This post is an expansion of tip #41 in our post 101 Graphic Design Tips for Business Success.

Ask These Questions First Before Establishing Your Brand

You probably already know this, but branding is not just for livestock. As a designer, you own your own business whether you work for a corporation, small business, or you are on your own. You need to establish your brand in order to market yourself and your services to others.

Your brand is not just something to slap on the top of your letterhead, or emboss on your business card (although it will reside on these items). Your brand is your professional identity. So before creating anything, you should ask yourself these questions:

• Who is my target audience? Are you targeting a particular market, such as technology or medical? Do you want to get business from your local community, or are you thinking more regional?
• What does my company stand for? Every business should have a soul. What does the soul of your company value? If you haven’t already created a mission statement, do it. A mission statement will give clients a more concrete idea of what you stand for.
• What do I want my brand to represent? Make sure your brand reflects the unique skills and services you have to offer. You want clients and prospects to know what sets you apart from the competition.

Now Is The Time To Create Your Logo And Tagline

After you know who your target audience is, what you stand for, and what you want your brand to represent, you can create your logo and tagline.

Create a logo that is simple and consistent. Don’t create one that is hard to read, or is visually cumbersome. If you have different logos for your business card, letterhead, and webpage—nobody is going to remember any of them. If you are using a tagline keep it simple, representative, and memorable. You can be descriptive, but make sure your tagline doesn’t read like a novel.

Establish a theme. Select specific fonts, color schemes and specific color toned photographs to apply to collateral. This will help you establish brand recognition. Create a style guide and follow it faithfully.

After establishing your brand, maintain it. This doesn’t mean change it schizophrenically, but check periodically to make sure it is still fresh and relevant to you, your clientele, and your business. Remember, your brand is going to be what people think of when they think of your company, make sure you’re presenting a brand that represents you best.