A great video to understand what branding is all about. Tyson Fenech's article shows why it is important to stand out from the crowd.
Corporate Branding - Will they remember you?
By: Tyson Fenech
In today's market selling quantity seems to be the rule of the day. Slap
together something quick and don't worry about what flies out the door, it
doesn't even matter who the purchasers are.
Companies who focus on branding will stand out amongst the crowd. Why? They
have recognized that most buyers' especially online buyers need confidence in
doing business with an established entity. Nothing shows your commitment to
your business like a well developed branding strategy. Having a great logo is
the first major step towards cultivating this development. Sure there are
plenty of "out-of-the-box" logo solutions and the prices are more
than appealing to a business that doesn't recognize the value of their
corporate image.
Why should you spend more than $300 on a logo? Would you buy a car for $1000?
Chances are if you do you'll be paying a lot more for maintenance and the
headaches it will bring. You always get what you pay for. This can't be
stressed enough. If you are willing to sabotage your business from the very
beginning by neglecting the image you portray to your potential clients, that
logo will be costing you a lot more than you're willing to invest. A
professional Graphic Designer will invest a lot of time, researching to produce
a logo that is truly unique (vital to branding and making your mark) and
introduce you to a solid first step in Branding your company as a powerful
entity. A logo is further enhanced by the elements built around it. With
everything related to design, everything should be custom made, now more so
than ever because the competition for capital is increasing. You have to be
better than your competitors in as many ways possible.
For the young start-up company, budgets may disallow you the option of working
with a professional designer. There are plenty of great designers out there
that won't gouge your pocket book but be certain that they are capable of
creating exactly what you want and that they have the experience to expand upon
the logo design provided. You want someone who is business savvy and has
demonstrated their applied knowledge. They must be able to foresee the bigger
picture. The success of your business rests on this.
Putting it Together
Generally speaking the more experienced the designer the higher the rates
charged. With the experience you will usually get a product that has been
developed and refined over time. A veteran Graphic Designer will be designing
with the big picture in mind taking your investment dollars further. The
numbers quoted are relative to what they generate, a client will be happy to
invest money when they see return. If the image developed for them attracts
customers price becomes secondary. Recognize the value of your image and take
your logo very seriously. As human beings we are visual.
For the long haul
Generally a business that has quality services to offer and takes their image
seriously will understand the value of investing in professional design. Most
successful businesses know how much they must devote to marketing in order to
generate the sales they desire. Those marketing dollars will be more effective
if your Branding approach was cultivated properly. If you take your business
seriously chances are you'll attract the same. How do you want to be viewed?
A Bit about the Logo
For the most part focus was placed on the business mentality rather than the
logo itself. There are different types of logos. Many large corporations
utilize strictly text or abbreviations. Companies like DELL, IBM, RCA, ABB,
etc. Text logos are very popular and are easily integrated across the Branding
board. Iconic treatments are also utilized by many businesses. An icon can be
very powerful in identifying a company. Take Apple or Nike for example. Using
imagery is a very powerful strategy in branding. Symbols guide us in our lives
and daily activities. Icons can be very simple and clean to more complex
utilizing gradients and simulated 3D. Illustrative (beyond iconic) is less
frequently used but can work effectively for companies that usually want to
portray a timelessness or "natural" homey feeling typically found on
a bottle of tomato sauce or organic potato chips.
Everything outlined above can dictate the price of your logo. The logo is a
powerful aspect of your company. It should take time to create and will require
much attention if it is to create a powerful Branding strategy. Be sure that
the logo designer of choice is willing to provide you with mock ups and
multiple revisions and is willing to help take your company to the next level.
Author Bio
Tyson Fenech is the Creative Director for Core Creative Concepts. Designing web sites and print materials for the past 7 years helping both small startups and Fortune 500 companies.
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