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The importance of visual identity in branding for small businesses

Branding for small businesses tips rule number one

Often times a company’s brand is mistaken for its visual identity when developing branding for small businesses. A brand is much more than just a company logo. But that’s not to say that the visual identity of a company is not important. The visual identity is what communicates the brand to the consumer. No one has doubted the power of imagery.
Cave dwellers figured out that they could communicate through symbols by drawing on cave walls. And us humans have been using symbols as a method of communication ever since.

Of course, the logo is one part of the visual identity in branding for small businesses. It is important that there is consistency in the application of that logo, along with the appropriate typefaces, colors and language, as to firmly implant the vision, mission and values of a brand in the mind of consumers. Inconsistent messages are confusing. And when we are bombarded with thousands of messages in any given day, it is critical that potential consumers aren’t confused by the messages are sending out. Customers have an overabundance of choice in today’s world and can easily take their business to a competitor. Lost customers equals loss of revenue. Not good.

A visual identity forms the foundation for customer relations

A well-designed and consistent visual identity forms the foundation for building relationships with your customers. It gives your staff a clear understanding of what the business stands for and works as a way to build allegiance to your company rather than pursuing individual goals. It acts as a way to attract a higher quality candidate in the recruitment process. Professionals want to join a company with clearly communicated values that reflect their own personal values.

Is your visual identity accurately reflecting the true essence of your organization? Often times in branding for small businesses, it is important to go through a brand refresh in order to update existing brand to reflect an evolved business strategy. Just like that wallpaper that seemed like a good idea at the time twenty years ago, a brand needs to be evaluated periodically in order to remain competitive in the market.
So don’t be afraid of the visual identity. Make sure that it properly reflects the true essence of your company, and the cost that comes with establishing the identity will pay for itself exponentially in the long run.

Un_Standard can help you plan a branding for small businesses strategy and create a robust visual identity to match your robust business idea. Contact us today for a free initial consultation with no obligation.

David Garrard is the resident Agent Provocateur (and Managing Director) for Atlanta-based creative consultancy Un_Standard, a creative consultancy specializing in Branding and Marketing for small businesses and entrepreneurs. David Garrard is part Creative Director, part Strategic Planner, part Brand Strategist and part Marketing Director all rolled into one. View my Google+ Profile