marketing topic in an upcoming newsletter, feel free to reply to this email or leave a comment.