Focusing on looks isn’t as superficial as it sounds when it comes to your brand.

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Dec 23, 2019, 7:29 PM

When creating a brand, it’s good to remember that aesthetics, graphics and design play a tremendous role in the success of that brand.

Businesses are popping up left and right daily…and with weeks, disappearing just as quickly. It’s easy to open an Instagram Business & Facebook page. Then open a Paypal or Stripe to accept payments…find the next new product, or create one of your own to sell. But what so many of these “wantre-preneurs” haven’t considered…is the long-term plan and end goal. You want to make money. Want to be an inspiration or big brand. Want to be millionaires! But there’s been little to no effort in thinking about how this all plays out in actuality.

There are so many factors to the creation & launch of a new business.

Here are just some of the things to think about when launching a new brand.

to begin, you’ll have to consider your name of course. I mean, you’re going to have it forever, right?

So think long & hard about how it will transition & last over time, as opposed to a trendy name.  And how that name will translate into an actual logo.

The ones that get to the core of who you are and what you want to represent are those that will last and maintain their value over time.

Next, you will want to come up with a logo design that matches. Something that embodies the name you’ve chosen. A logo that can stand the test of time. If you think about the most prevalent brands, there’s an iconography and symbolism attached that you just won’t ever forget and is unmistakable; Louis Vuitton’s LV. Apple’s well…apple.

Coca Cola has a distinct look too, even though it’s not an icon, but lettering that is iconic. Target’s target…The Golden Arches of McDonald’s. All unmistakable from anywhere in the world, amirite?

Your logo is something that should transcend time and last forever.

Because I don’t know about you, but my goal is to build something that lasts long after I’m gone.

Pretty isn’t the single aim here. In fact, it’s a rookie mistake many business people make.

Next you’ll need a web presence. A place to build content, and lots of it!

Imagine someone coming to your website that looks pretty but seems to be missing key information. Their first reaction will probably be frustration (not a great emotion to be creating around a brand) and their second will be to go back to Google to find someone else that can help them out (specifically, one of your competitors). If people are constantly visiting your FAQ page, your visitors most likely aren’t finding the information they are looking for easily.

Everything has to be working together in perfect harmony.

If you’re a small business, the odds are already stacked against you. For now, however, let’s concentrate on the role design plays in the success of a business.

Related: When You Feel Like Giving Up

Interestingly, for all the work we do to perfect our design, you really only have just two-tenths of a second.

That’s the amount of time that, according to research done at the Missouri University of Science and Technology, people looking at a website for the first time, took to form a first impression.

But that’s just for logo work. What about your website or landing pages? Ebook covers & branded graphics?

Well, that two-tenths rule still works — and if any one is poorly designed, you’ll be creating lasting bad first impressions.

Design is worth the time and money because it has a proven return on investment. The more attractive your website or feed is, the more likely visitors will be to shop with you. At the end of the day, the three key pillars of a thriving business that people rarely consider are design, function and usability.

Design will draw people in and, if done well enough, keep them there.

How to get it all to work together…

First off, you have to understand the purpose of the design. Great design tells a story — it can unify your brand and drive innovation too.

Secondly, remember the importance of design. Not everyone working in every field (outside of design) understands how important it is, so you’ll need to understand the impact it has on your visitors.

What you’ll need when developing Brand Identity:

1. A Well-designed logoIf it’s cheap, you look cheap. Your brand looks cheap. Create something instantly recognizable, uncomplicated and very memorable.

2. Color: Have a palette created for you inside of a brand board. Use colors that speak to your energy, product and brand. A great logo and color palette can set you apart as they burn themselves into the customer’s eye.

3. Graphics: Fantastic graphics can make a website much more attractive. And this will be important with your branded graphics as well.

Be sure these things align together well. You’ve only got 2 tenths of a second; make them count! Being good-looking isn’t as superficial as it sounds.

What stage are you at in your business?

Let us know below & we’d be happy to help with some suggestions on where to go next!

XO, Tori

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