Branding 101 Choosing Unique Colors and a Logo

Opening a new business is an exciting and hectic time. Sometimes in the excitement, the branding of a company is overlooked.

As an owner of a small business I can understand that. The problem is, branding is a vitally important part of your business. Let me say that again in bold type. "Branding is a vitally important part of your business." In fact I will argue it is the second most important thing you should do, after creating a business plan or even better a business model canvas. Branding is vital to communicating to the customer everything from your business philosophy, your potential place in your chosen field, and your experience, and poor branding limits things like how much you can charge, who you can work for, and your company’s implied reputation (both online and off-line).

Choosing the Philosophy: Consistency in design, service, and attitude throughout your customer’s experience is vital to properly positioning your company. It is also important that anyone who may be representing your company fully understand your brand and company philosophy. Taking the time to talk about it now will prevent problems down the road. So let’s really think about what we want to say to our customers. Sometimes a business may want to set their reputation as the lowest priced business in town. This philosophy would need a completely different type of branding than a company setting their reputation as high end or upscale. These factors will set the tone of all the coming marketing and design decisions. The subtle shades of color you choose for your website, store, print media, logo, and other materials are all vitally important to setting this tone. What’s more the overall way they are put together is just as important if not more so. Unless you are the Michelangelo of Photoshop with a behavioral science degree then you might want to consult a professional for this. But first before we decide whether to do this ourselves, we must decide what type of branding best represents our company. Don’t worry it’s not as hard as it sounds.

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