Putting an
identifying brand on a business often breathes terror into the minds of
designers, but it doesn't have to frighten you. There are several simple
ways of putting a brand on your business that brings clients back and keeps you
in the forefront of their thoughts when they need the products or services you
provide. Below are seven helpful tips.
1. Know Your Business
Purpose
What is the
purpose of your business? Answer that question in ten words or less, and you
suddenly have a purpose you can spout as an elevator speech. It's a simple
process, and once you have it, the value multiplies exponentially. You can't
beat a good elevator speech for relaying your purpose of business. Know the purpose of your design firm and why you exist. [4 Steps to the Perfect Elevator Speech]
2. Claim Your
Identity
Once you have
your purpose down to an elevator speech, you'll want to focus on one or two
terms that identify your business. It might be your business name, or it might
be the tag line - words that are not part of your business name that you use to identify
your business. For instance: a tax
business is called The Tax Office. The tag line is "Full Service
Accounting". Both the name of the company and the tag line identify the
business, online and in the local community. Do the same for your interior design firm.
3. Focus on
Your Vision
Visualize your
business as an office, not just any office, but the office you'd like to work
in. See your ideal clients. See your staff and design team. See the business in your mind's eye, and focus on
the part of the business that says "I'm Successful". This can go a long way in helping to solidify your brand.
4. Add Color
Power
In your vision, you probably had a sense of colors that moved you. Add those colors to your brand. These colors should speak success. For me, the colors that speak
success are purple, red, or blue. Whenever I put together a business lead or
header, I think of the colors that speak success to me and, somewhere in the
design, I incorporate that color in a significant form. Do the same with the colors you love and that speak to you.
5. Breath Life
into Your Brand
Motion [and form in the form of a logo] brings
your brand to life. I'm not necessarily speaking of actual movement. That can be distracting.
What I am referring to is the illusion of motion [or form] that breathes life into your brand. You'll want to
incorporate [that form] into your brand's logo. For instance:
The Nike Swoop seems to flow and move. It is a solid line, no motion, but it
flows. I've seen chandeliers, peacock silhouettes and birds in the case of Twitter. Remember these when branding your design firm.
6. Make it
Memorable
Your logo must
be seen in a flash, and identifiable after it's disappeared to be memorable.
Graphics that speak loudly, and fast, make a hit impact. The best way to keep
your ad flashing in their mind is to make it highly visible with contrast and
design. Be certain to
keep your logo simple enough to be recognized.
7. Simply Bring
Them Back
This also refers to
memorability. When your brand uses all of these items, and is readily
recognized, it will bring people back to see more of what you have to offer. Ask your
clients if they remember your logo? If they do, ask them what they remember. Simple logos
that use color, design, motion, and purpose are readily recognized. Make it
work, by creating a brand logo that keeps your business in front of your clients. Do this and watch the potential of your design firm grow.
By Jan Verhoeff
Image by Stocksource
Image by Stocksource
Jan Verhoeff
knows the value of Brand Identification. She works with clients regularly to
design Business Logos, Branding Identifiers that work for their businesses.
Sign up for a FREE Subscription to The Branding Iron at http://brandyourmarket.com
and schedule a FREE 30 minute consultation by phone.
+++
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