There’s a common perception that branding is only necessary once your business is making a steady profit. Why spend big dollars on a designer when you don’t even know if your business is going to be successful, right?
I hear you on this, and on the surface it looks like a sensible thought. But the opposite is in fact true. You need branding in order for your business to be successful. (And I’m not just saying this because I’m a designer! Ha!)
Here’s 3 ways that having a well-designed brand identity can set your business up for success.
The number one reason I recommend hiring a designer is to attract your ideal customer. Every successful business has identified who their target audience is – even brands like Target and Nordstrom. Identifying them is only the first step though; understanding how to attract this audience is another, and usually where a brand designer comes in.
Your visual brand identity helps communicate what your service is, what the voice of your business is, and what type of people you work with. It is like a spokesperson or your receptionist—it’s usually the first impression, and everyone wants their business to give off a good impression from the beginning.
I recently sent out a survey asking business owners what their top frustration was when it came to their brand and website. The most common response was the time and effort required to create branded materials for marketing and keep their website up to date. When you’re busy running a business you probably don’t have time to customize your newsletter, send out personal and pretty thank you notes to clients, or design Instagram posts or Pinterest graphics for your blog.
Having a style guide and brand system in place will save you the bulk of time it normally takes to create these pieces, as all of the guesswork has already been done. A good brand system will give you the templates you need to whip these pieces up whenever you need them. (And they’ll consistently be on-brand instead of a mish-mash of ideas!)
Would you be surprised if I told you something as small as your branded price guide or a personalised thank you note can push a client over the edge to commit to booking with you?
Thoughtfully-detailed design is never overlooked. We live in a visual world and our clients and customers see everything, so creating a personal and on-brand customer experience is paramount. Everything from your email signatures and appointment reminders, through to holiday cards and sale announcements are all opportunities to raise the bar, make your brand stand out, and ultimately push your business past that of your competitors in the eyes of your ideal customers and clients.
So in short? It’s never too early to invest in branding. Just make sure you work with a designer who prioritises STRATEGY first. You need to know what your brand stands for and who you want to connect with so you develop a brand with your ideal client or customer front of mind.
I’m a brand and web designer, stylist and strategist. I work with talented and seasoned professionals to design strong brand identities that help improve their businesses. I’ve supported many entrepreneurs in further defining their brands through thoughtful design that not only appeals to their audience visually, but strategically.