In 2020, the number of new businesses, businesses less than a year old, in the United States reached a record high of 804 398 according to New entrepreneurial businesses US 2020. There are multiple things to consider when branding your business, such as; the business logo, web page design and your business cards. How you brand your business determines how the market perceives you. While this can seem daunting, branding your business is one of the most important and exciting steps in business development.
Designing a Business Logo
Your business logo is the first thing people associate with your brand. Depending on their available finances, businesses can choose to hire graphic designers, or use free online generators. Important considerations in designing a logo include color, simplicity and messaging. The final product represents a business’s personality and should draw the attention of those who see it. Examples of free online logo generators include:
- TRUiC’s Small Business Logo Maker
- Wix Logo Maker
- Canva Logo Maker
- Hatchful by Shopify
- Squarespace Logo Maker
These online logo makers are a great resource for small businesses without large funders as many of them are cheap, if not free. However, it is always important to read the fine print, as a website that offers a free logo design may not offer free logo download. Each resource has its own pros and cons and it is important to do your research to determine which one is right for your business and your branding.
Building a Web Page
In the modern era, when consumers or entities are looking for someone to do business with, they no longer turn to the yellow pages, they turn to search engines such as Google. Having a web page that is easy to find, engaging and user friendly is therefore a crucial part of business branding. Fortunately, setting up a website no longer requires expensive contracts with third parties and seemingly endless days of development. Programs now exist that can assist businesses in building their own websites cheaply and easily. These are known as drag-and-drop website builders. The Really Useful Information Company (TRUiC) sets out several options that businesses can turn to in order to develop a web page. Examples of drag-and-drop website builders include:
- Web.com
- GoDaddy
- Wix
- Shopify
- WordPress
Each of these differ in what they offer and what they charge. Business owners will need to decide which of these are best for their business brand development, or if it is best for them to employ a graphic designer.
Printing Business Cards
With the world of business being mostly online these days, one might question the relevance and utility of a business card. However, the practice of spontaneous networking in coffee shops and handing over a business card you had in your wallet will never be digitized. Like a logo, the design of a business card sends a message to potential customers. In designing your business card, it is therefore important to again think about how you want your business to be perceived. Multiple online service providers exist that allow you to design your own business card for printing. Many of these also allow you to design brochures and other custom items.
Business Phone System
Another great way to promote your business brand that is sometimes overlooked is investing in a good quality business phone system. Having a professional phone system shows that you are serious and professional. It forms part of your business image. Compare business phone systems and choose one that fits your needs and your budget.
What Message Do You Want to Send?
The most valuable resource in business branding, and one that must be utilized before all those listed above, is your own vision. Overtime as business logos become well known, they become associated with certain emotions, language and images in the minds of customers. Whatever logo you create therefore needs to adequately represent what you want customers to think about your business. When customers see your branding, should they feel happy? Safe? Excited? Do you want your business to be thought of as trustworthy? Innovative? Disruptive? All of these are considerations when designing your business logo, websites and business cards as well as your branding generally.
Differentiate yourself. The last thing you want as a business is for customers to see your logo and think of a different business, especially a competitor business. It is important therefore that your logo both represents your business and stands out from the rest. By creating a novel logo you also avoid the risk of infringing on trademark laws.
Consistency is key. There is no use in persisting with branding that elicits a poor customer response. However, if business branding is constantly changing, customers may not be able to recognize your logo or may question the stability of the business brand.
