Designing
Your Company's Success
by
Kaye Marks
Developing brand identity is a
vital part of succeeding in the business world. Your goal, of course, is to
generate an identity that is instantly recognizable to customers, and leads them
to investigate your company to fill their needs.
Many
components go into developing a brand identity. Most companies are familiar with
one of the primary components:
the company
logo.
It is
important to have a well designed logo that fits with your company and is easily
recognizable. It is also important to ensure that all of your products and
advertising literature displays the same logo. If you have a logo that includes
a lion on one package, and a logo showing stars on another, you have completely
lost the reconcilability factor.
However, more
goes into generating a brand identity than just the logo. Every aspect of your
company must incorporate the same basic design. Of course, you want to display
your logo quite prominently on everything, but that is not what I mean. What I
mean is that all of your products, all of your advertising materials, and all of
your online media should use the same basic design.
Your website.
Do not make
the mistake of failing to incorporate your overall design into your website.
Some companies invest millions is brilliant ad designs that they plaster all
over their literature and in their commercials, only to ignore their online
identity. When customers visit that company’s website, they see a totally
different design than they saw in commercials. That company has lost a prime
chance to build their identity in that customer’s mind, and they have perhaps
failed to make a loyal customer in the process.
When you have
your print and television designs made, go a step further and have it integrated
into your website as well. When all of your efforts project the same image, it
goes a long way to establishing your identity.
Print
literature
Another common
mistake that companies make is investing mounds of money in designing their ad
campaign, and then tries to save money by spending as little as possible in the
actual printing of the literature. This is a monumental mistake. The greatest
design in the world will fail if it is not properly transferred to paper. In
fact, if a poor quality company is used to do your commercial printing, it can
do more harm than good. That design that you were so proud of when you saw it on
the computer screen can end up looking atrocious on paper, and will turn
customers away rather than bringing them in.
Investing in
using a tested, quality commercial printer can bring in thousands in added
revenue. A good printer will take your well planned design and convert it into
an effective, consistent advertising effort.
Your products
Finally, make
sure to build upon your efforts by adding elements of your design to your
products. When you ship a product to a customer, they have already used your
company and paid for your services. Build upon that by putting your logo, and
overall color scheme, onto stickers on the package. This will reinforce your
identity in that customer’s mind. As long as they are happy with the product
that they purchased, they will consider their experience with your company to be
a pleasant one, and your design will stick in their head.
Kaye Z. Marks is an avid
writer and follower of developments in
commercial color printing industry and how these improvements can benefit
small to medium-scale business.
Article Source:
Amazines.com
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