“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” –Jeff Bezos (CEO of Amazon.com)
Why do you shop in that particular store or buy that particular orange juice? To some it makes no difference, but to you it should. Something about that company’s image draws you. It’s the same reason those cheesy infomercials show you their competitor’s product in black and white with a frowning, unsatisfied customer and their product in vibrant color with an overly happy person. It’s all about IMAGE. Maybe it was not necessary a few decades ago but today, customers are looking for businesses that they can relate to and easily remember. Your business needs a clear and inviting image to reflect your company’s identity. Here are three reasons why:
1. Clarity. Impressions are everything. How relevant is your current company logo to your company’s products or services? Do you even have a way to identify yourself to the masses? So many businesses make the mistake of using a logo just to have a logo (which can be worse than not having one). Your logo should be simple and clean. Easy to understand and remember. Apple is a perfect example. Even though apples have little to do with technology, they are common and everywhere. You don’t need to be complex and technical. You need to be clear and easy to remember. The same applies to company names. Avoid long, wordy names that mean nothing (i.e. “Global Worldwide Services, Inc.”) If people remember what you look like, they will be likely to return to you.
2. Connection.The goal of your company’s identity should be to connect their needs to your services. If you can stir emotion in a person, your branding is effective. This is common in fashion. Provocative ads from Calvin Klein always get people talking and that’s what you want! You don’t have to be provocative but you must be affective. A solid branding connection gives people a reason to put their trust in your company. Maybe it’s because they like your logo’s colors or perhaps because they like your approach. The point is branding will NOT sell your product but it will get their foot in your door.
3. Credibility.Now more than ever, people want to deal with companies that have it together. It is equally important that your prospects see that reflect in your branding. Even though you’re a small business, it’s becoming exceedingly necessary to present yourself like a major corporation. Colorful, clean, professional and relevant. Credibility is a slow process of trust and establishment. Proper branding will increase your ability to be taken seriously as a credible company.
Trinity Printing takes branding seriously because how you present yourself is just as important as what you are presenting. We offer many different ways to brand your business from logo design to full corporate identity. Call us to find out more about how to brand your company effectively.