Corporate Identity Mistakes to Avoid

The look that you present to customers should be consistent no matter where they find you, so materials should include a familiar theme that is easy to recognize. It doesn't have to be fancy or expensive. When starting a new business, entrepreneurs should consider following a logical order to establish a corporate identity. From experience I'm sometimes contacted by small business clients who put the cart before the horse.

Often small business owners approach me for a custom logo design when they already have a business card or website, but no real logo. Many times there is no consistent theme, font, or color for what is already done. It's always easier to keep a familiar look if you develop your corporate image in steps, and only continue to the next step after each is approved. Here is my advice:

Logo - this is the foundation for building your image
Business card - do this next once the logo is approved
Website - use a color scheme consistent with the card
Other - now print ads, yellow page ads, trifold brochures, car magnets, etc. should all be done to match

Think ahead, and don't take shortcuts or think you can't get "extras" just because you're getting a free layout. Some services that do advertising layouts for free will gladly include your logo and color scheme if you ask. If not, consider the value of branding your company image and pay to have your ads, website, or printed materials done by the person who did your logo.



TAGS: small business advice corporate image logo advice