It's All About Branding

April 13, 2010
Eric Johnson

By Eric Johnson | Minuteman Press




It's All About Branding


     Branding is a term we have all heard mentioned when the topic of advertising a business is discussed.  What does this mean anyway?  It relates to the image placed, or that should be placed, on all of the items you print to advertise your business.  Think of the largest companies that produce products you use in everyday life.  You can easily picture those brands in your mind due to the imaging they place on each and every one of their products.  The same should hold true in relation to your advertising.
   "Where should I start?"  The place to start is with your logo.  You really need to put a lot of thought into this.  The logo you end up with will represent your company and help you be remembered when someone is in need of what you provide.  "Is there a right and wrong way to do this?"  Yes, there is.  Let's start with the wrong way.  The wrong way would include using an image that is incorrect for the type of industry you are in, an image that is difficult to figure out , color choices that are hard to reproduce, and color choices that are expensive to use in forms of advertising other than paper products such as promotional items.  Only having a rastor or pixel based image type when creating your logo is another limiting factor in the ways you can use your completed logo design.  The start off the right way, use an image that is industry appropriate.  An example of this would be an image that is made up of a tiled pattern if you own a flooring company.  "Got it, then what?"  Next think about your colors, while considering all the ways in which you intend to use this branding.  Are you going to develop a website?  What about printing on promotional items such as shirts, coffee cups, pens, signs, and items such as these?
     Color is an important factor in customers remembering your business.  Color helps with retention when customers are viewing the sea of advertising from the many businesses out there who offer similar products and services to yours.  Depending on the colors chosen however, you can get into a very expensive situation if the colors chosen are not standardized so they can easily be reproduced when changing from one use to another.  When printing on a promotional item, one or two standard colors can be reasonably priced, but a four color process gets pretty expensive.  If the colors chosen are made up of percentages of CMYK (what most design programs produce) they may not be in line with a spot color process used in traditional offset printing, and they can be extremely hard to reproduce consistently.  Make sure that you end up with both vector (mathmatically formulated), and rastor (pixel based) versions of your logo once your logo design is complete.  This allows for much greater flexibility in the ways you can use your logo depending on the medium it is being placed on.
     "This all sounds so complicated.  What's the easiest way to go about this?"  Being that this branding is most likely going to stay with you for the life of your business, is going to send the right or wrong message depending on whether it was designed properly from the start, and the importance of this can't be understated, have it professionally done. The money spent up front will be well worth it in the long run.  I don't like the branding I have now, so is it alright to rebranded my business?"  Absolutely, and the sooner the better if you are sending an unclear message regarding what your products and services are, or if you find yourself limited on how you can use your logo due to file type or expense because of color choices.  It will take a little while for your customers to realize that this company with the new look is still you.  We would be glad to be of assistance.  Simply click here to "Make an Appointment" so we can see what you have, and provide you guidance where it is needed.  If you are just starting a business, or are wanting to rebrand an exisitng one, simply click here to "Place an Order" so we can get working on your new branding right away.