Three Brand Identity Myths That Will Bring Your Business Down

To begin, let's define "Brand Identity," which is the combination of consistent visual elements that are used in your marketing materials. A basic Brand Identity Kit consists of a logo, business card, letterhead, and envelope. It can be extended to include a website, brochure, folder, flyer, or any other professionally designed pieces.

Having a Brand Identity is incredibly important to your business's success. However, many business owners have some misconceptions about brand identities that can damage their businesses, and I've discussed those below:

My cousin can design my brand identity (logo, website, and marketing materials) There are some very significant areas of your business that should be left to the professionals.

First of all, while your cousin may have been "great in art class," this doesn't mean that they have the knowledge and expertise required to create great graphic designs. Designing a logo, business card, or website is much different than painting a picture or making a collage. You must make a brand logo scalable, meaningful, and symbolic. See my article on the "9 Keys to an Effective Logo" for more information on what factors to consider when creating a great logo.

Second, by having a professional designer on your business marketing team, your projects will be a top priority. I have many potential clients who start their designs with a friend or relative, who are then "put on the back burner", and then have their project drag on for months. After much frustration, they come to me and are amazed at how quickly things are completed. As a professional, I make your projects the most important items on my to-do list.

Finally, would you trust a friend to do something really important requiring unique skills for your business? Make an important client presentation for you, or give a speech? You probably would not, unless they're a sales professional or a professional speaker. Would you trust a friend who's "good with math" to do your corporate taxes? If you wouldn't trust an amateur with an important business function, then why would you trust an amateur with your brand identity ? the key to your marketing success?

Designing a custom brand identity is too expensive It's true that having your marketing materials designed is an expensive proposition. But, it may be even more expensive not having a high-quality, custom brand identity professionally designed ? in terms of lost business, lack of respect from your clients, not being taken seriously in business. The list continues.

A strong brand identity quickly pays for itself. For most businesses, if just a few ? two or three ? new clients call you over the course of your business because of the equity that your brand identity develops, this new business would pay for your logo and brand identity design package. New customers will contact you because they remember your logo, hold on to your business card, or are impressed by your brochure. It's likely that many more clients than the required few will contact you, and your business will grow from the (relatively) small initial investment in the brand identity.

Consider also that a brand identity is a sustainable expense. Once you've had a timeless logo and set of marketing materials designed, you can use them for years to come. And, once you have a strong logo, then creating consistent, targeted marketing pieces and programs is an easy addition to your existing system.

I don't need a brand identity If you are a professional in business, you need a brand identity. You wouldn't imagine being in business without other important business essentials ? your own computer, perhaps, or a business name or bank account. A brand identity is another of these basic business essentials ? it's the central piece to the marketing and promoting of your business.

My professional experience has taught me that there is nothing that looks less professional than not having a professional brand identity. If you don't establish a clean, high-quality, and consistent look and feel to your materials, you'll have a much more difficult time gaining the trust of a potential client ? and signing them on to use your services. All of the Fortune 500 companies have a logo, and for a good reason ? it makes them look more professional. If you want to be perceived as offering a high-caliber service, you have to look polished and "put together."

About the Author

Erin Ferree, Founder and Lead Designer of elf design, is a brand identity and graphic design expert. She has been helping small businesses grow with bold, clean and effective logo and marketing material designs for over a decade. elf design offers the comprehensive graphic and web design services of a large agency, with the one- on-one, personalized attention of an independent design specialist. Erin works closely in partnership with her clients to create designs that are visible, credible and memorable ? and that tell their unique business stories in a clear and consistent way. For more information about elf design, please visit:

Logo design at http://www.elf-design.com

---

Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements

While we recommend that you contract with the same designer... Read More

Brand Value Plan - Brand Identity Guru

Developing brand value is critical to every organization and when... Read More

What About Me? What You Need To Know About Me-Marketing

What about me? Are you asking yourself this question? If... Read More

Santa - The Brand

Every Christmas Eve, a burglar named Santa busts into homes... Read More

Introduction to A Branded World: Adventures in Public Relations and the Creation Of Superbrands

You'd have to labor to shield yourself from the power... Read More

Branding Strategy - Brand Identity

Today, in many organizations around the world, branding is treated... Read More

Brand Equity

Brand equity can be defined in many different ways. I... Read More

Which Of These Words Attract Your Clients

Whether it's your business card, tagline, article title, web site... Read More

Brand Identity - Corporate Identity and Brand Value

Companies work hard building the strength of their brands -... Read More

Branding ? Brand Identity Guru

Brands are important aspects of any business, but unlike money... Read More

Boston Web Design Branding - Brand Identity Guru

A branding company's website purpose is to design websites that... Read More

When Search Engine Marketing and Trademarks Collide

In the world of marketing, branding issues are always an... Read More

Don?t Get Caught In the Trap: The BIG Difference Between Personal and Business Branding

When you're all alone in the privacy of your home... Read More

The New Branding Awareness - A Value Based Concept

The new branding awareness is about when you take ownership... Read More

Logo-ize For Instant Identification & Increased Awareness

The task of creating an indelible impact on the memory... Read More

Branding Fiasco -- Better Be Who You Say You Are!

Our experience as customers offers great instruction into the concept... Read More

How To Create A Brand That Sticks

Most people, when they hear the word branding, think logos... Read More

Strategic Moves In The Branding Gamble!

The so called 'globalisation' has cluttered the world markets with... Read More

Branding: All My Exs Live In...

...my senses. I know, you were thinking 'Texas'. Well, if... Read More

Brand Extension; Going from Consumer to Commercial

As more and more home pressure washers are sold at... Read More

The Art of Successful Branding

Branding: it's a term that carries great weight in the... Read More

Multi-Brand Franchises in the QSR Sector

Well not everyone is aware that McDonalds also owns several... Read More

Brand Love, Part 2

Last issue, I talked about increasing your Brand Love-- meaning... Read More

Living Your Brand on the Web - Part 1

OK, so you took the plunge and purchased your internet... Read More

Types of Logos

There are three basic types of logos: text, symbol, and... Read More

McDonalds Supply Chain of Potatoes

McDonald's buys its potatoes from corporate farmers in Idaho not... Read More

Product Positioning for Enterprise Software and Information Technology Companies

Good marketing positioning is like good lying. No, we're not... Read More

All About Branding

In this article i will explain how you can make... Read More

What the Heck is Branding and Why Should I Care?

There's been a lot of buzz lately about branding. But... Read More

Trade Journals in Franchising

As many people know Industry Trade Journals in America have... Read More

Time To Revamp Your Visual Identity?

Look at your company logo. Does it fade into the... Read More

Brand Building 101

Building your brand into a brand leader isn't easy. There... Read More

Why Should I do Business With You?

It's the question that is on the minds of all... Read More