One mistake a lot of small businesses make is they focus on creating a logo and start building the rest of their brand around it. It’s understandable, but ultimately this only creates a short-term advantage that provides little investment.
When you create your logo, you should also consider what type of message you want to communicate, how your brand will fit into the community, and how much it will cost to maintain.
More than that, these groundworks are also crucial:
1. Create an identity or two
This is where you’ll want to lay out a comprehensive brand strategy that will tell your users exactly what they can expect from your business. If you’re new, this means branding your logo, website, and all aspects of your business. If you’re established, the strategy will probably be more expansive and may include things like a tagline or slogan.
2. Create a messaging system
This is where you’ll lay out a cohesive set of messages for each aspect of your business. It is mainly about deciding what you want to tell your current and potential customers. This will include things like a tagline, mission statement, and more.
3. Establish guidelines for your brand universe
You’ll want to determine what your brand’s message is clearly communicating to potential and current customers. This will include the tone you tend to use, the types of images appropriate and when, and more. Also, it’s important to have guidelines for using your brand across your different mediums. This includes web design, branding for print or promotional materials, advertising, social media and more.
4. Create a brand manual
This is where you’ll lay out your business’s different elements, including trim styles, typography and possible package designs.
The Bottom Line
When working on your logo, before making any decisions, take a moment to really think about the message you want to convey. It’s better to get this right than to be sorry.
It is crucial to consider what type of message you want your brand to communicate and how it ties in with your overall business philosophy.
Send us a message!
What do you think about this post? Share your thoughts, comments, or suggestions. Feel free to ask questions or for more details. Just click the button below.