May 1, 2007 – 6:26 pm
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Having a well-defined brand is critical to the success of any business. I’m often faced with businesses (both start-ups and established) that truly bring something unique to market, and yet, their brand fails miserably at telling the story and attracting their audience. This month we’re starting from basics – branding on a budget, and the first of a three-part series on common myths about branding. This information is tremendously valuable, and it is my sincere desire that you’ll use it to your advantage.
All the best,
J.
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Creating a Brand on a Budget
Typically, start-ups come to a point where they’ve already stayed up late over pizza and beer, brainstorming through a thousand names and concepts for logos, and expressed that their (sister/uncle/cousin/friend) is a graphic designer and can make a logo cheap and easy. The problem is, when it comes to the personality of the company (the Brand) they still haven’t “quite gotten it nailed” and are becoming frustrated, and as such, they are unable to provide any clear direction to the graphic designer, and settle instead for something that “looks cool” or incorporates their favorite colors. Don’t do this. Start off on the right foot and make the investment in having your brand and identity created by a company that specializes in Branding or Brand development.
You are starting a business, and you need to spend your days (and nights) focusing on that task – talking to financial investors, building a team, developing your product or service, getting an office established; in short, realizing your dream and your unique vision. You don’t need to spend your time trying to address issues that aren’t your core competency.
As a small business owner with an established local market presence, there are some things you can do to sharpen up your brand without incurring huge marketing costs. At a minimum, your business cards, letterhead, signage, and other existing corporate identity should all display a consistent usage of your company name, logo, and tag line information. If this isn’t the case, an overhaul is in order. Make decisions about the color of all of your business cards – letterhead as well as the ink. Let me give you an example. If you were driving down the street, and you passed a McDonald’s, and the ‘Golden Arches’ were blue, what would you think? Color and context make a big difference. It takes some discipline, but it’s important to your brand to stick to those decisions for years to come.
As I’ve always said, consistency is key, and regardless of whether you’re just starting in business, or you are an established presence in your market, a well defined and consistent brand will add to your bottom line. Period.
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Three Brand Myths that will Bring Your Business Down – Part 1
By Erin Ferree & J. Looney
“Brand identity” is the combination of consistent visual elements that are used in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and envelope. It can be extended to include a Web site, brochure, folder, flyer, or any other professionally designed pieces.
Having a brand identity is extremely important to your business’s success. However, many business owners have misconceptions about brand identities that can damage their businesses.
Myth 1: My cousin can design my brand identity
There are some very significant areas of your business that should be left to the professionals. First of all, while your cousin may have been “great in art class,” or even be a professional graphic designer, this does not mean that she has the knowledge and expertise required to create a powerful and meaningful brand. Designing a logo, business card, or Web site that emotionally speaks to your target audinece and is accessible to your market is much different than simply painting a picture or designing a visually appealing logo. You must make a brand logo scalable, meaningful, accessible and symbolic.
Second, having a professional designer on your business marketing team ensures that your projects will be a top priority. I have many potential clients who start their designs with a friend or relative and are then “put on the back burner,” leaving their project to drag on for months. After much frustration, they hire a professional and are amazed at how quickly things are completed.
Finally, would you trust a friend to do something really important for your business? Would you ask her to do something that requires unique skills, like making a client presentation for you or giving a speech? Probably not, unless she is a sales professional or a professional speaker. Would you trust a friend who is “good with math” to do your corporate taxes? If you wouldn’t trust an amateur with an important business function, then why would you trust an amateur with your brand identity, the key to your marketing success?
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Savage Warehouse ServicesLew Savage, Owner
(801) 589-6340 |
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Lew approached me in a very dire predicament with his business. Lew had been diagnosed with cancer a year prior to our work together, and even though he was receiving chemotherapy once a week, Lew still worked a 6 day work week as well. The problem being, Lew’s only major contract had begun to doubt his longevity, and the future of his business should something happen. They were starting to entertain the idea of a different contractor. Lew needed to send the message that “he wasn’t going anywhere” and further, that he was agressively growing his business.
Objective:
Send a message of longevity and tradition, while creating a strong, forward-moving presence.
Articulation:
Distressed fonts support the feel of a company that is firmly established. Using bold colors (red and yellow) in deeper, almost muted hues accents the overall “aged” effect while sending a powerful message about the future. |
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Copyright © 2007 Brand J, LLC. All Rights Reserved
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