Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

41. Handing Your Brand Over to Your Customers: Getting Customers Deeply Engaged with Your Brand to Create Fanatical Loyalty

Sometimes the best thing you can do with your brand is give it away. Let your customers own it. Share it. Deliver it. That's what frozen yogurt shop Cuppa Yo did when opening its Bend, Oregon, storefront. The owners wanted a logo that would be immediately recognized and easily used in all areas of branding, especially because they planned to turn the yogurt shop into a franchise down the road. Design firm Studio Absolute created the attention-grabbing orange scalloped logo and put it to use on print ads, promotional items, signs, and the company's website. It also tied in fun messaging that helped the yogurt shop reach its demographic of young females, the “dating demographic,” young families, and health-conscious individuals. “Satisfy Yo Craving,” “Create Yo Masterpiece,” and “Sweet on Yo Wallet” are just some examples of how Cuppa Yo took a fun approach with its marketing message.

Why It Works

Cuppa Yo's branding efforts began long before it opened its doors. It created not just a brand, but a culture that customers made their own through social media, bumper stickers, clothing, and community events.

Customers began to associate the orange logo and Cuppa Yo ...