Why Is Branding So Important?
So what is branding? And why is it so important for your business?
Branding goes way beyond just a logo. When you think about your brand, you really want to think about your entire customer experience…everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff. When you look at this broad definition of branding, it can be a bit overwhelming to think about what is involved in your brand. In short, your brand is the way your customer perceives you. A good brand doesn’t just happen… it is a well thought out and strategic plan. Many small organizations and start-ups neglect spending necessary time thinking about their brand in this broad sense and the impact it has on their business.
Design Council Guide To Branding
Check out this great guide to branding form the Design Council The Power Of Branding
Choosing a Designer
You need to find a designer, but you are unfamiliar about the process, worried about how much it might cost, what you should be asking for or even whether you might get ripped off. Design is one of the important things, along with service and quality, that defines your business. So just how should you go about finding someone?
1. Selecting a designer – freelance or agency?
Designers range from students and graduates to creative professionals with years of experience. Word of mouth is a great way to find a good designer, so check with friends or other businesses…frankly in Brighton there are no shortages of brilliant designers, but quality is important so try and get a recommendation. Remember that an agency may charge more than a freelancer but can give a full service.
2. Find a designer who is interested in your business.
A designer’s job is not just about creating something visually appealing, it’s about them understanding your business and communicating the right message. They should do their homework on your business and be able to talk to you about how they can move your business forward.
3. First meeting
Take examples of what you like such as leaflets, posters, booklets and even websites – whatever you think represents your business. This is a good way of telling your designer what you like and what you don’t like. A good designer will talk through your ideas and save time and money by coming up with relevant concepts.
4. Commissioning design and getting quotes
Make sure you know what is included in the prices you have been quoted, agree timescales and for larger projects get a contract. Check that the designs are visually appealing and clearly communicate the right message. More importantly, will it win over your existing customers and engage new ones? Show the concepts to your closest customers and friends to see what they think.
5. Your website
Websites are usually the first thing that people see about your business and it’s important that pages load quickly and provide the right information. Make sure your designer can do all the things you want your website to do. Do you need a website you can update or are you going to pay for changes? A designer should be a part of your team, someone you can trust and rely on to return your messages and not let a project fall by the wayside. If they can’t do a particular aspect of your job they should be able to point you in the right direction. Take your time to find the right people and they will be there to see your business grow!