One of the most important parts of a company’s marketing campaign is done with their business branding image. There are many factors to take into account during the process of creating your brand. If done properly they can have a great positive impact on your company, but if done poorly they can also have a negative impact on your company and it’s marketing campaign. There are some things you should consider while you are creating your company’s brand image.
Purpose: Your brand should express who you are and what you do.
You only have one chance for a first impression, and sometimes that impression is only seconds. For this reason it is inherently important that your company expresses who you are and what you do with a clear message. You can do this with your choice of words, colors, fonts, and imagery. It is important to consider a wide range of media while developing your visual brand.What works on a business card or a flier will not necessarily work for business signs for instance.
Keep the message clear:
This is one of those situations where “less is more”. Your potential clients should be able to quickly find who you are, what you do, and a point of contact. Let’s take the following two designs for example:
Image 1: This design is cluttered and hard to identify who the company is, what they do, and how to contact them. Much of the content is unnecessary. In a design like this it can be hard to identify what the focal point is. Potential customers need to quickly identify who you are, what you do, and how to contact you.
Image 2: The Design above showcases the “less is more” concept with only the vital information being displayed. The high contrast and complementary colors make this design easy to spot, easy to read, and a successful marketing tool.
How to Use Typography to Enhance Your Brand Image:
One of the most important elements for a company brand is the use of typography. Choosing the right font can make or break your branding strategy. An elegant handwritten font with a thin stroke can appear to be a good approach with handheld media. Translating that to dimensional letters or channel letters for sign purposes can create a sign that is impossible to produce due the limitations of the media choices. Additionally, thin fonts can be harder to read at a distance. This can negatively affect the impact of your signage. It’s a good idea to keep this in mind while developing your company’s logo and selecting which font options you use.
Using Imagery With Your Company Brand:
Many companies have imagery as a part of their logo and, in some cases, replaces their logo. Nike, Apple and Target are a good example of this transition to using a logo image as their brand’s logo. It is important to understand that these companies already have a well established company brand which includes their imagery. This works with well established companies that have adapted their brand image over time, however it is not recommended for new companies just starting out. A graphic can help establish your brand image but should be a subtle addition to your name and what you do.
Consistency is Important for Company Branding:
It is important to maintain your brand image across multiple media platforms. For this reason it is prudent to develop your logo and imagery to be used for many purposes in advance. Planning this step early can save your company money in the long run. It is important to know that what works on a business card may not work for building signs or vehicle graphics. As part of your marketing strategy you may want to make compromises to ensure overall quality of your brand while maintaining a consistent look and feel everywhere that it is used.
Emotional Impact of a Proper Business Brand Image:
A quality brand image will help to create a bond with your customers and engage your employees in a manor that will reinforce what your company stands for. Combined with great customer service, a good brand image will establish you as the sole provider of the service you provide to your customers. Over time your company will explain for itself what it has to offer that your competitors don’t. This will be emphasized by how your employees represent your company through its brand identity and what it represents.
At G-Force Signs & Graphics we can offer solutions that fit your company’s branding image. We can help in the early stages with your brand identity and how it would translate through your signage needs to help you be successful in the future.
We Can Help You With Your Sign Solutions
At G-FORCE Signs and Graphics in South Windsor, CT we help companies establish their brand and marketing locally for all of their signage needs. Get your business noticed with attention grabbing signs and thought-provoking graphics. We have a full line of sign possibilities to meet all of your needs.
Be sure to keep checking back for more articles on the importance of business branding from G-FORCE Signs and Graphics; serving South Windsor CT and the surrounding areas.
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