When was the last time you really gave thought to your logo, font and color scheme? Every year I re-visit my branding style and though I have looked at other logo’s, fonts and colors through the years, I have stayed with mine for consistency sake though I know I probably need an upgrade.

While having a smartly designed logo and website is sure to help your business promotion, it’s only a small piece of the puzzle. Does your design look like it belongs to your company? Does it FEEL like your company? A company newsletter shouldn’t just match the corporate identity system, it should feel like the company itself. This feeling or vibe that your business design is sending out creates an impact. Branding is the impression that the audience receives.

What kind of emotion is your graphic imposing on your client? If a customer is put-off or feels uncomfortable with your company’s design materials, they’re likely to find another company to go with.

So how does one go about branding? Where do you start?

What are your company’s core values? How do you want the public to view you? Do you want to be a bold leader or a comfortable service provider? The image you want your business to portray starts with a little research staring with your competition designs.

Have a professional help you to design the logo that reflects the goals of your company. Carry this approach through everything your customer is going to see – business cards, brochures, signage, etc. Be as consistent as possible with your new look.

Research your market. You must know who your audience is and where to find them. Only then can you advertise to the right people.

For example, I once received an opportunity to advertise in a movie theater. Why would I do that? Most movie goers would not be my target market of business owners, nor would they likely call me because they saw my ad before the movie. I would however take an ad out in the local comunity play program because local business owners may see my ad and realize I do support my community.

Start marketing. Now that you know what your company’s image should be and you’ve designed the materials to help you promote that concept, market it. By networking, blogging and advertising, you’ll be placing your brand in front of people over and over. Remember – know your audience. It’s all about making matches – finding the matching audience to your business.

By figuring out “who” your business should be and how it should be viewed aesthetically and emotionally, you’re saving yourself a lot of advertising dollars. Money and time is wasted when trying to market to a crowd that won’t care to notice you. By branding yourself and reinforcing it to the right people,your consistent message will establish itself in your marketplace.

My Best,
Kathy Kane
Market Insights, LLC