Graphic design, and branding: How can it change your business?
Let?s start at the beginning. What is a brand?
?Branding??is the spine that runs through a successful business.
A brand expresses company values and projects you as a company who is serious about their business. Without one, how can you expect your clients/customers and staff to understand what they are buying into?
A company with no brand, more often than not has no direction.
I am going to explore branding mainly from a graphic design point of view, as this is what I am an expert in.
With a new brand, the initial focus will probably be on getting the logo right. A good logo can, at a glance, give the potential client a lot of information. Using colour, fonts and imagery, you can achieve a feel for the business and where you are or want to be positioned in the market place.
Is this expensive?
No, this doesn?t have to be an expensive exercise. Obviously, if you are a small company then going to a large branding / design agency and asking them to rebrand your company will be very expensive.
However, a good designer is one who designs well, not who has the right studio location or a flashy car.
An excellent place to start is by speaking to other business owners whose brand image you admire and find out who did their branding. Ask around at networking groups and get recommendations.
Then, meet the designers ? it is very important to get on. Otherwise, they won?t get what they need from you and you certainly won?t get what you want from them. It is all about finding the right fit. Then get a quote.
A good designer will want to understand you and your business objectives, your goals. It is also very important to work with the designer to develop the new brand.
If you are starting with a new logo, don?t expect the perfect logo the first time round. It is lovely if they do, but usually it takes a small amount of development. Also, don?t appoint a new firm if your designer doesn?t get it right first time. Work with them. Develop. This is how the process works.
And remember to listen to them. Take their advice; after all, this is what you are paying for.
Your new logo will be the springboard to developing your whole brand image. Working with your graphic designer you can ensure your website, brochures, leaflets, adverts, signage, leaflets and exhibitions all have a cohesive look and feel to them.
How will this change your business?
Well, for a start, people will start to notice the business ? in a good way! No more tatty pieces of literature and mixed messages.
A new or refreshed brand automatically makes people think you are doing well, and delivers one clear marketing message. Staff will often feel more confident and clients will be more receptive to your expertise. Competitors will hopefully feel threatened, and will probably start to tidy up their act too!
People are brand loyal, and this isn?t just the case with baked beans. You are the figurehead for your brand ? your business. How you and your business are presented will help a new client choose you. And if done well, your values will be carried over into your branding, and you should find it easier to gel with your new client.
Branding doesn?t stop when all the creative is finished. Start to establish a marketing mindset, keep promoting your business and its key values. This can be done in so many ways, so find out what works for your business. For example, ask your PR consultant to send out a press release talking about your new brand, and what it means for your company?s future. Also try networking, direct mail, trade fairs, and social media, remembering to keep updating your new website.
Become an expert in your field and enjoy this new chapter in your business!
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