Elements of a good brand (Have you got the look?)
Tuesday’s Design Tip for Successful Designers
Here’s the second part about creating an effective brand for you and your business.
So, picking up from yesterday’s post, I want to talk a little bit more about the aspects of a good brand.
It never ceases to amaze me that many freelance graphic designers don’t really spend much time on their branding. Most think that their work speaks for itself. It does, but up to a point.
Clients can tell a lot by the way you present yourself. The way you present yourself and your business speaks volumes about not only your talent, but your work ethics, professionalism, and what they can expect from doing business with you.
BUT, especially because you are a designer, you want to make a good impression and show that you know that branding is important.
Elements of a good brand:
- Starts with a good name for your business
- The style of design should match the expectations of your target audience
- Appropriate and professional logo, color(s), typography and copy
- Execution of the design (printing, paper selection, bindery) is directly related to what your audience expects (if they’re expecting cheap, make it look cheap. If they’re expecting high end, only high end finishes will do).
- Your attitude and the way you correspond with clients
- Marketing materials, paperwork, and stationery should all match and be “part of the same family.”
- Automated business policies, practices, and processes makes everything seamless.
T A K E A W A Y S :
A brand is more about communication than it is about design. It’s the feeling you are conveying to your audience. You can create a “good” brand, but it may not be an effective one. If you are going for a more upscale audience, having a “grunge” look may not be appropriate, even if its design is “good”.
I’ve heard it said that “image is everything.” If that’s true, and imagine is indeed everything, then make sure that the image is right.
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