Consistency and brevity are critical factors in getting lodged deeply into your customer’s minds. Finding one thing that says, “This is me,” and using it every time is a major part of getting remembered. We all remember what IBM, UPS, FBI and GM stand for. Here are some tips on creating that same sort of brief, memorable image for yourself. Before we start, though, what I’m describing will probably need the help of a good graphic artist. No matter how simple it is, if it’s executed well, it will do wonders over time; if done poorly, it will disappoint.

Here’s an example: A. What did your husband or wife wear yesterday?; B. What did they wear one week ago today? You might answer A, but few can answer B. What was the UPS guy wearing yesterday and one week ago? Everyone gets that one, and that’s the power of simplicity and consistency. UPS has used “Brown” to multiply their marketing dollars by ensuring that many folks will think of UPS if someone says “brown.” Your goal is to find something very, very simple in previous ads, brochures and other marketing things to create something that identifies you and you alone. An easy place to start is picking a certain color and using it everywhere as UPS has. Paint your trucks or your offices and building with that color.

Next, couple that with a very simple figure to create a sort of icon. UPS has the shield and IBM has the shutter-looking logo. Start by looking at the tools of your trade. If you are you a plumber, then maybe a pipe wrench held in a hand is a good icon. Pick something and get a graphic artist to make a simplified visual representation of it – the simpler the better. It might take a few tries, but sooner or later, you’ll find something that “speaks to you.”

For instance, about twenty years ago, I designed the logo for Central Kentucky Research Associates. It is simply one line for the profile of a face which looks into a microscope that is only two lines – three lines total. You can see it today on the building that houses their offices on Richmond Road.

Next, look at your customers and figure out what description fits most of them. That is to say, are they business customers or consumers? Are they old, middle-aged or young? Do they live in the city or the country? What is their income? If you’ve never done this, it’s very, very important to know this because it helps focus on customers that bring you the most business, and helps you frame your efforts in ways that speak to them. What it does, though, is help you determine the style. If your products appeal to young folks, then do something light hearted. Older folks might appreciate something solid, like the column of a building.

This can also be combined to create a statement. Using the hand holding a pipe wrench example, perhaps you use the word “TRUST” under it. This makes a very simple statement: “We’re the plumber you can trust.” After a while, you can use the icon or the word separately, but go slowly on that. You have to be sure they know it well first. When they do, it becomes a visual shorthand for your company’s name. We all know UPS means United Parcel Service, but we prefer UPS because it’s short, convenient and memorable.

Here’s today’s question: What is the shorthand for you or your company or brand?