Why is brand identity so important?
Consider you’re on a quest of finding professional legal services for your small business. Being a prudent business leader you’d probably look into several options. You will also have some qualifying criteria like price, availability, trustworthiness and competence. Somewhere in the back of your mind you will have this thought — “How likely are they to screw things up?”
Now imagine you have selected two companies that seem to be of equal quality, exactly the same pricing, competence and so on. Which one will you choose — the one with inconsistent, shoddy, back-of-the-napkin kind of visual identity? Or would you rather select the one that looks coherent, thorough and professional?
Your prospects compare your company to other alternatives in the same manner.
Brand identity helps your small business stand out, become memorable, convey your marketing message and attract the kind of buyers you are interested in. When all other factors are equal, branding is what sets your business apart from bland competition.
Branding color palette
Colors can set the mood. Colors can help you get noticed. There are warm and cold colors. There are neutral colors. There are colors that will blend you in and there those that will make your company stand out. There are color combos that can make a statement.
We will elevate your brand with color combinations that reflect and support your brand’s essence. We will help you avoid most common mistakes such as: color imbalance, lack of contrast, too bright or too dark colors and implementation of too many colors
Typography design services
We will create a perfect typeface combo — fonts that will complement one another and give your brand its unique character. When budget allows we will commission the best calligraphy and hand-lettering artists to create a one-a-kind masterpiece of a typeface.
Most small businesses wouldn’t need a custom-made font. The challenge lies with choosing the right typography that can support your marketing messages. There are too many fonts out there. Knowing which ones to select and why is not an easy-peasy job. We will help identify the best fonts for your small business that are different yet appropriate.
Iconography design elements
Some applications both web-based and physical require custom iconography. When user or customer experience is of topmost priority for your company and you have a high traffic business it makes a lot of sense to invest in custom icons.
When clients can select an option faster without the necessity to read the label, icons are a perfect shortcut that saves your clients time and removes frustration.
We will create custom-made icons for your service business. This way your visual identity will become more memorable and you will help your clients by making their lives easier.
Sometimes images can tell your prospects a story you just can’t tell with a few words. Combining marketing messages with powerful imagery can do wonders for your sales efforts.
We will help you hire a renowned photographer. A professional photo shoot will help convey the right message for your target audience. We can orchestrate a production for product launch, a company story or a product review.
When budget is really tight we can help you choose stock photos. We will advise which images are the best fit for your brand. We will manipulate images by applying filters, adjusting temperature and contrast to align them to your brand’s look and feel specs.
Graphic design patterns
Can you name a few luxury brands that have a unique pattern in their designs? How about Louis Vuitton — can you picture the pattern? Does it feel luxurious to you?
Great graphic design patterns will elevate the image of your brand. It is a subtle yet very effective way of visual communication.
We will create unique patterns for your small business that can be applied across most of your marketing collateral: brochure, business cards, website, presentations, ads, signage, indoors and outdoors.
Graphic design elements
Have you noticed some blobs and droplets across our website? Have you seen waves and circles? These are the graphic design elements we have chosen for our designs. We are using them consistently and for a reason.
We will create unique shapes and graphic design elements to help your marketing collateral stand out from your competition. The work we produce will be noticeable, memorable and different from what’s out there in the marketplace.
What good branding can
do for business?
In short — it can do a lot. Company branding creates recognition in the marketplace. Branding helps you set your small business apart from the rest of the bland competition. It makes it easier for your clients to distinguish your products and services.
Studies show that brands have real value. This means that if there ever comes a time to sell your enterprise, the brand that you have invested in can increase the company valuation.
Brands can also create customer loyalty — you might think it’s a bit of a stretch but it does encourage loyalty among your clients. They also are more likely to spread the word. Consider your own behavior — how likely are to recommend a brand that looks awesome versus the one that looks sloppy?
Branding can boost your employee morale. Consider placing yourself in the shoes of your employees. Would you be more motivated to work at the company that invests in branding? Because branding extends beyond logos and websites — it’s the furniture, the tools, the atmosphere, the space you work in, the places you choose to go to improve morale and so much more.
Employees that enjoy working for the company that cares about their well-being invite their friends to join your company. You will be able to save on talent acquisition.
All in all — the better the branding the more likely your business is going to benefit from additional sales, loyal customer base, eager employees and lucrative word-of-mouth.
Impact of brand consistency
Being consistent in marketing communications is very important. The first reason is obvious — not to confuse your target audience. Inconsistent branding can do more harm than good. The second reason — consistent branding can amplify your marketing message.
Your prospects will come into contact with your brand at different touchpoints: website, online ads, social media posts, conferences, etc. If they can recognize you fast they would be able to add more information about your small business into the virtual box that has your brand’s name on it.
The more your potential clients know about your company the higher the chances they will consider you as an alternative among other suppliers.
Brand consistency piles up over time and has a positive snowball effect on your business. The impact can be measured by brand recognition. If your prospects can recognize your brand fast and if they can associate your services with a solution to a specific problem, you consistent branding is working in your favor.
Why have a brand voice?
Imagine two situations. First, you are being greeted at the front desk by someone in a fancy dark suit saying: “Good evening. Delighted to finally meet you!” Can you see a picture of where and when this might be happening? Can you imagine the voice of the person?
Now imagine someone in a green suit instead, who says: “Greetings humans! We come in peace.” It’s a totally different story now, isn’t it? Dare we say - funnier? Would you instinctively adjust your perceptions of the voice for this character?
Great authors can create unique voices for their characters in fiction. Have you ever felt like falling in love with any of the characters? The same goes for your brand — it too can have a distinctive voice with a remarkable personality clients can fall in love with.
We can help your small business to find its voice and pick the right tone that resonates with your target audience.
“C’mon, who needs a story when the product just sells?” When your business is thriving and customers line up for your services, it seems that you’re “in chocolate” (hitting the jackpot non-stop). But at this time business leaders should seriously consider their next steps.
Competitors are not going to sit still. They will want your success for themselves. The competition is constantly watching and analyzing your moves. They will try to copy your business model and improve it.
A new hot kids’ toy, for instance, is replicated and available for exports within six months of the original launch.
The current demand for your particular solution won’t be there forever. Someone will eventually catch up and offer the same, cheaper. With identical products in the marketplace — from the clients’ perspective —which one do you think buyers will choose? Better. Faster. Cheaper.
Cheaper competition means that your margins will start going down. Your job as a small business owner is to differentiate from competition and make above-the-average industry profits. It is the only way to increase your chances of sustainable business growth.
Brand storytelling is one of those differentiating factors. It will help you stand out and find your kind of buyers — people who shop not on price but on mores.
Web design for small business
Subject to business objectives we identify during our Marketing + Brand Strategy workshop we will build a professional website for your small business. A one-of-a-kind website that is worth making. A web app that delivers results.
Your company website will be modern, well-designed, robust, responsive, fast and reliable. More importantly — it will be created around your company’s business objectives.
We can create landing pages with high conversion rates. We can build a custom admin panel with a robust content management system for your company. We can make your team more productive by coding custom-made web-based solutions for your small business.
We always follow modern industry’s best practices. We optimize website’s performance. We design outstanding user experience (UX) and keep an eye out for ever-changing SEO requirements. As a result — we drive more business through your company’s digital doors.
Sold. Where do I
sign-up for branding?
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