Branding is a key component of any business – large, small, retail or B2B. When your branding strategy is effective, it gives your organization a colossal edge amid increasingly fierce competition.
You want your company to stand apart from the rest. Cleveland branding design services at Go Media give your company and product recognition and distinction. Your logo design will incorporate branding with all the important elements necessary to highlight what makes your firm special and significant.
Your brand is your promise to the customer. It’s a way for you to convey what they can expect from you and how it’s different from what your competitors offer. Our Ohio branding experts will want to first identify:
- Who you are.
- Who you are perceived to be.
- Who want to be.
For example, are you the non-conformist in your industry, always pushing the boundaries and breaking the barriers? Or are you the firm that consistently delivers reliability and trusted experience? Obtaining clear answers to these questions will be key to developing your branding.
Our Cleveland brand designers will integrate into this process:
- Art Direction
- Mark Design
- Font Selection
- Color Scheme
- Print Design
- Web Design
Your website, your packaging and all of your promotional materials are going to integrate your logo and, in turn, communicate your branding. This is where “brand strategy” will come in.
What is Brand Strategy?
Branding strategy is a long-term plan for the development of a successful brand that will allow you to achieve your goals.
It first identifies all the who, what, when where how and to whom you plan on communicating with your brand messaging.
We will look at:
- What is your company’s mission?
- What benefits do your products and services offer?
- Who is your target audience?
- What images and messages you want to convey;?
- What qualities do you want consumers to associate with your firm?
- When do you want to reach your target audience;
- The way employees interact with customers/ clients?
- Where you want to advertise;
- What are your distribution channels for advertising.
All of this will play a role in how we develop and then market your branding. Ultimately with branding, we are looking to create an image for your company that will reflect who you are and what you do. It establishes your identity and your voice in the industry. In the end, we want to help you build the kind of brand equity that is going to give your firm staying power with strong relationships and loyal customers.
Art direction is a reflection of the way something just feels when you see it. It involves a consensus between you and the graphic designers about the tone of the design and how it will be used consistently across all platforms in order to effectively communicate your corporate identity. Colors, fonts, images, graphics – all of that is going to be considered as part of the art direction in branding. While design focuses on the technical aspects your branding design, art direction is more focused on how whether these elements tell the right story.
Your mark is a symbol that represents your company. Your mark design is how people will instantly identify your organization.
It could be a single word, letter or number or some combination of these or a symbol. A good example would be the golden arches of McDonald’s or the four-colored waving banner of Microsoft Windows. These come in two basic forms: Standard Character Mark or Special Form Mark.
A standard character mark, sometimes referred to as a “word mark” will use just letters, numbers, words or some combination. There is no real stake in the style, design, colors or size.
A special form mark, by contrast, sometimes referred to as a “design mark,” will have stylized words, letters or numbers that uses specific colors and font sizes.
Brand messaging involves determining a clear message to your target audience. So for example, Nike’s, “Just do it,” or BMW’s, the “ultimate driving machine.” Those terms have all become ubiquitous with the brand. Once your messaging is distinct, it will guide the way in which your branding is developed and marketed.
Choosing the right font or typography for your branding is trickier than it sounds. It involves selection of a primary font, a secondary font, fonts that are web-safe and those that are better for print. We choose fonts that match the brand messaging, are legible/ easy to read, that effectively contrast and are properly-sized. We also need to make sure that the font incorporates responsive web design, which means it can be viewed consistently across numerous devices – from a large HD television to a tiny smartphone screen.
We aim to ensure your color scheme correctly conveys your branding goals. Our approach is deliberate and intentional. We size up the competition, analyze your audience and look at how we can use colors to define or compliment your identity in a way that will make your brand stand out.
While it’s true that the more mainstream use of mobile technologies has replaced the need for much conventional paper publishing. But that doesn’t mean print is dead. In fact, now more than ever, businesses and organizations need compelling print design cover art because less is being printed overall. That means business cards, brochures, packaging, apparel, posters and other marketing vehicles typically enjoy a longer shelf life with more exposure.
Specifically with regard to apparel design, Go Media is recognized as one of the best custom apparel design and illustration firms in the industry.
Almost every firm out there today has a website. Yours needs to do more than supply the basic information – it’s an extension of your branding. Content is essential to any successful site, but your web design branding must be consistent with your overall messaging.
To learn more about our Cleveland branding services, call Go Media at 216.939.0000 or contact us online.