Bringing together your company brand and the look and feel of your promotional literature is vital if you want to create a solid platform for sustained business growth. It’s something that SMEs often neglect, not realising that carefully visualising brand identity is as important for small outfits as it is for bigger companies. The good news is that it is much easier to achieve and less costly nowadays, even for businesses on a tight budget.
Creating a Memorable Logo for your Business
Certainly, one of the most important design aspects of your brand is going to be the company logo which should provide a graphic snapshot of what you stand for.
For example, if you supply art materials you might opt for a quirky font and a splash of vibrant colour. If you offer an advisory service, your font could be solid and respectable with a design that is straight to the point.
In essence, your logo should be easily recognisable for your customers and followers, something that immediately reminds them of your brand and the quality that goes with it. Opting for something abstract, like the Nike brand, can be more a lot more expensive for SMEs and take time to burn into the public consciousness. A logotype that simply has your name and some design surrounding is the much cheaper option for smaller companies and works well.
Your should be present across all your promotional material, from your Twitter account, right through to your website, business card and any leaflets you distribute to potential customers. Large businesses and organisation will have a list of branding design guidelines that tell people how things like the logo should be used, where it can be used, even where it should be positioned.
There’s no reasons why SMEs shouldn’t have the same kind of strategy. It gives your company a base from which to operate all its marketing and ensures your message is more focused. There’s no merit in
having your company logo in the Helvetica font when your company director has made one in Comic Sans for his business card.
Great Website Design
Bringing together brand with the design and feel of your website is equally important. Because of time and budget constraints, SMEs will often go for the cheaper and quicker option of something like a WordPress template that they can throw their content onto. A more bespoke development of your website can lead to a better expression of your brand and a uniform experience for the customer. It’s not just about fitting your logo in the right place but the colour scheme, font, image size and type as well as general usability.
The Perfect Business Card
Giving a customer a poorly thought out business card can be detrimental to your business. This isn’t simply a device for putting on your contact details, it’s a snapshot of your brand and needs to attract attention just as your website and logo do. As with any small space, less is more and you should have a
card that is clean looking, attractive and not overburdened with pointless text.
In Part Two of How Well Designed Company Branding Can Help Your SME Grow we’ll be taking a look at promotional material and how you can make your leaflet’s, flyers and marketing campaigns stand out
and perform more consistently.