We’ve all been there. Standing in the grocery store aisle pondering whether we should buy the brand name or save some money and buy the generic. Same ingredients, same taste, right?
Transfer this idea to your business. You want to brand your business with a snazzy logo, a wickedly smart blog, and a good foundation that makes you stand out and draws customers to you time and time again. So you have a choice. One, buy a logo online (generic product) and think you are good to go with growing your business or two, hire an expert to design a logo and craft tools tailored to match and represent your Core Values (brand name product.) Sure you may pay more for the brand but this is your life’s work we’re talking about here! Brand your business and create an experience that will foster repeat customers and referrals.
You can check out our brand glossary here, or click on any of the highlighted words throughout this valuable content if you’re curious about its definition.
Here are 3 reasons why you shouldn’t just settle for the generic product.
Be YOU! Whether you like tattoos or not, you’ll want to embrace this example. So you go into a tattoo parlor and pick butterfly #3 because it looks pretty. A couple of hours later the artist has permanently stained your skin so that butterfly #3 lasts forever. You walk out proud–and maybe a little sore–ready to show off your work of art. That’s when you run into Betty who has butterfly #3 too. Don’t feel so special any more, do you? Make no mistake, I love tattoos, I personally have four. Each one is a custom-designed piece of art to mark a moment, a feeling, a belief, or a passion that describes a part of me. Your logo serves the same purpose. It’s a unique visual representation of your business.
Choose wisely. Hopefully, now you can appreciate the fact that catalog-picking your business logo is a bad idea. So now what? You need to find a creative to help you determine what visual representation is best for you and your business. So does that mean anyone who can draw? As someone who can draw and went to art school, the answer is a resounding no. You need to find someone who:
• Listens to what your business offers
• Knows your business values
• Cares about your ethics
• Takes time to understand your sales process
• Understands where you want your business to be in 5 years
• Realizes what makes you different from the competition
The list of questions can go on and on, but the point is, you are in business because you are an expert at what your business is. Now you just need to interview creatives and find someone that can translate your business into a brand. Ask about their creative process, look at other logos they have created, and make sure you like their style.
Go for the gold! Once you have your new logo, you are on your way to building a foundation for your brand. You will do well to have a brand standards guide to help you build consistent materials that represent your business the same way every time. These are also known as ‘brand touchpoints‘. Touchpoints include, but are not limited to Stationary, Website, Uniforms, Packaging, Collateral, Presentations, Forms, the list goes on and on.
But what you might not know is that they also include: Writing, Image library, Acronyms, Terminology, Environment
By now you can see that while it is crucial to your business, your logo is only one part of your brand. Investing in custom-tailored tools made to emphasize your expertise is an excellent way to make memorable impressions for long-lasting business relationships. Whenever a potential customer comes in contact with your brand, it sets the stage to pull them in so they can listen to your sales pitch and make the purchase.
So the next time you are tempted to go generic with your business, remember what you would be giving up. Go instead with the solid gold brand name and take your business to the next level!
Check out some of our favorite branding projects here.