As the saying goes you only get one chance to make a good first impression and in today’s crowded marketplace, first impressions are as important as ever. Gone are the days when a logo on headed paper equalled good branding. A brand is not just a logo; more importantly it is a representation of your company ethos and personality. This includes your style of design, your execution of that design, your attitude, your marketing and your internal policies.
Branding is a complex subject and getting your corporate or product identity, look and feel consistent from the beginning puts you on a good foundation for the future. Simplicity is the key, even if your messages are complex, the way you communicate them can still be simple. This guide outlines stages of the design process to ensure that you get the most from a branding exercise.
The process…
The Strategic Decision
An important step when considering a re-brand is to consider who your key audience is and what you wish to communicate to them. What are your messages and why do customers need to know them? Once these questions are answered the re-branding process becomes easier and far more effective.
The Design Selection Process
The selection process can be a daunting task and some people shy away at this point. However, with careful planning and helpful advice, selecting the right design agency can be straightforward and hassle-free. There are numerous design agencies offering a variety of services and it is important to decide on a dedicated design business in addition to who you also feel offers the best working partnership. Professional agencies should all have a website, which provides an introductory insight into the style and culture of the agency and a gallery of previous design work. This said, nothing beats face to face contact. Once you have researched agencies, arrange a meeting and request a presentation of portfolio and past work. This gives you the opportunity to see and touch previous design projects and also get a feel for the personalities involved. During this meeting you will also provide the agency with a brief of the project and outline what aims and objectives you are trying to achieve. This brief will form the foundation of written proposals and costings.
Implementation
Once you have selected an agency that you believe understands your requirements and can complete the project on budget, the design process will begin. A reputable agency will provide more than one visual solution for you to choose from presented through a range of devices (e.g. stationery set, signage, website etc) and this option when chosen is not set in stone – options can be adapted and amended where possible. Open communication between designer and client is essential at this point, as any misunderstandings will prolong and complicate what can be a simple process. Once your creative solution has been agreed and art-worked, the device will then come back to you for final sign-off. It is vital to proof read your material in detail as any mistakes missed at sign-off stage are the clients’ responsibility and could lead to further costs.
Finally…
Remember that your brand needs to be consistent across all corporate marketing and advertising materials; not only on your letterheads, compliment slips and business cards but also on signage, leaflets, brochures, email signatures, PowerPoint presentations and crucially your website. A different logo, font or colour across the business causes confusion amongst your target audience and gives out the impression of disorganisation.
So to summarise:
• Identify your key brand values and messages
• Ensure consistency across the brand
• Take ownership of the brand
• Involve all staff members in the process
• Communicate your brand wherever possible
• Always meet and exceed brand promises
• Don’t be afraid to make changes to move with the market
The process will take time, money and attention to detail – but the impact on your business will reach much further than you think.
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