Attract More Clients With A Brand Identity
by Erin Ferree
Published on this site: May 24th , 2005 - See
more articles from this month...
You've probably heard that people buy products and services
from people they know, like and trust. And, as I have done,
you've probably wondered how you can foster more of this "Know-Like-Trust"
factor in your business relationships. Pictures are tied to
our emotions in powerful ways, so strategically using your
logo and brand identity materials (business cards, letterhead,
brochures, website, etc.) to enforce this connection is a
great idea.
A brand identity kit contains many of the attributes that contribute
to the "Know-Like-Trust" factor, in the following
ways:
Know - A creatively designed set of materials will make
you stand out in your field. Symbolically designed materials, where
the graphics are designed to communicate and tell your story, can
lead to the prospect feeling that they understand who you are and
what you do, helping them to form a connection with you and your
business. This contributes to your memorability and breeds a feeling
of familiarity.
Through the consistent, repetitive use of a logo and the supporting
visual elements in your marketing materials, people will feel as
though they "know" you and your business, even if you
have never met face-to-face.
Like If you look at a business's materials, and you
like their look and feel, you would probably find it easier to like
both the business owner and to like doing business with them, as
well. A logo with an icon attached to your company name can also
make your company seem more approachable, friendly and fun. It can
even endear your company name to your potential clients. Cartoon
logos are highly effective in this capacity, though not appropriate
for all professions.
You can also foster a feeling of compatibility through clear information
in your designed materials both in the type of information
that you provide and the way that it's laid out and presented. People
like to read text that is straightforward and well written.
Trust A high-quality, professionally printed brand
identity kit can make you look capable, established, and enduring.
Professional materials also impart an air of integrity to your business.
If your materials look polished and put together, they lead people
to believe that working with you will be similarly pleasant.
All of these factors compound to give you and your business greater
credibility, which leads people to trust you with more and bigger
projects, sales, or orders.
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.
Logo design at: http://www.elf-design.com
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