Graphic Design & Branding - 3 Marketing Tips From a Pro

By Kate Garvey

Branding is the creation of a name, name layout and symbols or designs working together to represent a company. Good branding creates a lasting first impression that is unique and easily identifies your company. Ideally, branding should catch the consumer’s eye, make a good impression and provide potential consumers information about the services offered. A couple of well known corporations that effectively use branding are McDonalds--think golden arches and Macintosh--an apple with a missing bite. Even if your company is small or just forming, you still want to begin name recognition by incorporating branding during the early stages of business. When working with a graphic designer to create effective company branding, be sure to think about the whole picture. Please consider the following:

1. Your company name should inform the general public about your business. If you haven’t decided on a company name, take some time to think about all the services or products you sell or will be selling, and brainstorm names that will clearly identify what you do. Some good examples are Petsmart, Rooms to Go, Famous Footwear, and Carnival Cruises, etc. All of these companies use names that clearly identify what they do. They also provide a theme on the business. For example, smart consumers shop for pet needs at PetSmart, people in a hurry wanting a put-together look in furniture are drawn to Rooms to Go, when you need shoes buy the best at Famous Footwear, if you want to have a whole lot of fun, don’t just go on a cruise, go on a Carnival Cruise.

2. Keep your name and company design simple. Your company name should always be easy to read. Any symbols or logos, should support the name and not detract from it. Increase your awareness of how major corporations make it easy to read their company name and how the symbols used support the name. You can use the name to evoke a feeling, but it needs to be legible. For example Ashley Furniture uses an elegant style in their branding, whereas, Re/Max Real Estate uses an exciting bold look.

3. If you add a logo, symbol or picture, use something that will support your theme. If you run a catering business, it’s appropriate to have pictures of food or people celebrating with food. If own a fencing company, you may want to have part of your name appear with a fence-like texture. I realize this sounds obvious, but many times new business owners incorporate pictures that are personal and do not support their business. Don’t include your child’s picture, a pet photo, or family pictures, unless you own a business that services these areas. Try to be very objective about your logo or symbol. Does it really portray your business in the best possible way?

It may be helpful to consult with a graphic designer at the preliminary stage of your business development. They may be able to show samples that will help feed your creative juices.

Kate Garvey is a professional, freelance writer and may be reached at www.kategarvey.net . This article was courtesy of an interview with Graphic Designer, Jessica Dockter of L.E.E. Designs. For more information on graphic design please visit http://yvonneperry.net/Meet-the-Writers.htm#Jessica_Dockter .

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Lonnie has been a Graphic Designer since 1998. In 2003 he started his own business in graphic/web design. Visit Paragon Grafix to see his work.

At the end of 2006 Lonnie started a Home Based Business that has been growing very rapidly. To get more information on his home based business go to www.lonnieniver.ws

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