Web Design / Graphic Design

Developing a brand takes more than knowing html / css and throwing it up under a domain name you purchase from godaddy. 

I can tell you that small businesses that understand the importance of developing that brand on the onset of their business, find themselves investing less and benefiting more in the long run. You may or may not agree….and of course to each his own.

One of the best things I’ve ever learned about owning a business is understanding just the simple fact that you “own” your business, doesn’t necessarily mean that you’re always the one for every job. It’s your ability to decipher your strong points and finding others that add strength to your weaknesses, that creates a solid foundation. Collaboration is key. 🙂 Cheers

a great article on branding a business from the NY Times

of course that wasn’t my intent “spamming”apparently some were offended and my apologies to have ruffled any egos. It certainly was not my intent for posting. I did see your comments in the other thread.

Hi Danielle,

One of the best books that I’ve ever purchased on branding a business is called “The Brand Gap“. It’s a light read but gives great insight into the importance of being able to bridge your businesses strategy with that of design. And what in fact is used to develop a brand.

Ones first step in defining and developing ones own brand is defining what it is your business does, and what YOUR business offers that others may not. What makes you different? What will help you stand out in the marketplace? In your case it would need to go beyond something like ” I’m a landscape architect, and I make beautiful designs” You would have to dig deeper in developing what you want your customers or potential clients to know about you, and really making them even care. It’s a difficult question to answer, but taking time to define this question will help in your future. It is also the primary element that directs the visual content of your brand (typography, logo, graphics, imagery etc…) 

Your question regarding if developing a brand is more efficiently used for products or services – I think you answered that question yourself. Fedex has a strong brand recognition (which builds brand equity=the quantifiable ($) aspect of a brand), but so does Starbucks and they sell a product.

Brand is an emotional connection with your audience. It’s not what your logo looks like, it’s not what your tagline is, it’s not your sales ploy – it’s the emotional connection you make with your viewer, and the value you develop outside the tangible product or service. 

Ex:

Apple = if you buy and apple you’re a member of an elite group of other like minded individuals that are light years ahead of those “other guys” that buy PC’s.

Nike = anyone can be an athlete and if you buy our shoes, you’ll be an athlete too

As far as how design services are bought and sold – there will always be people who will undercut your rate. That’s the nature of any creative service in any field. We essentially are all selling our ability to design what our clients want. I don’t undercut my rate because honestly, if someone wants a $25 logo, then they can get that anywhere. I think being selective about your clientele is as important as finding work. I have worked with clients that wanted to art direct me and it was some of the worst experiences I’ve had in this business. You have to find the compromise between being the design professional and educating your client….without stepping on their toes. Every client wants to feel that their input is valuable, so making sure that your client feels like they are part of the process is the best way to bridge positive relationships in any creative field.

Also – approaching people without a huge ego will always benefit you in the long haul 🙂

lol