Logo Design and Brand Strategy
First Impressions Count
Today we live in a brand conscious world and it is more important than ever to make a good and lasting impression. We all make split second assumptions based on conditioned perceptions and these influence how we see things and respond to them, often on a subconscious level. Your business gets just one chance to create a first impression and of course you want it to be a good one. If your logo looks amateurish or your branding confused why would a potential customer assume that you run your business any differently? First impressions count and affect the response of your potential customers — branding is all about influencing choice! Your logo and brand assets are visual representations of your business, your vision and who you are as a company.
The Art of Communication works with two main clients — businesses that want significant growth and need a brand strategy, rebrand or refresh, and start-up businesses that realise great branding will get them where they want to be faster.
Branding is a key part of building a reputation
Branding is not simply about your logo. It is about how you present what your business does, your position in the marketplace, and your whole ethos as a company. Many business owners don’t have a clear understanding of their offering or how to present themselves, and are losing business as a consequence. As we work through the process of establishing your brand personality then creating your visual identity you will go forward with a clear picture of what your business does and who you are and what you represent, how you want to be perceived by customers, suppliers and staff, your positioning and how to compete in a crowded marketplace. Having a full understanding of your brand will transform your approach to business.
Your Logo and Branding are the building blocks of your business
A well designed logo and consistent brand will communicate key information to your customers, will span a range of applications and be adaptable to take your business forward as it grows and develops. Brand strategy will give you a clear road map to follow with regards to your marketing approach and positioning your business.
Are you getting the best deal?
The Art of Communication understands the importance of considering how your logo and brand assets will be used – now and as your business grows. For example, a good logo will scale without losing quality and can be used across a variety of mediums, and this is built into all of our designs. Brand guidelines will present the details of the brand and lay down a set of guidelines for everyone to follow going forward. Consistency is key to establishing a great brand.
Is your current brand still working?
Strong brands tend to be more profitable and increase a company’s value as they enable you to command higher prices for your products and services, and build customer loyalty — which reduces the cost of sales and the opportunity for competition to get a foothold. So, is your current branding achieving all that you want?
A brand audit will help you identify your brand’s impact and performance in the marketplace. It will enable you to see your brand’s strengths and weaknesses and look for opportunities and growth. Once you have a clear picture of what is working and what is not, you can implement change with either a brand refresh or complete rebrand as necessary.
Working with businesses that want growth
Unfortunately many business owners are often so caught up in the day-to-day running of their work that their brand gets neglected. Often established companies are struggling, simply because they haven’t moved on and are still relying on outdated approaches. These companies are often overtaken by newer ones. Frequently the only real difference between their products or services is the perceptions around them. Branding is about making you stand out over your competitors.
In the past your logo was key to your branding and with basic design software now readily available some business have gone down the DIY route or opted for a cheap online design that may or may not be appropriate. But a logo on its own isn’t enough in today’s marketplace. Brand strategy needs to be at the heart of your approach as it will steer your visual elements, key messaging and marketing approach. Understanding what you are supplying and what your target audience really needs is paramount. If you are a business owner who knows you should do marketing and social media but simply don’t know where to start, an in-depth understanding of what your brand does, its ethos, mission, and positioning, will give you a much clearer approach and plenty to say in your marketing. Branding is ultimately about attracting and building a relationship with the right customers and winning their business.
Working with Start-Ups
Starting up in business can be expensive and it is tempting to cut corners. Producing a logo and promotional materials are areas where that is probably most common.
As a start-up business you may be tempted to buy an online logo or use one of the budget printing company off-the-shelf ones but, while this is a short term fix, the long term effects can be detrimental. How would you feel giving out your business card only to be told by the prospective customer that they have one just the same from someone else. Or that the branding is also being used by a company with a bad reputation. It happens.
A lot to consider? Don’t be daunted – I’m here to help.
Working on branding and marketing can be intimidating if you haven’t been through it before and you may worry that you’ll make costly mistakes. That’s why I walk my customers through the process step by step, talking language they understand. And I work to the budget agreed at the onset! It is not as expensive as you would think and it will make a difference to your business.
Give your new business the best chance by getting the basics set up right, from the start. Having a professional logo and strong branding from the off will have a huge impact on how you approach your new business. And it will show that you mean business!