60 Second Guides: Brand with Favicons

In just 60 seconds, we’ll describe this branding element and how to increase your Web site impact.

BrandYou have 2–5 seconds to grab attention online. Does every aspect of your Web presence promote your brand? One way to reinforce your brand is with a favicon of your logo.

In just 60 seconds, we’ll describe this branding element and how to increase your Web site impact.

0:60     What is a Favicon?
A favicon (pronounced fah-vIh-kahn) is a graphic representation of your Web site that brands it in a Web browser. Often, as with Internet Explorer, you need to bookmark a site before you can see the favicon. Once bookmarked, this graphic appears with the site’s URL in the Web brower, and in your list of bookmarks.

Special application software is needed to create the file for the graphic, which should be 16x16 pixels and end with the extension “.ico.” Once created, this file should be placed at the root folder of your Web site. Your Web developer can help create and place your favicon.

Most often, a favicon is a representation of your brand—for example, a small version of your logo.

0:49     What Sites Feature Favicons Today?
Favicons are used today for many media, retail and service Web sites. To see examples of favicons, bookmark the following sites then reopen them. Look in the Web browser to the left of the URL and you should see a small graphic.

0:30     Make Your Small Business Look Big
Create a favicon for your business and ask your Web developer to give your URL tab a specialized name to further brand your business. For example, SCORE “Counselors to America’s Small Business” | SCORE

For SCORE client Vermont Teddy Bear, once you bookmark their site you see a teddy bear logo next to http://shop.vermontteddybear.com/ and URL tabs customized to the shopping season. For example, in the late winter/spring, Vermont Teddy Bear’s URL tab showed: Vermont Teddy Bear Company – Mother’s Day Gifts, Valentine’s Gifts, Birthday Gifts, Get Well Gifts.

0:25     Create a Strong Brand Everywhere
Your favicon is typically your logo icon. Your logo is a key part of your brand. Use it on your Web site, stationery, packaging and in all marketing and company materials. Be sure to protect that mark as legally yours by creating a trademark. Learn more about trademarks at http://en.wikipedia.org/wiki/Trademark.

0:02 Be Sure to Trademark Your Logo
Protecting your logo with a trademark is important. If you haven’t started, get moving right now, as the trademarking process often takes a while. In the meantime, start using your favicon as part of your Web brand.

Trademark: USPTO: http://www.uspto.gov/main/trademarks.htm

Basic Facts: http://www.uspto.gov/web/offices/tac/doc/basic/

Brought to you by SCORE, America's small business mentors, at www.score.org.