Written by Andrew Holliday | March 17, 2017
I had a brief email exchange with someone interested in working with us earlier this week. I’ll change details to conceal this person’s identity and industry. I’m using this conversation to show a couple of common errors we see people making as they start their business. I don’t share this to embarrass anyone. I’m hopeful that this post will help similar businesses.
Here’s roughly how the conversation started, “I am interested in a logo and a website for our business. We have limited funds (meaning my business partner does not think a logo or website is even important), but I’m getting a quote and going to make him do it!”
I want to focus on two huge mistakes they’re making as they jump into the adventure that is business ownership.
1. Don’t underestimate the value of a well-executed brand. Your brand is one of the biggest assets your company will own. Taking the time to shape the perception you want from the beginning will pay off tenfold. Don’t think of just getting a logo. Think of how you want to be perceived by the world and the visual identity that will help accomplish that goal. The branding process is much more than just a logo.
- You should be considering how to position yourself against the competition.
- Where is there a unique hole in the market you can exploit?
- How can you deliver your product or service in a memorable fashion?
- Write a communication strategy to consistently convey what makes you unique.
- Build a complete visual identity system to graphically express your desired message.
The logo becomes part of a much larger asset that can be leveraged for decades.
2. Don’t underestimate the importance of your website. The people that inquired are in the construction, design, architecture, etc…industry. A website will be their primary marketing tool. Doing just enough to get something online is a huge mistake. If they’re going to invest in one marketing vehicle as a service business, it should be their website. They should build something remarkable that makes people want to learn more. Every single potential client will visit their website prior to making a purchase decision. Throwing up a cheap site is a terrible reflection of what you can expect to receive as a prospective client. Their website should portray a sense of quality that puts potential clients at ease.
Key takeaways:
- Your logo is just one small piece of your brand.
- Your brand is one of the most valuable assets your company will own.
- Your website is your most important marketing tool.
- For nearly all businesses, every purchase decision will require a trip to your website.
