At US Design Lab, we’ve learned that creating an effective branding identity is about more than just an appealing logo. Through our experience helping hundreds of businesses with their branding strategy, it has become clear that many businesses are under the same false impression: that getting a great logo is the pinnacle of branding for their business. And since there are now so many services offering well-designed logos at a low price, it’s easy to fall into believing that your beautiful $100 logo is all you need to sweep customers off their feet.
Unfortunately for businesses around the world, that just isn’t true. Branding is about a lot more than a captivating logo. Instead, you need a complete branding identity that encapsulates your business’ unique features, strengths, and competitive edges. And creating a branding identity like this isn’t easy; it requires the cooperation of a designer and a branding professional. Sometimes, businesses bring in an entire design team and a separate branding team to create the perfect brand identity, at great expense to their bottom line. And if you don’t like the branding identity that these professionals create for you–what then?
CREATING A BRAND NEW BRANDING IDENTITY
If you’re starting from scratch in creating your business’ branding identity, it can be pretty overwhelming. There are thousands upon thousands of businesses advertising branding services–including us! But to find the right branding professional for you, don’t just pick the first one you find on Google. Take some time to narrow down your branding needs. We recommend asking yourself some of the following questions before speaking with a branding agency:
- Market: What kind of business do you have, what product or service are you offering?
- Audience: What is your target audience?
- Vibe: What do you want your customers’ first impression of your business to be? What kind of “vibe” or “feeling” do you want consumers to get from just a glance at your business?
- Strengths: What are your business’ distinctive strengths and competitive edges?
After you’ve figured out a direction, think about what kind of services you really need to bring your vision to life. You can get a nice logo design for a low price, but that usually isn’t enough for consumers to get the right impression of your business. In our experience, a comprehensive approach is always more effective. Of course you need a logo, and it has to be perfect. But you need a lot more than that, too!
You’ll only get the full benefits of an appealing logo if you complement it with things like mascot design, business stationery & letterheads, business card designs, and more. Details are vital; you want consumers to get a cohesive impression of your business. Additionally, to increase the effectiveness of your branding, we recommend complementing it with other design aspects related to your business. Interior design, product design, packaging design, and even furniture & equipment design can all be created alongside branding designs. This way, instead of attempting to get your reputation across to consumers with just a logo, you’re choosing to brand all aspects of your business’ design to create an effectively branded environment!
BREATHING NEW LIFE INTO AN OUTDATED BRAND
Now, maybe you already have a brand, but haven’t seen as much growth as you’d like to. Perhaps sales have even begun to plateau. There are many reasons that a business can experience stagnation, but one of the main ones is an outdated brand. In today’s crowded market, one thing is inevitable: designs grow old, marketing messages become less effective, and brands suffer.
But it doesn’t have to be this way, as long as a business is willing to adapt itself. Many older businesses fall into the belief that they can force the world to adapt to them, or can stand on their experience or reputation alone. Unfortunately, no matter how much experience they have, the majority of businesses can’t stay afloat in the modern business world. In the current market, consumers are overwhelmed with options for nearly any product or service they’re looking for. Making your business stand out is no longer a preference, but necessary for survival! That’s why an effective, cohesive branding identity is more important than ever!
In some cases, all it takes to revive an outdated brand is a new, fresh logo or a minor name change. In other cases, though, a business needs a full brand upheaval and renovation to attract new customers. Regardless, if you have a business with an outdated brand, you should take some time to consider your ideal business brand, and then compare it with your current one to see where it differs. And remember, no matter your business, old brand does not mean a dead brand! With the right design & branding team at your disposal, any outdated business can be made new again.
CONCLUSION: IT’S MORE THAN JUST A LOGO
By this point, you know that effective branding is imperative to a business’ success, no matter how old your business! And you also know that the creation of an effective branding identity is about a lot more than a logo. If you have a new business that needs unique branding, consider what you’d like a customer’s first impression to be. If you have an existing business with an outdated brand, try putting yourself in the consumer’s shoes for a moment: if you were a customer seeking the product or service you offer, what would make you choose your company, or what would perhaps lead you to look elsewhere?
No matter your branding needs, it’s important to keep in mind that branding and design should go hand in hand. Good branding relies on fantastic graphic design, so you should look for branding help from a design-minded firm. A company offering branding services on an ugly website with a badly-designed logo should be a red flag! And lastly, of course, you can always come to us at US Design Lab, where our lead designer will work with you personally to develop the perfect brand for your business. As a design & branding firm, we can even offer special packages that allow you to combine your logo design & other branding design with your interior design, concept design, or even product, packaging, and furniture designs, for a complete branding identity. Check out our portfolio and see our services for more information, or contact us directly for a free consultation!
Now get out there and brand yourself!