It has been far too long since my last blog entry, reason being I have been working on client promotion and project management as a new business and I have neglected my own social media strategy. Social media strategies require a good strategy and the time to implement them and as a budding Entrepreneur it is challenging to find the right balance, the right content and the right audience. However, now that I have addressed this neglect I must say this entry is not about social media strategies it is about brand identity and it follows how to discover the right name for your business.
Once you have started the business plan process and developed the business name the brand identity either rides in the passenger seat or follows quickly behind and is a very important step that is often misunderstood and implemented poorly.
At the beginning of 2010 WSA started working on some brand identity [logos] for a few new business ventures and some fresh ones for an existing and long-standing business. And I must tell you that this process has given me an interesting observation between the two new business ventures and the existing business of how a visual brand identity is to be created and perceived.
The existing business knows their business well over the course of many years so understands how to visually represent this to their audience. The two new businesses are a clear observation of an 18 month existing business (Business A) that is not sure what their business looks like, "but they will know it when they see it." (Every designers favorite objective) and a new venture just getting their business plan together (Business B) and clear idea of where they are headed.
To explain further, Business A doesn't quite understand the beginning process of a business plan and clear visual identity and after 18 months of being in business now wants to say it ALL in a one inch radius even though they have never defined their objectives. What the client misunderstands about visual brand identity is they want to have the viewer immediately not only know who it is but what exactly they do as if it is an ad itself. The problem with this is a visual brand identity (also known as a logo) is NOT an ad. It is a visual representation of the business through a recognizable visual element that has been properly branded repetitively through respective media outlets. It compliments an ad, business information, tagline, social media presence, website, etc... It is only a piece -- not the whole picture. Think Starbucks, Target and Nike. And this past 18 months could have been spent promoting this visual representation instead of now trying to say it all in one big bang.
Another problem is after 18 months the client still doesn't know what their business looks like. And as a designer and an Entrepreneur I am here to tell you that a designer can only design what you know about your company. If you, the client, do not have a clear picture of what it is you want it is going to be a let me throw something against the wall and see if it sticks (over and over and over) costing your business time and money that you will not understand nor want to pay.
Business B on the other hand has a clear objective of their Entrepreneurial endeavors and a guideline of their business process. They came to WSA with ideas in a picture snapshot and allowed for us to take the reigns providing clear objectives in order to get the results they are aiming for. They are willing to take the time in the process as they build their business plan and make sure they are heading in the right direction with our guidance.
As the agency, due to the difference in clients we encounter, we always need to offer guidance. WSA always meets with the client in the beginning stages to discuss and develop the visual identity process. Once we have built the necessary steps we develop the concepts in conjunction with a standards guide that counsels the client on the process from the importance of visual identity to the correct use of logotype, tagline, color and typography. Keep in mind that this is probably going to be one of the most time invested processes of your visual brand process, one of the more costly (often times grossly under-estimated by the client) and is not something ever recommended to be thrown together overnight. Unfortunately we have businesses that come to us such as Business A that has put this off long enough and now wants something yesterday.
With all this said here is a list of things to keep in mind before you go to an agency for brand identity that will distinguish you between Business A and Business B:
1. Know your business, where it is headed and what you want it to look like (roughly) especially if you are working without an agency. A designer can take it from your ideas but should not create your business plan for you. The business should not start with a visual identity but work into a visual identity. If you don't know what you want then chances are you do not know your business well enough to promote yourself. Go back to your business plan before you start this process.
2. Have an idea of what you already like. Ultimately you are making the final decision. If you don't like the color blue or the font Interstate be very clear about that. There should always be a portfolio that you supply to the designer of what you like and what you don't like. This is brand identity and you need to know what appeals to you and what doesn't or you are going to waste a ton of time and money. If you are using an agency plan on going through a branding process which may take a few weeks time in addition to the time to create the identity.
3. Do not expect this to be a low budget project. If you have a small budget then be flexible and have a lot of homework done ahead of time. If you have little to no budget, contact your local Design Institute or University design departments to take on your business as a class project. You can help a young artist build their portfolio and get a very cost-effective design in the process. If you use a design consultant or an agency, expect to pay anywhere from $700 to $3000 depending on how much you have prepared in advance.
Visual identity is a crucial element in your business launch but it doesn't have to be a frustrating one if you plan ahead and allow time for development. A business should not be started overnight and just like your business plan your visual identity should be a well thought-out process. And lastly, enjoy it. A successful business will hold this identity for years and years to come. Who knows... after years of branding your visual identity repetitively your business could be the next Nike swoosh. And hopefully WSA help to get your there.
Talk about business from the chic-in-charge at White Space Agency.
