Branding; Impressive Isn’t It?
In the selling process, grabbing a potential customer’s attention in the first 10 seconds is Rule No; 1.
So how you present the right initial image of your Company to your customers or potential ones is vital to how they will perceive you?
From a marketing perspective, the brand or logo is the most important asset of a company as it is normally the first visual impression a person sees when coming in contact with the company or its products and services. It is your “mark” that differentiates you from other businesses in the market place and will be around for many years to come!
It is designed to represent what the company stands for; its image, direction, personality, culture and in particular confidence in what you deliver will be satisfied by that business or consumer.
This is a lot for a logo to deliver, a casual approach to it or looking at it, as a “grudge purchase” is bad business judgment. So the feel of the font and colour must please or represent how and what the company wants to be received by the customer. It is important to have “clear space” around the logo, where the logo is not crowded or mistaken for a less important part of the message. It is vital to the presentation you are delivering and represents a clear guide to your consumer of your brand values.
So to develop a logo, any designer needs to understand the following:
- Your customer target – to get a feel i.e.: masculine, feminine, environmental, sporty etc.
- Your future plans for the business i.e.: do you want to expand and have a corporate logo and sub logos for segments of the business or products that incorporate the main logo
- Do you want to include a tag line or brand statement with the logo – do you have one or is this part of the brief to be developed?
- Your company culture or personality – formal, easy, disciplined, how could you describe it by association to a person or product?
- Whether you want to incorporate a key product or service that you offer into the logo design.
As a guide to cost, the owner never sees logos, as a product that you buy and use daily like a coffee machine or a hair dryer! It’s just there!! Some put more attention to purchasing a coffee machine than their brand!
So it is always hard to justify the cost, as the time taken can be considerable to research, make initial design drafts; select appropriate colours and present for comment and input from the client.
The design can then go “back” and “forward” between designer and client three or four times before it gets the tick of approval. Most designers/agencies charge by the hour, the more preparation you do, the less the cost!
Then it comes to the presentation.
When a logo is developed there must be rules for use as graphic designers, printers, web designers and customers all need to be guided as to the exact content of the logo as if it is abused and varies from job to job, your clients will see that you are not disciplined and in control and may choose to go elsewhere. A brand usage guide is vital for your reference and for passing onto those that need to use your logo.
Most agencies will make a rough cost estimate, the more background work you do to develop in your mind what you want, the lower the cost estimate.
So if you were to document styles of logos that you like, answer the above bullet points, recommend favourite colours, if you have all of this prepared, the job will be quicker and at a lower price.
Be wary of the internet (International) methods of having a logo designed as yes they will produce a design, it will be inexpensive but it may not match or represent your Company or your standards the way you really expect it should do.
Your logo or brand represents your business; it is worth putting in the effort to get it right, if not at the beginning of your business path, then at least now, is a good time!