Fixing your brand identity is like going to the dentist to fix your teeth. You just can’t get outta the house with a crooked tooth standing right there, just below the lip. If you can stand the embarrassment and the social implications, I have nothing against it, but on the long run, you’ll get in bigger trouble for neglecting that “tiny” problem. You might postpone it and you can procrastinate for a definite amount of time, until the pain is unbearable. Then you’ll try some pain killers, some very strong pain killers, but eventually you will come to the conclusion that everything is in vain. You need to go to the dentist! There are cases and cases of medical intervention, not everything is an urgency, but definitely it will be a lot of pain and frustration in the future, if ignorance is your main, constant reaction. You might need just a swift whitening, a caries treatment or a complete makeshift of your dentition. Going to the dentist requires some dosage of courage while going to a good brand designer/agency might need a solid budget for this assignment and careful planning. Both situations are a must. Would you waste time, waiting in vain, in growing pain?
First impression counts immensely these days, whether is it a job interview, meeting with potential customers or presenting your business card in a casual meeting. You just can’t afford having a half-ass visual identity for your business. Having a flawless logo is crucial, nowadays. The competitive environment gets harsher and harsher. Standing out isn’t just a matter of aggressive marketing and advertising.
Everything starts with a strong corporate image. A poor business will always have weak branding and it will stay that way. Not investing into the visual experience of the brand, even if the product/service might be good enough is a reckless approach. While you try to make good impressions on the market with a rudimentary, poor corporate identity, others will get ahead of you and start making a buzz with their tailored logos and packaging. When we are talking about re-branding, the procedure might imply starting with a gentle redesign of the actual logo, a slightly modified version, a modernization of the brand mark (if the logo is decent) or even a completely different version of the logo, a brand new version if the logo is an embarrassment.
When you go out, when you socialize, smiling is vital in signaling openness and friendliness, a good ol’ wide white smile signals confidence and good health. Having a strong clean logo for your business stands as a quality guarantee of your company’s products or services.
The analogy goes further. Who would you trust in fixing your teeth? A friend of a friend who might know a little about dentistry? No way, the answer is a professional dentist with experience and solid skills.
When it comes to the logo of your company, you might get help from a guy who in his spare time pulls a few tricks in Corel Draw or might know a few hacks in Paint (God forbid!) or Illustrator, but certainly wouldn’t be able to come up with a valid solution for your problem. Even if the price would be let’s say …a few peanuts, you’ll get a visual accident, instead of a professional image for your business.
So what do you choose to do?
Brush your teeth, stay fresh and build a healthy business from the get-go!
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