We can’t stress enough how much of an impact a quality brand identity has on your business. This includes everything from the photography choices, color palette, logo and other design elements. Don’t undervalue the role that this “look and feel” has on your business.
Good design builds trust.
Without consciously acknowledging it, the design of a website, business card or advertisement impacts our initial impression of a business. For instance, dated graphics or poor design can damage your visual identity and first impression with potential customers. The visual identity of your brand is significant and play an important role in how your brand is perceived.
When it comes to your brand, here are a few pitfalls you can easily avoid, in order to make your brand identity as quality as your business is.
AVOIDING ESTABLISHING A BRAND IDENTITY
One major mistake businesses make regarding branding, is undervaluing the impact of a quality brand identity. We are always shocked when businesses request design services such as a website, PDF worksheets/flyers, or any other promotional piece, when they do not have a brand identity established yet. I understand cutting costs when starting your business, however there is no way around producing marketing materials without a brand identity. Even if you only have a website, you still are required to establish a look + feel. What colors evoke your brand? What typefaces speak to your audience? Photography style? It is necessary and actually such a fun way to see your vision come to light.
PURCHASING A CHEAP LOGO
Insert cringing emoji here. :/
There are several sites that offer logos as cheap as $50. While this may seem like a great way to save money up front, I urge you… don’t do it! You will be guaranteed to end up with a logo that does not reflect your vision, value or quality you deserve. Also, you are most likely going to replace this cheap logo down the road, so really you are spending
more money by having to hire this service twice. You deserve quality, and it is best to establish a cohesive brand up front.
TRYING THE DIY METHOD
We totally understand wanting to have control over every aspect of your business, however it is best to stick with what you do best. Whether that is photography, event planning or creating products, you should spend your energy there. Though you may know your way around Photoshop, brand architects are better suited to reflect your business in the best way possible. This will save you loads of time and grief.
CHANGING YOUR BRANDING FREQUENTLY
If you are constantly revising your brand identity drastically, it is most likely due to the desire to conform to design trends. You want to build a timeless brand, rather than one that constantly shifts. Through sticking with one brand identity, you build a cohesive brand that in-turn reflects immediate recognition + trust among your followers and advocates.
RUSHING THROUGH THE PROCESS
Though you may feel overwhelmed with the growth you are seeing in your business, we urge you to not take the brand identity process lightly. Take time to invest in defining the vision behind your brand, and discover your business purpose. By taking the time up front, you are less likely to re-brand in the future, or to despise your current brand.
If you went with a cheap logo option, as mentioned above, you as well as the designer most likely did not take the time to invest in your brand. You want to avoid being left with a brand identity that are embarrassed of, or feel doesn’t reflect your vision.
HOW TO AVOID THESE PITFALLS
The best way to avoid these common mistakes in your brand is to invest the time up front. Try to understand what makes your business unique, as well as define your purpose. Once you have a good grasp of your vision, hire a brand architect to give a face to your brand, and help build a cohesive design. The team at Urban Undercover Brand Architects would LOVE to help build out your brand's identity and UNCOVER your UNCOMMON. Let's work together to build a brand that INSPIRES, MOTIVATES and ENGAGES. A brand people believe in. Drop us a line and let's get started!