Crafting your brand design is not easy. Unfortunately, it is really easy to fall into some common brand design traps. As you begin the process of branding or rebranding your business consider these three mistakes:
1. Not Investing in Brand Design
Hire a professional.
Brand design is an important investment. As a business owner, I understand the need to keep expenses low. Remember though that your brand identity is the face of your business and is the first thing that your ideal customer will see. Your goal is to have a brand that is professional, recognizable and authentic to you, so the biggest mistake you can make is not investing in brand design.
Today, there are so many websites that offer cheap logo designs and you can even buy one for $5*. In your mind, you are probably seeing all the money you will be saving, but stop and think for a second – do you really think that they will be providing you with a logo that reflects everything that your business is about? I promise you that they won’t. When you hire a professional designer, they will take the time to understand your business including your story, vision, goals, target market and more. Great brand design reveals your values.
* Please note that a lot of these sites are ripping off logo designs. I don’t want you to end up with a design where someone can go after you for copyright infringement.
2. Lacking Creative Consistency
Inconsistency is confusing.
Don’t confuse your audience. Don’t have all your brand collateral look different. Don’t believe you have to follow every single design trend to get people to notice you. When you invest in a professional designer to create a cohesive brand identity, they will develop brand guidelines that will be your roadmap to creative consistency. It is important that your marketing materials look similar, because people will start to recognize your brand which is the first step into building a loyal following and trust. Your audience will start to feel comfortable with your brand and start to recognize subtle details like colors or patterns. Consistent brand design establishes credibility.
3. Branding without a Purpose
Design is strategic.
The most crucial step in brand design is the discovery phase. A professional designer will research your business, ask questions around business strategy and understand your business goals before designing anything. Why is that important? Having a design strategy around your brand will bring clarity. Knowing what is important to your business and why you are doing it is how you position yourself in the market. Brand positioning allows you to differentiate yourself from your competitors. Your positioning guides the design direction. Each design decision is crafted to tell your story. In the end, strategic brand design illustrates your purpose.
Do you recognize any of these mistakes? Don’t let these mistakes hold you back from reaching your brand’s full potential. Drop me a note and let me help you avoid these pitfalls. I want to help bring your brand to life.