The Importance of Building a Brand

What do your customers think of when your business name comes up in a conversation? Does your business name broadcast what your company does? Whether you own a construction company, a law firm, or a restaurant you need to establish your company’s identity by creating a brand.

There are many ways to define a “brand.” It all boils down to one central concept: a unique combination of visual images and literal statements that identifies and defines your business.

Think about McDonald’s for a moment. What does their logo look like? What colors do they use in their advertisements? Do you know what their tagline is?

Of course you do, and not just because of the millions of dollars in advertising (though that helps).

You know their brand because it’s simple, unique, and consistent.

A well-developed brand can mean the difference between struggling to find customers and having to expand to keep up with all the new business.

A company with an interesting logo and compelling tagline gives the appearance of professionalism and organization that can give you a competitive edge in a heavily saturated market.

Does your business model focus on providing excellent customer service? Do you want customers to think about your company for the lowest prices? Do you offer a unique service that other companies don’t? These are great places to focus your brand. Tell your customers via your logo and tagline what sets you apart.

It’s important to maintain consistency with your brand. Changing your logo or taglines on a whim will destroy all of the work that you’ve put in to developing the brand. Since you will want to stick with your brand for a long time, you would be wise to hire a professional designer to work with you to create your logo and help you develop a marketing strategy and tagline.

It’s not nearly as expensive as you might think. I personally charge my clients a mere $250 for a logo design which includes several mock-ups and edits. A small price to pay for a long lasting brand.