MMM #13…Your Brand Identity

So you think you want a logo ?Most people who come to me to create a logo really want to create a brand. I have done brand identity form many years as a graphic designer. Now, more often, people are asking me to help brand their online look. So I though I would share what is involved…trust me, it is more than a logo!!!

A standardized logo mark, color scheme and look are part of the essence of branding…since this is one of my specialties, I know the importance. You  want to have control over colors, size, etc. and think about the look you want to present…what first impression do you want to give. These are the questions I ask clients before I design a logo mark and brand:

Your Business

• What do you do (and can you say it concisely)?
• What don’t you do, or do well (especially in respect to competitors)?
• What differentiates you from your competitors?

Projected Image

• How do you want customers to perceive you and your business?
• What do you want to be famous for?
• What words should people associate with you? Give me 5 please.
• Why should customers choose you?

Customers

• Who are your ideal customers?
• Where do your customers hang out, what do they read, where do they browse?
• How do they find you or about you?
• What do they want and need?
• Who do you not want as a customer?

The Mark

• Do you need a logo mark?
• Will your brand likely change in the future?
• How often will the logo be seen without your written name and tag line?
• How much does the name alone contribute to the brand?

Specifics & Use

• Where will the logo be used?
• What restrictions (size, color, readability, modifications) should it be designed for?
• What future uses do you plan for the logo?

Inspiration

• Is there a unique story behind the business, or business name?
• Are there any inspiring visuals associated with your business?
• Could the design play with the name?
• Are there any colors or visuals that you particularly love/hate?

As you can tell, I take this process very seriously as it is your business and how you want to be perceived by people…online you have about 3 seconds to grab attention, so it better be memorable and say exactly what you do!!!