Graphic design and branding: 3 marketing tips from a professional
Branding is the creation of a name, name design, and symbols or designs that work together to represent a business. A good brand creates a lasting first impression that is unique and easily identifies your company. Ideally, the brand should attract the consumer’s attention, make a good impression and provide potential consumers with information about the services offered. A couple of well-known corporations that use branding effectively are McDonalds, think golden arches, and Macintosh, an apple missing a bite. Even if your business is small or just forming, you still want to start name recognition by incorporating branding during the early stages of business. When working with a graphic designer to create effective company branding, be sure to think about the big picture. Please consider the following:
1. Your company name should inform the general public about your business. If you haven’t decided on a business name, take some time to think about all the services or products you sell or will sell, and come up with names that clearly identify what you do. Some good examples are Petsmart, Rooms to Go, Famous Footwear, Carnival Cruises, etc. All of these companies use names that clearly identify what they do. They also provide a topic about the business. For example, savvy consumers shop for their pets’ needs at PetSmart, people in a hurry and want a mix-and-match style in furniture are drawn to Rooms to Go, when you need shoes, shop the best at Famous Footwear, if you want To have a lot of fun, don’t just go on a cruise, go on a Carnival Cruise.
2. Keep your company name and design simple. Your company name should always be easy to read. Any symbols or logos must support the name and not detract from it. Increase your knowledge of how large corporations make their company name easy to read and how the symbols used support the name. You can use the name to evoke a feeling, but it must be legible. For example, Ashley Furniture uses a sleek style in their branding, while Re/Max Real Estate uses a bold and exciting look.
3. If you add a logo, symbol, or image, use something that supports your theme. If you have a catering business, it is appropriate to have images of food or people celebrating with food. If you own a fencing company, you may want part of your name to appear with a fence-like texture. I realize this sounds obvious, but many times new entrepreneurs incorporate images that are personal and do not support their business. Do not include a photo of your child, a photo of a pet, or family photos, unless you have a business that services these areas. Try to be very objective with your logo or symbol. Does it really represent your business in the best possible light?
It may be helpful to consult with a graphic designer early in your business development. They may be able to show off samples that will help fuel your creative juices.