Three Brand Identity Myths That Will Bring Your Business Down

To begin, let's define "Brand Identity," which is the combination of consistent visual elements that are used in your marketing materials. A basic Brand Identity Kit consists of a logo, business card, letterhead, and envelope. It can be extended to include a website, brochure, folder, flyer, or any other professionally designed pieces.

Having a Brand Identity is incredibly important to your business's success. However, many business owners have some misconceptions about brand identities that can damage their businesses, and I've discussed those below:

My cousin can design my brand identity (logo, website, and marketing materials) There are some very significant areas of your business that should be left to the professionals.

First of all, while your cousin may have been "great in art class," this doesn't mean that they have the knowledge and expertise required to create great graphic designs. Designing a logo, business card, or website is much different than painting a picture or making a collage. You must make a brand logo scalable, meaningful, and symbolic. See my article on the "9 Keys to an Effective Logo" for more information on what factors to consider when creating a great logo.

Second, by having a professional designer on your business marketing team, your projects will be a top priority. I have many potential clients who start their designs with a friend or relative, who are then "put on the back burner", and then have their project drag on for months. After much frustration, they come to me and are amazed at how quickly things are completed. As a professional, I make your projects the most important items on my to-do list.

Finally, would you trust a friend to do something really important requiring unique skills for your business? Make an important client presentation for you, or give a speech? You probably would not, unless they're a sales professional or a professional speaker. Would you trust a friend who's "good with math" to do your corporate taxes? If you wouldn't trust an amateur with an important business function, then why would you trust an amateur with your brand identity ? the key to your marketing success?

Designing a custom brand identity is too expensive It's true that having your marketing materials designed is an expensive proposition. But, it may be even more expensive not having a high-quality, custom brand identity professionally designed ? in terms of lost business, lack of respect from your clients, not being taken seriously in business. The list continues.

A strong brand identity quickly pays for itself. For most businesses, if just a few ? two or three ? new clients call you over the course of your business because of the equity that your brand identity develops, this new business would pay for your logo and brand identity design package. New customers will contact you because they remember your logo, hold on to your business card, or are impressed by your brochure. It's likely that many more clients than the required few will contact you, and your business will grow from the (relatively) small initial investment in the brand identity.

Consider also that a brand identity is a sustainable expense. Once you've had a timeless logo and set of marketing materials designed, you can use them for years to come. And, once you have a strong logo, then creating consistent, targeted marketing pieces and programs is an easy addition to your existing system.

I don't need a brand identity If you are a professional in business, you need a brand identity. You wouldn't imagine being in business without other important business essentials ? your own computer, perhaps, or a business name or bank account. A brand identity is another of these basic business essentials ? it's the central piece to the marketing and promoting of your business.

My professional experience has taught me that there is nothing that looks less professional than not having a professional brand identity. If you don't establish a clean, high-quality, and consistent look and feel to your materials, you'll have a much more difficult time gaining the trust of a potential client ? and signing them on to use your services. All of the Fortune 500 companies have a logo, and for a good reason ? it makes them look more professional. If you want to be perceived as offering a high-caliber service, you have to look polished and "put together."

About the Author

Erin Ferree, Founder and Lead Designer of elf design, is a brand identity and graphic design expert. She has been helping small businesses grow with bold, clean and effective logo and marketing material designs for over a decade. elf design offers the comprehensive graphic and web design services of a large agency, with the one- on-one, personalized attention of an independent design specialist. Erin works closely in partnership with her clients to create designs that are visible, credible and memorable ? and that tell their unique business stories in a clear and consistent way. For more information about elf design, please visit:

Logo design at http://www.elf-design.com

---

Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley?

Over regulation of our free markets is stifling our growth... Read More

Value Proposition Writing - Brand Identity Guru

Your Value Proposition, or as I usually call it, your... Read More

Branding Guru - Brand Identity Guru

Branding TodayHave you ever had a good brand experience? How... Read More

Brand Positioning - Brand Image

That cross-trainer you're wearing -- one look at the distinctive... Read More

Internet Branding

Having been in the franchising business all my life and... Read More

Id Buy That: Getting A Brand Mindset

Feel that? The crisp tingle in the air? It's fall.... Read More

Britney Spears Branding

How would you like to sell as much in one... Read More

Brilliant Branding Builds Business

Branding is more than product recognition or a simple logo.... Read More

Choosing the Right Color Palette

Color is a highly personal experience ? everyone has favorite... Read More

Brand Identity - Corporate Identity and Brand Value

Companies work hard building the strength of their brands -... Read More

How A Crazy Branding Stunt Can Bring Results For Years

As a beginner, you would be forgiven for thinking that... Read More

Brand Image ? Brand Identity Guru

Having a brand image is not a "have or have... Read More

You?ll Bring a Parade of Business to Your Door!

Parades happen in every big city and many small towns.... Read More

Trademark Your Business ? Lessons Learned

Small business owners learn many lessons the hard way -... Read More

Image is EVERYTHING

The absolute foundation of your small business is your image.... Read More

Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey

The seventh in a continuing series of twice-yearly surveys by... Read More

Trademark: Do I Need One for My Business Name and Logo?

Wondering if a trademark is important to you as a... Read More

John Deere and NASCAR; Excellent Use of Brand

We should all recognize the marketing efforts of John Deere... Read More

Branding Services - Brand Identity Guru

Branding Services is a tactic that marketing executives and managers... Read More

Your Identity Speaks Loudly...What Are You Saying?

Your corporate identity is a graphic expression of who you... Read More

Are You Brand Worthy? Are You Brand Worthy?

Branding is a one hot topic, although it is wildly... Read More

Trademark Issues in the Mobil Auto Business

There have always been trademark issues and lawsuits in the... Read More

Hiring the Right Graphic Designer for Your Small Business

Every small business needs it, but not many have it.... Read More

The Top 10 Strategies for the Positioning of Success

Many businesses of today are often driven to compete striclty... Read More

The Positioning of Success

Many businesses of today are often driven to compete... Read More

What the Heck is Branding and Why Should I Care?

There's been a lot of buzz lately about branding. But... Read More

Do What Works

"Can you hear me now?"You'd be hard pressed to find... Read More

A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.I see... Read More

How to Work with Your Graphic Designer

As a graphic designer, I can tell you something right... Read More

The Role of a Visual Vocabulary in Brand Identity Design

Visual elements are a major part of your business's brand... Read More

10 Secrets for Free Media Placement

Why pay a high priced PR agent when you can... Read More

Articles: The Perfect Branding Tool

If you own a web-based business, you're probably aware of... Read More

Adventures in Advertising and the Affect on the Brand Name

Studying various target-marketing techniques and here is a thought. We... Read More