Branding gives customers an idea of what they can expect from your products and services. Your branding comes from these three things: the personality of your business, what you want your business to be, and people’s perceptions of your business. Effective branding focuses on your business’s target customers.
A major, probably the major, component of your branding is your logo. In many ways it serves as the foundation of your brand. It is the centerpiece of your brand from which all other brand elements stem. All of your promotional materials, including your website, should include your logo. These materials serve to communicate your brand.
Good branding used consistently gives your business an edge up on your competitors. When people are familiar and comfortable with your brand, they are more likely to choose your business over others.
Establishing, and building, your brand takes some self-reflection.
To begin the process, here are some questions to ask yourself:
What is the mission of my business?
What are the benefits and features of your products and services?
What is the already existing perception of your business?
What qualities do you want associated with your business?
To further understand the disposition of your business you can also ask these questions: What adjectives would you use to describe the personality of your business? If your business were an animal, what would it be?
When you’ve got the basics of your brand established, make sure you use them effectively:
Use your logo everywhere
Remember the key messages you want to get across with your brand, and use these to guide all your communication.
Use your branding in both visual, and audio communication
Have clear brand standards that are followed by you and all your staff
Your brand will grow and evolve over time. A solid foundation is important to get you started on the right foot.
Your logo is a key part in establishing the personality of your business. When developing your logo I work closely with you to meet your vision, as well as your business objectives.
Here are five words that describe a great logo:
1. SIMPLE. A logo serves to be an easily identifiable mark. Your customers are not studying the details of your logo, they are more likely to just give it a quick glance. Simplicity allows your logo to be easily recognizable and memorable. A simple logo stands out and works well in many different contexts.
2. MEMORABLE. When customers become familiar with your brand they are more likely to support your business over others. Having a memorable logo helps with brand familiarity. If your logo is unique and simple, this will help it to be memorable.
3. VERSATILE. A logo needs to work well across a variety of media and applications. It needs to be clear and readable in small sizes; postage-stamp size is often used as an example. Good logos also adapt to different backgrounds, and can be printed in one color when necessary.
4. TIMELESS. Will your logo look dated in five years? Will it still speak to you and the nature of your business? When developing your logo keep these things in mind. Remember not to be swayed by what looks “cool” in the present moment.
5. SPEAKS THE VOICE OF YOUR BRAND (appropriate). A good logo shows its audience the nature of the brand. It allows the viewer to get an understanding of the brand at first glance. The logo does not need to illustrate what the business sells; its purpose is to serve as an identifier for the company. A good logo connects with the business’ customers. When developing your logo it is important to be clear on your target audience, so as to come up with a design that they relate to.
The process includes research on your market, as well as communication with you about your wants and needs. After you fill out a logo design survey, I send you a design brief to assure we're both on the same page regarding the specifics of the project. Next, I present you with initial design concepts. We review the designs and choose one with which to proceed. I revise the design according to your feedback. When the logo is finalized, I provide you with digital files in all major formats for print and web applications. I also provide you with a comprehensive style guide that tells you how to best use your logo, along with suggestions on how your logo elements can carry over to your marketing materials.