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More than a Logo: Developing a Strong Corporate Brand
Posted By:  Ashley Rahe
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 overall brand strategy. 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 the necessary changes to either your mission or how you communicate your message.

3.    Compare your company to successful companies you follow. Find out how others in your industry are presenting themselves to the world and decide on what you think works and what doesn’t, based on your own unique offering. Pay special attention to how well their corporate identities tells their stories 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—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 via 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, so 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 consistent color palette, particular imagery and your brand's unique tone of voice on every piece.

7.    Revisit your branding plan periodically to make sure it still functions appropriately for your business. Updating or revamping an aspect of a brand is common after a decade or more. Over time, you'll continue to learn more about your audience—use that knowledge to inform updates or changes to your brand to stay top-of-mind and relevant to your consumers.

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.


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