Creating Identity
Once you've completed the Getting Started steps, the next thing is to work out how you want everything to look - your business identity. Sounds easy, right?! Let's get started.
Identity and branding
Unless you're a marketing or design expert, you may think identity, branding and logo design are all the same thing - but they're not. At a very basic level - it's to do with how you present your business to the world. Here's a brief outline of the differences:
- Identity - all the visual elements that represent your company - name, colours, logo, etc.
- Brand - the impression of your company by others.
- Logo - a clear recognisable symbol or icon that represents your company.
Here are some links to further explain, and to get you thinking about how to create your business identity:
- DeMara Studio - Brand vs Identity vs Logo
- JustCreative - Branding, Identity & Logo Design Explained - this article is very comprehensive.
- Queensland Government Business - Branding for business: the basics
- The Marketing Donut - Ten ways to build a brand for your small business
Hopefully these articles will set you on track to developing a sound business identity. If you're still not sure, you may like to consider sourcing a professional marketing company to help get it right.
Choose a colour scheme
Colour matters. It captures attention and can send a powerful message. Different colours provide a different "feel", so it is really important to get the right colour scheme for your business identity.
Here are some "colourful" links which may be useful:
- Colorcom - The Color Consultant Experts
- Mashable - 10 Tips for Company Color Schemes
- Inc. - How to Choose the Right Colors for Your Brand
- Huff Post Business - The Psychology of Color in Logo Design (infographic)
- Adobe Kuler - create or browse colour schemes.
If you're still not sure about the best colour scheme for your business, consider contacting a graphic designer to help you get it right.
Create a logo
A logo is more than just a fancy icon. It reflects your brand and it should inspire trust, recognition and admiration for your company, so it's important to get it right.
Here are some good articles to help get you started:
- JustCreative - How To Design A Logo - professional logo design in just 5 steps
- Creative Bloq - Logo design: 60 pro tips
- Mashable - 7 Killer Tips for Logo Design
- Canva - DIY graphic design
- 99designs - online crowdsourced graphic design marketplace
- Or try Googling "create logo" and try out a few of the "create your own" options.
If you're still unsure about successfully creating a logo, consider contacting a graphic designer.
Stationery, business cards, signage and advertising
Once you've organised colours, logos and claimed your online places, it's time to work on the offline component of your business identity. This may include:
- Stationery, like letterhead and envelopes.
- Business cards
- Signage
- Advertising
Most of these items can be arranged via your local printing company, a franchise such as Snap, Officeworks, or online using a company such as Vistaprint.
Well done! You're well on the way to establishing your business identity. The next thing to consider is your business' online presence.