On Branding & Visual Identity - Show & Tell
Are you satisfied with what your business looks like online?
With today’s short attention spans first impressions are everything and how you visually present your brand has a huge impact on your profitability.
So today I thought we’d do a little “show & tell” & take you through the steps you’ll need to consider if you’re going to update your look.
I recently had the opportunity buy a better domain name for my music business. I am moving from music2work2.com to musicto.com. While the core business operations of music production and distribution don’t change, the way the business is presented and perceived does.
Before I even think of the logo I have to define the new brand positioning statement:
Old music2work2 Brand Positioning Statement:
For knowledge workers who work in front of a screen, music2work2 publishes music that helps them be more effective at work. Unlike other “utility” music it is created live and new music is published 5 times a week.
New musicto Brand Positioning Statement:
For people who have to address a specific task or challenge and are looking for music to help, musicto publishes albums designed to create the optimal sonic environment. Unlike other music sites, musicto creates music for specific actions and behaviors and does not charge a subscription fee.
Takeaway For You
Before you begin to play with fonts, colors and clipart (that last one was joke!) you must, must, must define your business in terms of who your customer is, what their needs are, what it is you do and why you’re different from your competition.
I wrote about brand positioning statements here - if you haven’t created yours yet this is definitely the first place to start.
Working With A Designer
There are hundreds of options out there for you to get a new logo for your business but it’s been my experience, particularly when it comes to design, that you get what you pay for.
The development of your visual identity is so critical that it should be a deep collaboration between you and an experienced designer and the budget is likely to require 4 figures, not three (or even two god forbid!)
Below you’ll see an example from the type of designer I like to work with. They’ve taken my new brand positioning statement and given me three directions to work with. I need to choose which one I like and then we will work together to further develop that direction.
I’d be super interested in what you think and whether you have a preference.
Click on the image below and you’ll be taken to an online pdf.
And if you’re thinking of a new visual identity for your business let’s have a chat.
Find yourself procrastinating and avoiding your work? Listen to this, it really helps you get things done