As a small business owner, you will have a lot on your plate; keeping up with the bills, hiring qualified employees, ensuring profitability, all the while you will be trying to maintain a professional reputation and attract new clients and new business.
But, ask yourself this question; ‘How do I want my company to be perceived?’
Do you want your business to be seen as a polished company with professional employees, or maybe you want your personal attributes to shine through letting potential clients feel as though you are cool, laid back and easy to talk to? Either way, your branding and corporate identity is of vital importance in portraying your business character, yet this is something that many small business owners don’t put enough time and energy into.
An easier way to illustrate this would be to take the following scenario: Imagine you’re looking for a reputable lawyer to assist with a business transaction; obviously you are wanting to find someone who has a good track record, who’s professional, and who can get the job done. With these thoughts in mind and based purely on the two logos below, which law firm would you choose to go with?
We assume you chose The Law Office of David Rocheford, so why is that? In theory, John Smith Law could be just as good a lawyer as Mr. Rocheford, but the way that the business is represented is not. John Smith Law’s logo is an obvious piece of clipart, with harsh colors and no type treatment. There doesn’t appear to be any design considerations and you could well assume that the logo was thrown together in a matter of minutes, which makes us wonder…is this how Mr. Smith conducts his business as well?
Now you might be thinking to yourself, ‘That’s ridiculous, I would never make a decision like that based on a logo alone. I would do my research and if John Smith Law had a better track record, who cares what his logo looks like?’ You may be right. However, IF you did your research to find that company A is better than company B, then by all means, choose company A. But you may not realize how much a polished and consistent company identity sways your decisions in everyday life. When you spend money on something, you want to get the best quality for your money, right? Well, if your branding is perceived as cheap looking, the potential customer will confidently assume that the product/service will be just as cheap. Will that always be the case? Absolutely not, but like it or not, this is how the public generally think. You must put yourself in the position of a potential client and ask yourself, ‘If I knew nothing about my company and I was on the outside looking in, would I buy from them or find an alternative?’
If you feel that your current business brand could do with being refreshed and would like BlueFlameDesign to assist in building a consistent corporate identity for your company, then please look through our ‘Business Branding Packages‘. They are tailored to suit businesses on a budget who require a professional and consistent brand identity that delivers maximum impact. Visit www.blueflamedesign.biz for more information.