The products or services that you offer in your business must be recognised by a name and image that make people feel safe that they are acquiring something quality – a service or product that makes them think only of your company.
The importance of creating a brand is of paramount importance as it allows you to assign a clear identity for your products or services, to differentiate and position in your chosen market, and elsewhere.
The logo is the visual presentation of your SME. The mixture between text colour and form is the essence of what your business is, indeed, what you are as small or medium businesses. It is like the signature of your company, which identifies it with the rest of your competitors. This aspect should not be considered, ever, as an afterthought. On the contrary, visualise it as a priority investment for your business because without it, your products can not be released.
The design for your brand cannot be the result of a sudden event, but a process of decision making which will specify what it is the public wants and what attracts you too. After that, it's good that you work with your marketing team on an assessment to determine the perception of what you do and what your competitors do before the eyes of your customers, your closest collaborators and potential customers.
The most common comment when people see a new brand without any prior preparation is: "Now, what is it they want to sell?" Therefore, thorough preparation is absolutely essential, rather than opting to rush out a brand.
The design of your brand can create a profound impact on the mind of the target market. Before launch, it's good to do a campaign that allows you to evaluate how the local public receives. In this process, companies often tend to change design to incorporate views of the test consumers.
Your brand will be enhanced over time by other factors of your SME, from marketing strategy, advertising, quality, price and employee training, among others.
There is also a factor that is very important in the design of a brand: in addition to being aimed at an audience, it is you who must be attracted in the first instance. The design should make you feel motivated, happy and proud of what has been done. You can then show that image in your folders, cards, branded uniforms, promotional products and other items that you use in your business.
Be very aware that all the time, a company is evolving, be it through employees, equipment, administration etc. However, what always remains is the brand as one of your key assets. SMEs could be worth more in the long run, and the key is to attract customers in an inspiring way and to maintain a strong commitment to the company brand.