In the last decade digital marketing competition between businesses has increased dramatically. Now even small businesses are spending large sums of money to establish a brand identity and to reach targeted markets that once would have never been possible for the average person or small business. Due to small businesses having increased access to digital resources such businesses are always on the look out for and are taking advantage of new and cheaper ways to expand the reach without exhausting their financial resources or manpower. Global recession has also played a great role in the decision making process of businesses. For small businesses it has now become important to spend less and to gain more value out of marketing strategies budget. Small businesses can now easily compete with other large competitors by applying effective brand marketing strategies. Become noticed through the use of unique and recognisable design is one of those strategies.
If you don't know anything about branding then it may be best if you watch this short video before continuing on with the rest of the article. The video is about how to design a brand identity. It will give you an insight to the different elements that form a brand. If you are completely new to the subject then I also recommend that you read our other post about the difference between a brand, a brand identity and a logo before continuing on with this post. You can read that article here.
Video Credit: Creative Market - https://www.youtube.com/watch?v=03V5D2hS-h8
Why Your Logo Is An Important Part of Your Brand Identity
Your logo and its design are the visual identity belonging to your brand, business and/or products and services. Your logo needs to be custom to you and meet your businesses visual needs. It needs to be unique and visually pleasing. Logo design is something more than just a pretty icon and for it to be effective it needs to follow certain rules that help strengthen your brands image in the minds of your audience. A design when used properly and effectively can bring amazing results. A logo design that provokes thoughts and ideas into the viewers mind could lead to curiosity that ends up leading that viewer to taking a deeper look into your business and its products or services.
Fact: Images, pictographs and other visual content are much easier to memorise than text. Perhaps you will be familiar with the popular saying "an image is worth a thousand words".
Your Brain, Visuals VS. Text
The opportunity to put a thousand words into visual content is striking and luring, especially when there is the possibility of getting cheap design services from low budget freelance websites such as 'Fiverr'.
Now, we're not saying that this is always bad. Low budget marketing to some extent is still worth doing if that is your only option but you have to be really careful to make sure you protect your brands image as your image will be present through your brands products & services, logo, and the business itself. As well as all the things you stick your logo onto such as company vehicles, business stationary, signage and various other customer contact points. Your logo will often be the first thing potential clients see. So if you have really poor design then you could possibly cause adverse affects for your business, considerably more if you are trying to establish a larger customer base. The aim is to be smart in your approach to design decision making.
Be Smart When Buying Design For Your Brand
Professional logo design doesn't have to be expensive. All you need to do is make sure that you're buying the right package and know what that package contains, i.e, How many revisions do you get if not unlimited?, What is the time frame for completion?, What file types do you receive, do you get the editable save files?, and is there a quality assurance? Also make sure that your graphic designer has previous work to showcase.
These are just some of the many thing that you should be thinking about when making a design purchase. Make sure you know what your money is buying. If you want clean, smart and well designed finished products then your best bet is to find an agency with a good reputation who have a proven history of quality and a good demonstration of style.
For example, if you look at our website, (you should be on www.protechlabs.co.uk), you will see that we have integrated Pinterest on many of our pages. This allows us to showcase our work and provide you with inspiration and ideas that you need to get your project started. Above all you will see our style and theme in the types of content that we produce, promote and categorise on our website and social media.
A business with good design no matter their size can take advantage of large markets that were once dominated by big corporations with huge marketing budgets. This is no longer the case. Good design can truly make a small company look much larger which creates all sorts of advantages over competitors. It is important to keep design at the heart of your company no matter your size or budget. Just make that you know what you want. Don't aim blindly and hope that something good comes out of it. Take control and create a great impact that will present your business in a positive light.
Personality, Culture and Brand Identity Incorporated Through The Use Of Design
It's no surprise that some of the most successful and recognisable companies in the world are those who are distinguished one-of-a-kind cultures that permeates through every channel of the business and reaches customers on a human level. The culture of a corporation, its psychology, attitude, approach to business, values and beliefs lay the groundwork for a unique and compelling brand and corporate identity. There is a powerful and undeniable connection between the health of these companies and the brand their culture provides.
Many successful companies have discovered the "delicate balance between a brand and a strategy, and how this symbiotic connection encourages visibility and growth". The relationship is simple: Marketing strategies represent where a company wants to go and the determines how (and sometimes if) it will get there. Think of a brand, logo design, web design, visual and written content as a representation of your marketing strategy. The brand is extended and applied in every phase of your marketing strategy and plays a stylistic role in its execution.
Lets look at an example, Starbucks until recently didn't really have a marketing or advertising budget, per-se. Starbucks started advertising in the New York Times and on TV in 2009, and very gingerly at that. Once a week it would print full-page ads in the Time and on select channels it would air brief lighthearted commercials. Prior to this the company was able to very successfully promote itself and its products through word of mouth and slapping the 25-year-old logo on every cup its barista cranked out. Proving that even something as simple as a logo can deeply resonate with consumers. But it was the Starbucks identity that its millions of customers were happily waiting fifteen minutes in line for. The infamous Starbucks cup rapidly became associated with wealth, leisure, culture and high standards. From college kids to corporate CEO's, people couldn't get enough.
Starbucks enforced its marketing through clever and catchy campaigns. A genuine and human "front line" at store level, and for the most part acknowledging any mistakes or shortfalls that it might've run into. All of these action are traits portraying a deeply rooted culture that is exuded from top to bottom of the Starbucks hierarchy. Love'em or hate'em, there's no denying their great success even in a strained economy.
The visual personality or attitude of a design can be compared to people which and may reflect on various human states of mind, characteristics and behaviour. Just like people design can be fun, furious, cheerful, quiet, vivacious, coquettish, nerdy, savvy, and so forth.
Design must catch the correct personality and identity of its owner. This also assumes a noteworthy part in branding, and is why it is good to establish a brand archetype(s) for each project before any sketching begins. Line weight, shading, shape, typefaces and extreme levels of detail are the major things that we use to impact a logo's identity. A little change to both of those can definitely modify the mood of design.
Logo and web design forms a crucial component to all aspect of the branding process. The world is full of stimuli and the battle for consumer attention is increasing. To stand out in the crowed the use of innovative visuals and graphic design is essential. Branding as an overall strategy is only possible through effective design in all elements discussed.
We would love to discuss the topic with you. If you want to add value to the discussion use the comments section below or alternatively join the conversation on social media.
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Other Sources Discussing This Topic
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Why A Brand Matters
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By Fast Company