To begin, let’s define “Brand Identity,” which is the combination
of consistent visual elements that are used in your marketing
materials. A basic Brand Identity Kit consists of a logo,
business card, letterhead, and envelope. It can be extended to
include a website, brochure, folder, flyer, or any other
professionally designed pieces.
Having a Brand Identity is incredibly important to your
business’s success. However, many business owners have some
misconceptions about brand identities that can damage their
businesses, and I’ve discussed those below:
- My Cousin Can Design My Brand Identity
(logo, website, and marketing materials). There are some very
significant areas of your business that should be left to the
professionals.
First of all, while your cousin may have been “great in art
class,” this doesn’t mean that they have the knowledge and
expertise required to create great graphic designs. Designing a
logo, business card, or website is much different than painting a
picture or making a collage. You must make a brand logo scalable,
meaningful, and symbolic. See my article on the “9 Keys to an
Effective Logo” for more information on what factors to consider
when creating a great logo.
Second, by having a professional designer on your business
marketing team, your projects will be a top priority. I have many
potential clients who start their designs with a friend or
relative, who are then “put on the back burner”, and then have
their project drag on for months. After much frustration, they
come to me and are amazed at how quickly things are completed. As
a professional, I make your projects the most important items on
my to-do list.
Finally, would you trust a friend to do something really
important requiring unique skills for your business? Make an
important client presentation for you, or give a speech? You
probably would not, unless they’re a sales professional or a
professional speaker. Would you trust a friend who’s “good with
math” to do your corporate taxes? If you wouldn’t trust an
amateur with an important business function, then why would you
trust an amateur with your brand identity – the key to your
marketing success?
- Designing a Custom Brand Identity Is Too Expensive
It’s true that having your marketing materials designed is an
expensive proposition. But, it may be even more expensive not
having a high-quality, custom brand identity professionally
designed – in terms of lost business, lack of respect from your
clients, not being taken seriously in business. The list
continues.
A strong brand identity quickly pays for itself. For most
businesses, if just a few – two or three – new clients call you
over the course of your business because of the equity that your
brand identity develops, this new business would pay for your
logo and brand identity design package. New customers will
contact you because they remember your logo, hold on to your
business card, or are impressed by your brochure. It’s likely
that many more clients than the required few will contact you,
and your business will grow from the (relatively) small initial
investment in the brand identity.
Consider also that a brand identity is a sustainable expense.
Once you’ve had a timeless logo and set of marketing materials
designed, you can use them for years to come. And, once you have
a strong logo, then creating consistent, targeted marketing
pieces and programs is an easy addition to your existing system.
- I Don’t Need a Brand Identity
If you are a professional in business, you need a brand identity.
You wouldn’t imagine being in business without other important
business essentials – your own computer, perhaps, or a business
name or bank account. A brand identity is another of these basic
business essentials – it’s the central piece to the marketing and
promoting of your business.
My professional experience has taught me that there is nothing
that looks less professional than not having a professional brand
identity. If you don’t establish a clean, high-quality, and
consistent look and feel to your materials, you’ll have a much
more difficult time gaining the trust of a potential client – and
signing them on to use your services. All of the Fortune 500
companies have a logo, and for a good reason – it makes them look
more professional. If you want to be perceived as offering a
high-caliber service, you have to look polished and “put
together.”
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