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At Orange Bike Design we are always interested in discussions about branding. Recently, we came across a facebook status post about the subject by our friend and master communicator, Colleen Wainwright (www.communicatrix.com). The post read, “Branding: everyone can brand themselves, not too many do. Branding via design: not everyone can, but too many do”. Being brand designers this piqued our interest and we asked her to elaborate on her thoughts. Here are some of the ideas that came out of that conversation.
Your company's design materials (i.e., logo, brochures, business cards, website...etc) are out in the world representing you, even when you are not. So, it is important that you spend the time and energy making sure your business collateral is sending the right message.
People will often rely on “ready-made” logo and design services that require you to supply your business category, and with one click of your mouse…“poof”, your identity is created. This almost always results in visuals that do not illustrate your company's personality. When branding is done correctly, it starts with an evaluation of who you are, what you do, your target audience, your personal aesthetic and most importantly the way in which your business is different.
Your brand is your voice, it should be an investment, and from past experience we can tell you that it surely doesn’t happen with just one click of a mouse!
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