Whether your re-branding or branding, there are a lot of decisions that need to be made. My branding guidelines are made to cover some of the most important parts to the process.
Your name and logo have a huge impact on how your business is viewed. I was once told your logo should be simple enough to draw on a piece of paper in a pub from your memory. A strong simple brand will stand out above the competition. Your Business name and logo will appear on all areas of your business to identify your company or your company’s products or services. If its too complex it will look amatuerish, so simple clean designs is essential.
Think of the Golden “M” of McDonalds, its unique. Think of the swirly font and navy blue handwriting of Boots the Chemist. Your logos, colours and fonts need to belong to you. Simple, unique designs will enhance the trust of your brand.
If you have 2 or 3 logo ideas then test them out before finalising the design. Ask your test group why they like it and what the logo, colours and fonts impart to them.
You need to protect and enforce your intellectual property rights. This typically includes brand names, logos and slogans. One lawyer who helps startups and small businesses said “It’s important to protect your intellectual property rights before you launch. This involves carrying out clearance searches to ensure that your chosen brand names and slogans are available for use and registration”. Because the branding is so public, it is vital to protect the design and appearance of your brand.
As soon as a visitor notices an inconsistent colour or font, it will subconsciously ring alarm bells. As is often said, branding consistency leads to familiarity, and familiarity leads to trust. If you arent trusted, people will not purchase from you.
So often business owners start down a road and then refuse to admit its been the wrong direction. If someone shows you, youve been traveling down the wrong road on a map, don’t allow pride to blind you. You can always make changes to refine or expand your brand if it is obvious the inital versions are in need of a makeover. It’s not wrong to make changes if it’s not working.
Its hard to stand out if you don’t know what the comparison is. Your clients will know the competition better than you if they are refining their research. Make sure you are aware of what others in your sector are offering. Your product or service should set you apart from your competition. You need to bring a value that differs from your competitors.
Millionaires, dont turn up to customer meetings in a Robin Reliant. If you have a great product or service, then let your website reflect that success in having a strong professional web design. A poor design or website that doesnt work on a mobile speaks volumes (not in a good way!)