Three Brand Identity Myths That Will Bring Your Business Down

"Brand identity" 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
Web site, brochure, folder, flyer, or any other
professionally designed pieces.

Having a brand identity is extremely important to your
business's success. However, many business owners have
misconceptions about brand identities that can damage their
businesses.

My cousin/coworker/friend can design my brand identity

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 does
not mean that she has the knowledge and expertise required
to create great graphic designs. Designing a logo, business
card, or Web site is much different than painting a picture
or making a collage. You must make a brand logo scalable,
meaningful, and symbolic.

Second, having a professional designer on your business
marketing team ensures that your projects will be a top
priority. I have many potential clients who start their
designs with a friend or relative and are then "put on the
back burner," leaving their project to drag on for months.
After much frustration, they hire a professional and are
amazed at how quickly things are completed.

Finally, would you trust a friend to do something really
important for your business? Would you ask her to do
something that requires unique skills, like making a client
presentation for you or giving a speech? Probably not,
unless she is a sales professional or a professional
speaker. Would you trust a friend who is "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
if you do not have a high-quality, custom brand identity
professionally designed. There are many effects that will
harm your business, including the possibility that your
clients will not respect you or take you seriously, among
others.

A strong brand identity quickly pays for itself. For most
businesses, if just two or three new clients call you over
the course of your lifespan because of the equity that your
brand identity creates, your logo and brand identity design
package would be paid for. When you have a top-notch brand
identity, new customers will contact you because they
remember your logo, have held on to your business card, or
are impressed by your brochure. And it's likely that many
more clients than the required few will contact you and
your business will grow and flourish from the (relatively)
small initial investment in the brand identity.

Consider also that a brand identity is a sustainable
expense. Once you have 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, creating
consistent, targeted marketing pieces and programs is an
easy addition to your existing system.

I do not need a brand identity

If you are a professional in business, you need a brand
identity. You wouldn't consider 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 requirement for marketing and promoting
your business.

There is nothing that looks less professional than not
having a professional brand identity. If you do not
establish a clean, high-quality, and consistent look and
feel to your materials, you will have a much more difficult
time gaining the trust of potential clients-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."

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Erin Ferree is a brand identity designer who creates big
visibility for small businesses. As the owner of elf
design, Erin is passionate about helping her clients stand
out in front of their competition and attract more clients.
Her "Define Your Difference Branding Workbook" will help
you with your brand definition - the most important step in
the brand identity design process.
http://www.elf-design.com/products-define.html