Would you ever try to assemble a puzzle with pieces from other puzzles? PROBABLY NOT.
Well, the same principle applies to your company’s identity, marketing pieces and brand. Oftentimes, a potential client seeks our services for a new business where we have the chance to give them a fresh identity and brand tailored to their message.
Or maybe we’re creating a campaign for a long-term client for a new product or initiative launch.
Either way, it’s our job to put the visual pieces together to get their message across.
But when too many cooks jump into the kitchen, things get messy.
Why things fall apart in building a brand identity
Ideas start coming in from uninformed outside sources – oftentimes with good intentions. For example, in the early stages of design our team is zeroing in on the message, conceptualizing a logo and identity, mapping out a website, and laying out supporting campaigns…when BAM!
We’re presented with logo ideas from another designer, contact information for a website manager, and input from the latest marketing class the client took. Whoaaa.
Not surprising, the pieces don’t fit together.
When players are operating in isolation and not communicating, the concepts become misdirected because they are not focused on a clear message.
This creates a message and identity that is scattered… not what you are looking for when creating a brand.
The audience (aka potential clients of your business) need to see a clear picture. A well designed uniform brand attracts potential clients and gives the message that your business is SET UP FOR SUCCESS.
3 Things to keep in mind when branding your business
1. Develop a clear idea of what you have to offer your audience and who your audience is
It’s hard to communicate to an unknown audience. A misdirected message or campaign can cost your business clients and money.
Be sure that you are clear on who your audience is and focus a well-planned branding strategy with them in mind.
2. Keep the design consistent
When presenting your brand to your audience, you want to have the same targeted appearance across all of your channels.
This means that your brand identity and message needs to be clear whether a potential customer is on your website, checking out your social media, or reading an email from you.
YES, THIS CAN BE DIFFICULT.
It is a lot to take on a once, but it is well worth presenting your company clearly in every way.
To make it easier, work with a professional group, like us, that is able deliver a solid visual brand and, going forward, can provide guidelines and design elements that maintain brand consistency.
3. Plan for brand expansion
As the business grows, new services are added, trends change, and more audience touch points are developed (i.e. expansion of media channels), the brand and marketing will need to flex to continue to have an impact and influence. It’s critical to stay relevant.
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