The Nuts and Bolts of a Successful Brand, Part 2

November 3, 2011 at 7:45 pm Leave a comment

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So just what is involved in developing a good logo and identity program? First ask the tough question, “Who am I?” Of course you are coming from a business perspective. Write down the answer, think about it, real hard, and make sure you are very honest with yourself. Explore why you’re in business. Honestly look at your motivation. Have a close friend look at your answers. Get feedback. We often are the best at lying when we are lying to ourselves. Right now you want the truth.

Now analyze how you look to the public. Visualize it, write about it, and think about it. Really seriously dig deep within yourself so that the real you as a businessperson is revealed. At this point you may want to throw up your hands and walk away, don’t.

All the answers you are going to generate (and probably just as many questions) will be necessary when you sit down with your chosen marketing person and the designer you’ve chosen. There should be lots of questions asked and answered so these two people who have your best interest at heart will truly know how you work and how you do business. It’s necessary so they can create the proper logo and identity system to represent your business. Your marketing person will need this information to know in what medias to push your message.

The logo should give the potential client a feeling of trust and confidence in your product or service. It should be eye catching and inviting. If you aren’t corporate then it shouldn’t look corporate. I tried going down that path but it just wasn’t me so I became the “Big Idea Guy” and took a fun approach because I’m all about the fun. If you are more of a corporate type then project that through your identity program.

Trust your designer and marketing person if you hire one. Respect they’re recommendations. They are trained to make you look good to the public. Going into a meeting with them with a preconceived idea could kill some really great ideas that they will bring to the table. Don’t discount anything…even bad ideas can lead to a really fantastic one. Partner with them, it will pay off.

Once you have the right logo and a direction to start your marketing go for it. Now is not the time to second guess or wonder. You’ve made the decision now stick with it and police it like it was your teenage daughter. Follow the rules your designer sets up for the identity and make sure everyone else in your organization respects and adheres to those rules. Consistency is KEY to the success of a brand. Without it you might as well throw your money in the dumpster out back.

In summary, the process of developing a good logo is not that hard. Asking a lot of questions of yourself and those you’ve partnered with is essential, as are the well thought out answers. Be honest with yourself. Just remember you’re not alone in this quest. Surround yourself with the best and you will be the best. “There is strength in numbers”, is not just an old cliché, it’s a universal truth.

Michael Irvin
Creative Project Manager
913.677.7060 cell: 913.530.7030

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The Nuts and Bolts of a Successful Brand, Part I Being Thankful For Being Free

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