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How Branding can make or break a business

Logos, Icons, Business Cards, Print media, Adverts, Headers, Fonts & Colour

Lockdown has given you something to think about, perhaps you are thinking about building a business, or perhaps you already have one.

You have worked out what you will do, perhaps you already have a customer base, but when you’re considering all of the factors that go into building and running a business, business graphics such as a logo might not seem like a top priority.

“Maybe I don’t even need a logo at all,” a little voice is whispering in the back of your mind.

Don’t listen to that voice; it couldn’t be more wrong.

Having a logo and good brand identity is an integral part of making your brand a successful one – right up there with having high-quality products and positive reviews.

So, why is brand identity important?

Brand is how you appear to everyone, it dictates what you sell, who you sell to and if they will come back or recommend you.

Let's think about Apple for a moment, although quite polarising, there is no getting away from the fact that you know who Apple is.

"Great - make me a logo like Apple" you ask your friendly neighbourhood graphic designer...

Now lets just examine this, a small business wants a logo that can be massively recognisable... without brand recognition. You see the problem here?

You can have a logo like Apple, but it means nothing if you haven't got the brand recognition. Apple took decades to develop their brand, they were pioneers of technology and always pushed to be better. You are likely starting from the bottom, and wanting to work up right?

This is where graphical branding comes in.

What you need to do do first is develop your brand personality...

Think about your business as a person, not you, but an entirely new entity. Is this person helpful? informative? trustworthy? or are they shady, untrustworthy and going to cut corners?

Which one would you buy products or services from?

We then need to go through how your products/services line up with your brand personality. This then influences your business brand design.

So lets say you are a thatched roof repairer, you are not going to want a clean and clinical logo like that of tech companies.

You will need something traditional but not antique as you are revitalising that of the old world - Don't get pulled into the ideology that because you do something traditional, you need your business to look like it is from that period.

Time to develop the brief - this is normally the thing big companies hand us when they want us to execute their vision.

For small businesses, we like to go through this with you. It includes things like your brand personality, how you intend to behave, what your products are and how they will be received. This all contributes to how you appear to others and how they talk about you.

Get this right and your vision will be transferable to your customers. They will be able to see what you are offering, the passion you have for it and that most of all you are a trustworthy business who isn't going to screw them over.

So do you have a business idea or perhaps you have a business but haven't considered your brand image? - Let us help you develop your brand, we even offer free brand audits that feature a brand score to show you where your business could improve!

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