Here are some key questions to help you assess the current branding status of your business in the market place.
First Impressions: What do your potential clients notice when they first observe your business image and promotional literature? Does your branding affirm professionalism in your field, showing you are trustworthy, reliable and ready to offer the right solution to their needs? Or does it project a lack of confidence; confusing the viewer with vague references to what you can offer them? Step back from your entrepreneurial position and look at the big picture. If you still feel biased, ask others, everyone has a different opinion and can add perspective.
Design: Do your designs introduce your business in a representative way? When handing out your business card, it is essential to notify the receiver of exactly what you do and what services you can offer them. Does your promotional material reveal the personality behind the business? If so, this can connect your potential clients to you on a personal level making them feel comfortable in contacting you.
Colours: Are the colours used in your brand sending the right psychological messages to your target market? Colour has a huge impact on our emotional wellbeing and response to a situation, place or product. Red and black can often portray authority and power, whereas softer colour combinations often represent nurturing, comfort and support. Be vigilant and research the psychology of colours and communicate the essence of your business that you wish to portray.
Text Styles: Do the fonts used in your design capture the concept of your business? The font you choose has a direct impact on how your target audience receives your marketing messages. Does your current font accurately represent your business and the products or services you offer? Ensure you don’t utilise too many fonts in your design as this can be distracting and off-putting. Once perfected, your message should be easily read from a distance, have a distinctive style and should help clarify what your business offers - don’t let your text tumble into a blur on the side of a bus, vehicle or poster.
Prominence: Does your brand stand out from your competitors? When searching through a business directory, does your business logo command instant attention? It is crucial that you develop an eye-catching design that represents your business and conveys what your business has to offer. Develop an expert status; this will reinforce the positioning of your business above competitors within the market place.
Uniformity: Is your branding consistent? Consistency in your branding should allow for easy transfers between various applications and advertising mediums without losing the credibility of your message. Consistent and versatile imagery can save you both money and time, helping to avoid branding changes and additional graphic design charges.
Re-evaluating your business brand frequently is critical for the success of your business. The environment your business is operating within is constantly evolving and as such, your business must evolve with it. Remember, you are your business, so create a brand for your business that you are proud of.