More than a Logo: Developing a Strong Corporate Brand
Wednesday, May 21, 2014

Every entrepreneur, regardless of niche, reaches a point when they need to develop a brand for their new company. A brand is larger than a logo, but the logo is an important part of the brand and is deeply informed by the other aspects of the brand. Before you print your new logo on everything from letterhead to billboards, consider these important points on brand strategy to make sure you’ve done due diligence on the concepts behind your logo.

1.    Create an internal consensus on the mission and values of your organization. Use your business and strategic plans as starting places for a discussion with your core team about what will drive your company and where you want it to be headed.

2.     Using the mission, values, products or services and projected future of your company, find out what other people think about it. Consult with clients or potential customers, stakeholders and marketing professionals about their perception of your business. If it doesn’t match your perception of how the company is or will be received, make changes in either your mission or how you communicate your message.

3.    Compare your company to competitors. Find out how others in your industry are presenting themselves to the world and decide on what you think works and what doesn’t. Pay special attention to how well their corporate identity tells their story and either emulate their example or avoid their pitfalls.

4.    Think ahead. Your corporate brand should represent your organization accurately for a minimum of 5 years, ideally much longer. If you think your company will outgrow the brand you’re creating before the next 5 years, you should go back to the drawing board.

5. Bring in the designers. When the mission, values, future projections and corporate message are solid, it’s time to consult a graphic design team. Experienced designers will be able to help you convey the overall message of your brand in imagery and color in a way that is difficult for laymen. Remember to stay client-focused when you brainstorm your materials—ultimately they are for your audience—be sure they appeal to that end-user.

6.    Design marketing collateral. Sometimes designers can help determine which marketing materials you’ll want but usually you’ll want to consult a marketing professional for a strategic plan. Take that plan to your design team and ask them to present ideas for each piece you’re interested in creating. Good designers will encourage you to keep your identity consistent, using a set color palette, particular imagery and similar wording on every piece.

7.    Revisit your branding plan periodically to make sure it still functions appropriately for your business. Updating or completely changing an aspect of a brand is common after a decade or more. Over time you may learn more about your audience; use that knowledge to inform updates or changes to your brand.

We have a talented team of graphic designers, print experts, and state-of-the-art equipment ready to help you navigate the corporate branding process. Give us a call to discuss all the possibilities.



 
 
Subscribe To Our Blog

Blog Categories

  • General
    • 08/21/2017 - Aversion to Advertising?
    • 06/19/2017 - Uses for Large Format Printing
    • 04/28/2017 - Brand First! Market Later...
    • 11/21/2016 - Creative Holiday Photos
    • 09/20/2016 - Offer Canvas Prints to Sell Mo
    • 08/21/2016 - Can You Take Print-Worthy Phot
    • 07/14/2016 - Creating a Prototype to Improv
    • 06/15/2016 - Make the Most of Interior and
    • 05/12/2016 - Finding Your Place: Landscape
    • 04/15/2016 - Location, Location, Location:
    • 03/15/2016 - Well Designed Sites to Inspire
    • 02/16/2016 - Photography Advice for Crafter
    • 01/19/2016 - Inspiring Design Blogs
    • 12/17/2015 - Five Photographers to Follow o
    • 11/12/2015 - Setting Up an in-Home Photo St
    • 10/13/2015 - Tips for Photographing Childre
    • 09/14/2015 - Inspire, Educate, and Direct w
    • 07/15/2015 - Creating a Strong Brand
    • 06/15/2015 - Drawing Attention from the Cro
    • 05/14/2015 - Great Graphic Design — Inspiri
    • 04/21/2015 - Design a Better Banner
    • 03/17/2015 - Ten Tips for Taking Better Pho
    • 01/12/2015 - The Big Idea for Museums and E
    • 11/10/2014 - Show Stopping Design for Trade
    • 09/08/2014 - Storing Family Photos for the
    • 08/12/2014 - Better Graphic Design
    • 07/14/2014 - How Does UV Printing Differ fr
    • 06/13/2014 - Make a Statement with Point-Of
    • 05/21/2014 - More than a Logo: Developing a
    • 04/02/2014 - Grand Format Printing in Film

Tag Cloud
 
 

Home   |   Exterior Graphics   |   Retail / POP   |   Corporate Branding   |   Trade Shows   |   Prototyping Innovation   |   Museums

                 ©2017, Photo Lab, Inc. , All Rights Reserved.