As a professional graphic designer, I’ve spend a lot of time helping clients, friends and family develop brand images for their new businesses. Below are 3 steps you can follow when starting your new company:
STEP 1: Developing a Company Name. Your company name will start to influence your brand. It’s important dig deep into what image you want your company to reflect. Brainstorm a list of words that might express your company. Is your business serious, fun, affectionate, trendy? Who is your target audience; moms, children, seniors, athletes? It’s a good idea to use a thesaurus for inspiration and to find descriptive words you might otherwise have overlooked. Once you’ve established a good list of words, start combining them to form a second list of company names. Use friends and family as research panels to get an idea of which names resonate with what person. But most importantly, be creative, have fun and remember to add your own personality into the mix.
STEP 2: Creating a Logo. Once a company name has been established, it is now time put a visual identity to the name. Using your list of descriptive words is a good place to start. This will give your designer a better idea of how you see your business. It’s the designers job to then translate those words into a visual symbol. Your designer (depending on your contract with him or her) should provide you several concepts, or examples, to choose from. Be sure to mix and match ideas, fonts and even colors to create a logo that best captures the character of your business. Below is an example of a logo design creative process.
Step 3: Establishing a Positive Brand: What is a Brand? “A brand is the personality of a product, service or company. There are many ways to establish a brand; via the web through a web site, social media sites like Twitter and Facebook, print advertising, television and radio. Whichever way your budget allows you to market, it’s important keep all your messages, visually as well as verbally, consistent. Your marketing efforts should to be visually appealing, as they are typically your first line of exposure and where your target audience will immediately make assumptions about your business. Remember, the more you communicate your message, the more your brand will grow. Below is an example of a consistent brand image: