Branding and marketing: 5 important considerations for your businessNov 20, 2023 01:16PM ● By Lyndsey Simpson
Stand out from the crowd.
Creating a unique and memorable brand is not easy! Yes, you can go online and get a logo created for $35, but those systems use templates to create your brand – meaning your logo could end up looking just like your competitor’s. Working with a graphic design professional will ensure that your brand is unique and effectively communicates the value of your business to your target market.
Because your branding and other marketing elements are going to be used throughout your advertising campaigns for years to come, it makes sense to do it right the first time. Hiring a reputable designer ensures that you get a quality product, and you won’t need to waste money on redesigns and reprinting down the road.
First impressions are important.
It’s important that your branding and marketing are communicating the right message about your business. Whether you’re using a playful comic font or have a random picture of a clown in the background, you might be giving the wrong idea through your branding and marketing unless your company is a circus.
Your branding, including your logo, is likely on the front of your building, your website, and any advertising you produce, so it is critical that it is communicating effectively and representing your business accurately. Potential customers are making snap judgements about whether or not to do business with you based on the branding and marketing materials you put out there, so you need to ensure that you feel confident that the elements you are using represent your business in the best way possible.
Repetition and Consistency are Key.
Did you know that people remember only 10% of what they hear and only 20% of what they read, but 80% of what they see? That is because the human brain processes visual cues better than the written language. Furthermore, people need to hear a message at least seven times before they will take action and, in some instances, it can take upwards of 20 times before they remember it. This is why it is so important to ensure your branding and marketing materials are consistent across all channels.
Sure, it can be fun to play with different fonts, colors and images in a design, but combining too many different opposing elements may make the overall design seem disorganized and unsettling. Consistency and repetition throughout your marketing plan will help ensure your business is more memorable and recognizable in your field, which will increase your qualified leads and your overall revenue over time.
Don’t get carried away.
From your logo to business cards and print ads, less is more. Instead of creating designs that feature everything but the kitchen sink, think about how you can create something clean, straightforward, and simplistic that will encourage your customers to follow your desired outcome. If a design involves too many words and not enough visuals or white space, it can affect readability and might make the overall design overwhelming and difficult to look at.
You’d be surprised at how much more you can say with a simple visual than lengthy sentences. Too much text will overwhelm your potential customer and have them skipping over or putting down whatever marketing channel they are interacting with before learning much about you. High-quality imagery that grabs attention, along with legible fonts in succinct wording will get your message across more easily.
It is also important that each interaction they have with your marketing has a clear call to action - direct them to call, visit your business in person, or take a look at your website. If you put all of the information and elements you have in every piece of marketing material you put together, then there is nothing to direct your potential customers on what to do.
Focus on What You Do Best.
Business owners have enough on their plate without trying to be graphic designers, too. Working with a professional can free up your time to let you focus on your business and do what you do best while making sure your branding and marketing stay consistent and effective.
Lyndsey Simpson is the owner and Chief Creative Genius of LS Creative, a graphic design studio focusing on branding and print design. LS Creative works with for profit businesses as well as nonprofit organizations. Learn more about the services offered at LSCreative.studio.