August 6, 2013 by Rebecca Prescott
Image is everything.
This phrase was popularized in a 1990 ad campaign for Canon. The 30-second commercial for the Canon Rebel featured tennis great Andre Agassi hitting balls, laying by the pool and hanging out on the Vegas strip. The spot ends with Agassi’s eyes peeking out from behind his sunglasses and stating, “Image is everything.”1
Even if the campaign didn’t cause shutterbugs to drop their Kodaks and Nikons in a rush to be more like Agassi, it did affect the vernacular in certain circles (mainly those who think about branding, logos, and company image).
So sit back and think about what your brand looks like. What is your image? What do people think when they see your marketing materials? Do your materials reflect you and your strengths as a financial professional?
In previous branding blog posts, I’ve written about the need to take inventory of your brand, and formulate a strategy. That strategy has to include your image.
The easiest place to start building an image is your logo. There are tons of resources on this. I found this blog (and it just happens to be the first to appear on my Google search) which is a great resource, http://www.creativebloq.com/graphic-design/pro-guide-logo-design-21221. Keep in mind that logo design, if done well, will cost you money. But it’s an investment that if done right, will pay returns for years.
Next you need to think about a tagline for your business. What’s a phrase that you can use to sum up your business or service? When developing this tagline, go back to your brand inventory and look for some of the key themes that speak to what your business is really about. Think about your ultimate purpose.
And finally, put some color with things. Pick one or two colors (which are likely to be found in your logo) and use them. Resist the urge to use every color in the Crayola box, and stick to the few that match your logo.
When it’s all put together, get some feedback. Show it to people and see what they think. Get their first impressions and make tweaks from there.
And then once it’s all put together, use your logo and tagline on all of your materials. Pound it into people’s heads. The goal is to create visual recognition, and get people to remember your look. But make sure you put some thought into it, and don’t just slap something together.
Because image is everything.