asylum design blog

Grow Your Business, Step 2: Rethink Your Identity

July 27th, 2010

Many clients, after evaluating their existing materials, come to the conclusion that their core identity – logo and stationery – are outdated and ineffective. Perhaps their business model has changed, or their vision has been updated, or maybe it’s been 25 years since they looked – really looked – at their logo. In any case, what they are using as a logo no longer fairly represents the essence of their company. So before they spend a lot of time and money on a new Web site, collateral or sales materials, the decision is made to rethink their identity.

Successful business owners understand that their logo is the foundation upon which everything else is built. Whether it’s on a business card, signage or Web site, your logo is often the first contact a customer has with your business. It is, in fact, your corporate identity. And in marketing, like most things, image is everything and first impressions count.

As such, it is imperative you research and hire a professional agency to handle the development of your new identity. This is not the time to think you are creative or an opportunity to give your cousin’s art school daughter her big break, or explore online $100 options. If you have a limited budget to spend on marketing, here is where to spend it. There are plenty of ways to build inexpensive Web sites and PR campaigns. But there is no cheap way to build your identity. And why should there be? Second to your strategy, this is your single most important marketing tool. And since you will most likely use it for the next 10 years or more, dollar for dollar it’s the wisest investment you will make.

It takes to time to properly research your industry, develop exciting concepts, explore appropriate fonts and color options and put it all together to create a memorable – and lasting – logo and/or trademark. For example, our preliminary conversation prior to starting any creative on a new identity, covers over 30 points of interest – just as a starting point – and touches on topics such as the company’s short and  long term goals, current audience makeup and top competitors.

If you’re looking at redeveloping your identity system, take the time to do it right and watch it pay off in dividends over the long haul.

Entry Filed under: Thoughts on Design