Designing Your Company's SuccessHow to design your company towards success Kaye Marks
June 13, 2008
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Developing brand identity is a vital part of succeeding in the business
world. Your goal, of course, is to generate an identity that is
instantly recognizable to customers, and leads them to investigate your
company to fill their needs.
Many components go into developing
a brand identity. Most companies are familiar with one of the primary
components: the company logo. It is important to have a well designed
logo that fits with your company and is easily recognizable. It is also
important to ensure that all of your products and advertising
literature displays the same logo. If you have a logo that includes a
lion on one package, and a logo showing stars on another, you have
completely lost the reconcilability factor.
However, more goes
into generating a brand identity than just the logo. Every aspect of
your company must incorporate the same basic design. Of course, you
want to display your logo quite prominently on everything, but that is
not what I mean. What I mean is that all of your products, all of your
advertising materials, and all of your online media should use the same
basic design.
Your website
Do not make the mistake of
failing to incorporate your overall design into your website. Some
companies invest millions is brilliant ad designs that they plaster all
over their literature and in their commercials, only to ignore their
online identity. When customers visit that company’s website, they see
a totally different design than they saw in commercials. That company
has lost a prime chance to build their identity in that customer’s
mind, and they have perhaps failed to make a loyal customer in the
process.
When you have your print and television designs made,
go a step further and have it integrated into your website as well.
When all of your efforts project the same image, it goes a long way to
establishing your identity.
Print literature
Another
common mistake that companies make is investing mounds of money in
designing their ad campaign, and then tries to save money by spending
as little as possible in the actual printing of the literature. This is
a monumental mistake. The greatest design in the world will fail if it
is not properly transferred to paper. In fact, if a poor quality
company is used to do your commercial printing, it can do more harm
than good. That design that you were so proud of when you saw it on the
computer screen can end up looking atrocious on paper, and will turn
customers away rather than bringing them in.
Investing in using
a tested, quality commercial printer can bring in thousands in added
revenue. A good printer will take your well planned design and convert
it into an effective, consistent advertising effort.
Your products
Finally,
make sure to build upon your efforts by adding elements of your design
to your products. When you ship a product to a customer, they have
already used your company and paid for your services. Build upon that
by putting your logo, and overall color scheme, onto stickers on the
package. This will reinforce your identity in that customer’s mind. As
long as they are happy with the product that they purchased, they will
consider their experience with your company to be a pleasant one, and
your design will stick in their head.
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