Three Brand Identity Myths That Will Bring Your Business Down
by Erin Ferree
Published on this site: May 20th, 2005 - See
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To begin, lets define Brand Identity, which 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 website, brochure, folder, flyer, or any other professionally
designed pieces.
Having a Brand Identity is incredibly important to your businesss
success. However, many business owners have some misconceptions
about brand identities that can damage their businesses, and Ive
discussed those below:
My Cousin Can Design My Brand Identity
(logo, website, and marketing materials). 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, this doesnt mean that they have the knowledge
and expertise required to create great graphic designs. Designing
a logo, business card, or website is much different than painting
a picture or making a collage. You must make a brand logo scalable,
meaningful, and symbolic. See my article on the 9 Keys to
an Effective Logo for more information on what factors to
consider when creating a great logo.
Second, by having a professional designer on your business marketing
team, your projects will be a top priority. I have many potential
clients who start their designs with a friend or relative, who are
then put on the back burner, and then have their project
drag on for months. After much frustration, they come to me and
are amazed at how quickly things are completed. As a professional,
I make your projects the most important items on my to do list.
Finally, would you trust a friend to do something really important
requiring unique skills for your business? Make an important client
presentation for you, or give a speech? You probably would not,
unless theyre a sales professional or a professional speaker.
Would you trust a friend whos good with math to
do your corporate taxes? If you wouldnt 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?
Designing a Custom Brand Identity Is Too Expensive
Its true that having your marketing materials designed is
an expensive proposition. But, it may be even more expensive not
having a high quality, custom brand identity professionally designed
in terms of lost business, lack of respect from your clients, not
being taken seriously in business. The list continues.
A strong brand identity quickly pays for itself. For most businesses,
if just a few two or three new clients call you over the course
of your business because of the equity that your brand identity
develops, this new business would pay for your logo and brand identity
design package. New customers will contact you because they remember
your logo, hold on to your business card, or are impressed by your
brochure. Its likely that many more clients than the required
few will contact you, and your business will grow from the (relatively)
small initial investment in the brand identity.
Consider also that a brand identity is a sustainable expense. Once
youve had a timeless logo and set of marketing materials designed,
you can use them for years to come. And, once you have a strong
logo, then creating consistent, targeted marketing pieces and programs
is an easy addition to your existing system.
I Dont Need a Brand Identity
If you are a professional in business, you need a brand identity.
You wouldnt imagine being in business without other important
business essentials your own computer, perhaps, or a business name
or bank account. A brand identity is another of these basic business
essentials its the central piece to the marketing and promoting
of your business.
My professional experience has taught me that there is nothing
that looks less professional than not having a professional
brand identity. If you dont establish a clean, high
quality, and consistent look and feel to your materials, youll
have a much more difficult time gaining the trust of a potential
client and signing them on to use your services. All of the
Fortune 500 companies have a logo, and for a good reason it
makes them look more professional. If you want to be perceived
as offering a high caliber service, you have to look polished
and put
together.
Erin Ferree is a logo, print and web designer who
has been making it easy for small businesses to stand out
and to be visible, credible and memorable for the past nine
years. http://www.elf-design.com
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