Inside Small Business | Small Business & Home Business Marketing

Branding Your Brand

Stephen Wright, Wright Graphics

Logo design companies supply your logo to you in many different formats for consistent and easy use across different media e.g. web, print. But the challenge is how to tackle brand-building. What is the strategy for small business? Here’s a scenario to consider – You have your new logo, you can start the marketing now, right? Wrong!

It takes more than just a logo; you need to brand your brand. Let’s start with a typical small business situation: you know you’re different and can do a better job than the competition – if given the chance.

But first impressions count. You need to be seen to gain recognition and build your reputation. In a crowded market a couple of seconds is all you may get! So how do you communicate all the benefits of using your services to your target audience? A strong, relevant logo supported by recognizable branding which is achieved using color, typefaces and imagery – that are relevant to your company or services. Importantly there are 3 rules we apply when branding a company:

1. Consistency

2. Consistency

3. Consistency

Repetitive branding will build your brand, to brand your brand, i.e. create effective brand awareness of your company or services. To maintain this consistency you will need to have and follow a style guide. This is a simple, easy to understand guide to using your logo, colors and fonts – and maintain consistency in your branding approach whether it’s for a business card, flyer or a sign outside your shop.

I would suggest that you employ a designer to help you devise a style guide, one that has a strong portfolio of corporate design, because the basics are the same for any company – be it large or small. Your style guide will be worth spending money on, because as you grow your business it will be your roadmap to branding success. Basics like consistent use of color and shape will all become even more important as you grow! With the right style guide you will be able to manage effective and consistent branding across all your marketing.

Stephen Wright is a leading branding and corporate communications designer and manages his Sydney Graphic Design firm Wright Graphics on Sydney’s Northern beaches. http://www.wrightgraphics.com.au

Posted on Tuesday, January 29th, 2008 at 12:31 pm and is filed under Advertising, Branding, Design, Marketing. You can follow any responses to this entry through the RSS 2.0 feed.