The term ‘branding’ originated from the need for farmers to distinguish their cows from their neighbour's. To avoid mix-ups over ownership, people began to brand their animals with a distinctive and uniform symbol.

Today, branding your business is a lot less painful if you commission a graphic designer to create a consistent company image and style across your marketing materials.

A fresh, professionally designed brand will always make your business ‘look the part’, and stand head and shoulders above your competitors.

Branding isn’t just about how your brochure looks, it’s also about how your business is perceived. One of Crimson's clients summed it up saying her new branding made her feel more confident approaching prospective new business leads, because she “felt her company was now dressed professionally".

 

My mantra for effective branding is consistency, consistency, consistency!

No matter if you’ve created a logo yourself, or have professionally designed branding, one thing that can weaken all your efforts is to use the brand elements, (logo, colour, fonts, strap line) in different ways throughout all aspects of your business - brochures, website, emails and social media.

To review your branding lay all of your marketing materials side by side on a desk and give them a score out of 10 for consistency.

Weak                                         Strong

1 2 3 4 5 6 7 8 9 10

Is your logo placed in the same spot on each different piece of information i.e. top left hand corner?

Do the colours look the same on your website and your printed materials - or are you using a different shade on each?

Have you used the same fonts for headlines and body text on all your brochures?

Do any images you use in print look crisp and clean, or are they low resolution taken directly from your website?

Just a few simple tweaks on these points will help you get closer to scoring 10/10.

Your branding will look more professional and send out the message that you are organised, with an eye for detail, which is key to creating a good initial relationship with prospective customers.

All brands created by Crimson are sent out with a simple PDF guide to help our clients maintain consistency on everything that sells their business, keeping their new brand strong at all times.

Remember – consistency creates strong professional brands that say you have an eye for detail and care about your business, building an image your clients will recognise and trust.

Investing in professional design with Crimson won’t cost as much as you imagine, and of course is a tax deductible marketing cost.

 

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