<p><b>First, What Exactly Is A “Brand”?</b></p> <p>It’s much more than a flashy logo and a catchy slogan. Brands are composed of consumer touch-points, and the perceptions they create. Every experience a person has with your company, products, or services, communicates a message establishing a perception that defines your Brand. A Brand is as much the perception of beauty in an attractive marketing brochure, as the perceived ease of navigating a user-friendly web site. It’s as much the tangible perception of quality craftsmanship, as the intangible perception of friendly service.</p> <p><b>Second, What Is A “Brand Identity”?</b></p> <p>Because we each view life through the lens of our individual experiences, perception can’t be determined, only influenced. Influencing perception is the job of the Brand Identity. A Brand Identity is the visual articulation of the perception you wish your Brand to convey. Graphic Design is the craft used to create the Brand Identity. Marketing disseminates the Brand Identity. Advertising promotes and sells the Brand Identity. Together, they work to create, retain, enhance, sustain, and when necessary, recreate, Brand perception – all in an effort to elicit the desired consumer action.</p> <p><b>The Top Three Mistakes Businesses Make When Designing Their Brand Identity?</b></p> <p>1) <i>Not working with professional graphic designers:</i> Accessibility to computers, design software, fonts, etc., has created a proliferation of “off-the-shelf-graphic-gurus”. But, knowing how to use Photoshop doesn’t make someone a designer anymore than knowing how to scramble an egg makes someone a chef. Navigating the complexities and nuances of effective and compelling Identity design requires the acuity of trained, professional practitioners. </p> <p>2) <i>Cutting corners on quality:</i> Graphic design, printing, photography, illustration, copywriting, materials, and overall consistency in visual tone and message each influence consumer perception. Skimping on these could communicate a lack of quality that will reflect poorly on your Brand. You might save pennies up front, but it’ll cost you in the long run. </p> <p>3)<i> Not following through:</i> Designing your Identity is the first step, but it doesn’t end there. Building Brand equity takes time. Once your Identity has been launched it must be managed as your business grows and the Brand evolves. Communicating a consistent message, while being flexible enough to adapt to change, keeps your Brand from becoming obsolete. This requires constant attention. Trying to tackle the task yourself is a recipe for failure. Maximize your return on investment in Brand Identity by keeping it in the expert care of design professionals.</p> <p><b>Tips On How To Develop A Successful Brand Identity.</b></p> <p>1) Understand that working with a professional graphic designer is a capital investment, rather than an expense. Investing in quality up front generates greater dividends in the long run.</p> <p>2) Work with a designer who excites you. Designing a creative and effective Brand Identity is a highly collaborative process. It not only requires imagination and skill, but also a spirit of enthusiastic give-and-take among people who inspire and challenge each other.</p> <p>3) Be open to bold ideas, and willing to take risks. Creativity and imagination are still the most effective means of gaining an unfair advantage over your competition.</p> <p>4) Remember that bad design is often as memorable as good design. You have to decide how you want to be remembered.</p> 2008-08-06T16:46:08Z -18.7373 930 1379 true 18 16114 differentiate-and-succeed 5 2008-08-06T21:57:34Z 2008-08-06T21:57:34Z

A well-designed Brand Identity is the most effective tool your business has for attracting attention, communicating with consumers, establishing emotional connections, creating desire, and eliciting action.

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