As a designer, I have been put on the spot many times by potential clients or in general conversation about the importance or lack thereof for branding a business, organization, or other entity. Most mid-size to larger companies have very striking branding to include: logos, color choices, total branding of maybe a building, vehicles, pop-ups, etc. For smaller businesses and entities, the view I come across the most is that branding doesn’t seem to be important. Many times though, the reason for this particular viewpoint is that those individuals have not found an option for actually branding their entire business that fits within their budget, so they go without.
But there have been a few that have argued with me that they don’t see the importance, nor do they see the difference in this. Since my goal is to help the client, I try to see it both ways, and accept when someone is not ready to move forward with a full branding or saturated approach to their look, logo, style, etc. But it’s nice to dream and imagine what that full presentation of their brand would look like.
Some businesses are fortunate and have a resident designer or stylist in the form of a co-owner or loving spouse who has fantastic vision and they can pull it all together with the help of a few outside contractors, like myself to complete their look.
Regardless of whether this is you and your business or not, my purpose and goal with my design company is to help in any and all places where it is needed. To provide budget-friendly designs and resources without overcharging and taking advantage, and ultimately to give a shockingly-good design to a deserving client that will serve them for many years to come.
In my opinion, branding is a must for EVERY business and entity. You see it even on doctor’s and government websites. There is “look”, a logo, a brand – if you will. Cheesy at it may be, they know their crowd.
THE POINT OF BRANDING – MEMORY
I believe one of the most disregarded parts of branding is the effect on the human memory. If we are talking about a shop or salon (for example), it can be everything from the lighting, the paint colors, an essential oil diffuser running with a certain scent, soft music in the background and even the clothing of the employees (i.e. a uniform or designated color scheme to wear). I have certain places I go because I KNOW what the experience will be like and how it will make me feel. This is important to me when choosing a place to go for some self-care.
If you go to a mechanic’s shop and its got great presentation and realistic work going on (not too clean because that would be weird, but not a pig-sty) then that will leave a good impression. A presentable lobby, maybe a theme look, and obvious prices on usual services can give someone a ballpark of where they fit there rather than leading to an embarrassing encounter for everyone involved. Being evasive and vague can also be a turn off no matter what you offer, and how good it is.
YES, A LOGO IS THAT IMPORTANT
The need for a striking and strong logo is important. No matter how simple it may look, a person might not remember your list of services, but they will associate your logo with a certain industry or focus and they will try to “return” to you for that service if they liked their first experience.
If a business owner has a blasé attitude towards their own business, that will come across to the potential customer and they may just try to exit as quickly as possible and go back to their “comfort” choices to do business with. You could have a great product, fantastic quality in some of your services, BUT if you come across as “could take them or leave them,” then that will also signal a potential customer that this business just doesn’t care.
FIRST IMPRESSIONS – THE FIRST HURDLE
First impressions, no matter where they originate, are so important. If you can sail over that first hurdle of the first impression and get someone’s attention – the good vibes and reciprocation will likely continue. Putting your best foot forward to show you CARE will truly come across to everyone you meet.
CARE for your business name and logo
CARE for your style and branding
CARE for your social media and website presence
CARE when you have direct encounters with potential leads and customers
IN CONCLUSION – A FINAL ENCOURAGEMENT
I will likely post more content on this topic, but this one has been on my mind to share for a while now. I CARE so much about helping people, because I know for small businesses and other entities and organizations – their heart is so connected to it (usually). It can be heartbreaking to have so much vision and no one to help or work with you to get there.
And here is one last thing I want to say – if you have struggled, but you have so many ideas and vision – YOU are not the failure. You have that vision to get you through all the attempts to get your business seen and off the ground. Keep going and don’t give up on yourself or your dream. If nothing else I do here remains, I want to encourage others. Despair will kill your desire faster than fly-swatter on a hot summer day. If some of your approaches haven’t worked for you, consider a re-brand, or a new logo. Some people need a digital overhaul on their entire presence online. That is where I come in. To provide support, consultation, direction, and expertise to bring visions to life on digital and print platforms.
If this post has been helpful, or you know someone who needs to read it – feel free to share the post, the URL wherever you are on social media. Thank you so much for your support!
