Branding.....hmmm? So simple yet can be tough to achieve.
Think of branding literally...."To Mark with a branding iron". Obviously the mark is permanent and completely recognizable!! Well is the same thing when it comes to your business marketing and logo design. Your business is a brand and your logo is your first step to creating that brand.
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Think about the major brands today: Coke, Pepsi, McDonalds, Apple, Facebook....the list goes on.
The objectives that a good brand will achieve include:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty
Where do you start??:
The first start to building your brand is your logo design. It shouldn't be just slopped together for the sake of just having a logo. It has to make sense to your business as well as last the test of time. It has to look good on all mediums and properly portray your company! But most important is has to be branded in your viewer's brain so they remember you!! Below is a case study on branding:
Step 1# : Design Your LOGO
Concept here was to create a logo that clearly represents the Business but represent a more personal feel.
This is any business is your starting point and is your most imporant step.
Challenges: To Create a Custom House Icon that doesn't look like a stock image.
Step 2# : Create a WEBSITE that represents your logo and business
Concept here was to develop a website that has a down home personal feel to it that has a photo gallery that really showcases the client's work.
Challenges: To showcase the clients work, look professional but more personal at the same time!!
Step 3# : Design a BUSINESS CARD that emulates the website
Concept here was to design a business card that looks like a printed version of the website.
Challenges: To create a card that will look different than others. I accomplished this by making the logo a brushed metal copper
on the front side of the card.
Step 4# : Design a BROCHURE that continues from the business card.
Concept here was to design a tri-fold brochure that picks off where the business card left off.
Challenges: To create a tri-fold brochure that has the same look and feel as the business card while keeping it simple.
Goal was to showcase
the basement portfolio while keeping it not so wordy!! Let the overall design be the star!!
Step 5# : MOBILE ADVERTISING ....THE TRUCK WRAP!!
Concept here was to basically turn the truck into a mobile brochure that matches what was in print!
Challenges: Vehicle wraps are tough!! You have to work off a template and then your actual dimensions. Hardest part is working around
door hinges, handles, windows, and seams!! With mobile advertising, it is like billboard advertising...where less is more.
Step 6# : NOW YOU HAVE CREATED A BRAND!!
Basically we started off with a blank canvas....a white screen and created a brand that is universal, relates to the product/service, and
is successful because the client makes money from all forms of advertising...Especially the WEBSITE!!