What You Lose if You Don’t Work on Your Company’s Brand Identity

Some say brand is a necessity, others say it’s just a bonus to the business. In fact, its importance to the entrepreneur is hard to overestimate for both a modern online casino and an old-fashioned offline store. Let’s find out why.

Losing Your Personality

There are quite a few generators on the Internet that offer literally two minutes to create a logo. Here you pick up the corporate colors and see how the result will look on business cards and signs. You can add text, edit the image, and add or remove elements.

But all of this is irrelevant to your business, because the editors give a common set of elements that fit all. Visually it looks nice, but it doesn’t reflect anything: a coffee shop sign with a cup looks as banal as a music store with a note.

The brand tackles the issue of individuality and unusual design. After all, they try to make it not so much beautiful as unique, and fill it with associations. The visual appearance must meet the platform and positioning of the brand, take into account the value of the product, the model of communication with the customer.

Missing the Opportunity to Create a Branded Space

Almost all companies need to create one at some point in their development. It can be a store, a showroom, a hotel, an office, or a co-working space. You can rent a space and furnish it to your liking. But it’s much better to arrange it according to the brand.

If the location is designed for visitors, then the place needs at least a corporate identity. Ideally, you also need a thematic filling. For example, if the cafe positions itself as a family cafe, then it’s logical that there would be a space for children. And, conversely, it’s strange to see coloring in a place that specializes in business lunches.

Risk Losing Money

A company without a brand is in a dangerous position. If you choose the name yourself, you risk violating someone else’s copyright.

There are cases, when after a couple of years, it turns out that a similar name already exists. In such a situation, you have to pay a fine, destroy all products with the trademark and change all signage.

The more outlets in the network, the greater the damage. Sometimes it comes to several million, while professional naming costs much less.

But this is the worst option. Often there is a mistake with promotion: the wrong brand won’t save even effective advertising. It can last for several years and still not bring in income.

Who to Trust to Develop an Identity

In-house Development

To develop an identity within the company, you will need to assemble a full-fledged creative team. This is who will have to be hired:

  • A graphic and product designer.
  • Marketing expert.
  • Competent manager.

These people will do everything necessary: from developing the concept to fitting the logo to mock-ups of mugs, bags, and other items.

It’s easy to work with your own team: it will deeply understand the objectives of the brand, it will be able to maintain and update the identity for new marketing tasks.

But at the same time, there is a risk that in-house specialists will reject unusual and fresh solutions. To avoid problems, you can hire employees specifically for the task of developing and supporting corporate identity. Or connect an external agency or freelancer to the development to get a fresh perspective on the identity.

Ordering From Third Parties

If you decide to use a design agency or a freelancer, look at the portfolio and make sure the professional has already done similar projects and you like them. When choosing a contractor, don’t be guided by awards and titles: festival cases are often disconnected from the real market.

Prepare the most detailed terms of reference for an external expert – this is your vision of the future corporate style. It’s important to spell out the nuances of the business, a clear task of positioning and target audience.