Small Business Tips For Choosing A Resource To Create Your Corporate Identity:

October 26, 2022

I will not be digging into an analysis of what makes a great corporate identity but focusing on the creative services aspect and helping you choose the right resource to develop and create your corporate/brand identity.

In general, corporate identity is the overall image and personality of a business that is projected externally to consumers, businesses, and the general public. I once heard a comparison made to a person’s persona; those first impressions we get when we meet someone. It’s our personality, character and individuality.

The visual aspect is, of course, accomplished through design via logos, business cards, websites, ads, collateral materials, advertising, digital marketing, etc. It all starts with your logo, badge, or emblem. In today’s world of information overload, it’s imperative that your identity design is a distinct representation of your business and its products or services and stands out from your competition. Your logo should reflect trust, credibility and have lasting value. An amateur or unprofessional logo essentially tells people that your business is not to be taken seriously. They could associate cheapness with your brand name, and it will be permanently tarnished in their minds.

So, what should you be looking for, knowing that excellent design skills and a proven track record are a given?

• They should have a good understanding of how businesses operate and, ideally, ones that are typical in your market.
• They should be willing to take the time to learn about your company and its products and services and check out your competition’s brand.
• They should be a good fit for the size of your company and budget.
• They should show a genuine interest in your company and be asking questions and making suggestions.
• They should have a clear understanding of the basics of sales and marketing and know what branding is all about.
• They should take the time to explain the process and be responsive, accessible, and dependable.

Steve Guild is the owner of Guild Creative LLC /

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