November 12, 2013 by Rebecca Prescott
Branding and brand development is an ongoing process.
No successful company—or one of its corresponding brands—has experienced continued success by resting on its laurels. Branding, like selling, is an evolving process.
A cohesive and comprehensive look is important for a successful brand. It is reflected in a logo, a set of colors, and the basic words that go along with your advertising and promotion.
If you have this part nailed down, great! But if you’re wondering how to pull these elements together, here are a few tips to consider before moving forward. In this installment, the focus is on logo and color.
Unless you have a degree in visual arts or graphic design, paired with an incredible threshold for constructive criticism, hire a graphic designer to create your logo and color scheme. Why? A graphic designer has the software and skill set to serve as an independent, objective voice in the creation of your look.
A good designer will take the time to talk to you about your business, your clients and the competition. You should expect to receive three to five options to mull over and tweak before settling on a final design. This designer also should provide you with a color and a black and white version of your logo (in .JPG and .EPS formats), as well as a set of colors that you can use with your logo.
You can do some homework before you meet with the graphic designer. Look at the logos and color schemes of your competitor and your industry. (For example, financial organizations love blue, because to them it represents stability, trust and loyalty.) It’s up to you to decide what you want to communicate to your customers. A designer will help you communicate that message.
Need some inspiration? Take note of the brands or products that you respect. What do they look like? What colors do they use? What do their ads looks like? Then think about how you could apply the same concepts to your brand.
A logo and color palette are the first pieces of the look. In my next blog, I’ll talk about how to develop a tagline and some basic written pieces that can be used side-by-side.
If you’d like to read the previous entries in our branding series, click here.