Good Design. Positive Change.
Wheelhouse Collective

The Brand that Keeps on Giving — Part I

This is the first post in a two-part series. You can read the second post here. 

4 Great Reasons to Invest in Your Brand
Every company has a brand whether they like it or not. Every action you take as a company is an expression of your brand. The bad news is that many companies have no brand strategy directing their actions, so the way people perceive the company is left almost entirely to chance. The good news is that you have the ability to direct, shape and focus people’s perceptions about your company.

When branding is done right, your customers know who you are and what you stand for; they can easily engage your company and have a great experience doing so.

The most successful companies employ professional strategists and designers to help them to build and stay true to their brand. That way, a consistent message is communicated everywhere your company and its representatives show up. Hiring a professional to do the job right will require an investment on your part – and investing in your brand is one of the most important decisions you can make for your company. We’ve got 4 great reasons to invest in your brand – especially early on in your company’s life.

It will make your job easier.
You probably started your business because you love what you do and not because you want to spend hours slogging away trying to get yourself noticed. At first, this hard work may be necessary. But over time, with the right brand development, your company will become synonymous with your industry and marketing will become much easier. It will start to feel natural and its own inertia will carry it forward. Having a brand that people can identify them means that your reputation will genuinely precede you, making your job much, much easier.

It will stand the test of time.
There are lots of brother-in-law hobbyists, design students, and even automated logo generators out there. But just like everything, you get what you pay for. A cheap logo is not a solid brand strategy and trendy design tricks do not necessarily translate into a long-term brand presence. If you want to have a brand that can grow with you throughout the lifetime of your company, you are going to have to make an investment in it. There’s no getting around it.

It will save you money in the long run.
You can pay now and get it right the first time. Or you can pay even more later, when you have to re-explain yourself to your audience. An amateur false start will require you to redo existing communications: signage, collateral, tradeshow graphics, website, and more. And how do you account for the loss in sales caused by an unprofessional branding effort?

It will make you money in the long run.
The world’s most financially successful companies have operated from a solid brand foundation. And in today’s competitive and connected world it’s more important than ever. Nurturing a living brand culture within your company or organization is the only way you will reach your full potential.

“With the right branding, businesses can increase their product’s perceived value, establish relationships with their customers that span ages and borders, and nurture those relationships into a lifelong bond.”
– David Airey

This is the first post in a two-part series. You can read the second post here.  

You can read “What is a Brand, Anyway?” here.


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