To Brand or Not to Brand?
One of the panels I attended at the SXSW Interactive festival focused on the importance... or actually the lack of importance... of logos. The argument of the panelists, who seemed to really just want to fuel a debate, was that logos can be pretty useless, especially when just starting out your business. The basic idea behind this was that your time is much better spent working on your portfolio and finding clients than branding a new company. Also, it is likely that a new design company's focus will change over time, so it may turn out to be a waste of time developing a logo that sticks you in a niche that will eventually not be your niche at all.
I certainly appreciate the importance of establishing a brand, but I do agree that branding yourself can take a long time, and there are probably better ways to spend that time when just starting out. Over time, however, a recognizable logo can certainly benefit a business. What do you think?
I think that Quality come at the first
then it comes the logo because some lagre companies changes the apearance of their logos by the time pass so they have to keep the quality the some it used to be ..
Ironically I’m dealing with a small print and design company that lacks serious branding. Everything is a mess! My professional opinion is: Take some time to brand, don’t dwell on it. Like Mr. Miller said “Branding your self can take a long time” However, it is an important step for any business. Better yet, listen to a good graphic designer. We understand branding, we can help you. Slowly change your logo over time but advertise it. Like “We’re EXPANDING!” to show how well your doing. Take Fed-Ex….they shortened their name after time.
Branding and logos are integral to long-term growth. Whether we know it or not, there are psychological connotations to the graphics we’re bombarded with everyday. Creating a brand makes you worthy to run with the front-runners and makes you eligible to compete. Your brand is what sets you apart from other businesses, and it’s what will be remembered in the long run. Coupled with great service and products, you’ve got a winning equation. As Tom Peters (business guru) says, “Harley Davidson doesn’t sell motorcycles.” Your brand isn’t merely a logo; it’s also an experience. It’s the brand that will draw customers in; not the quality or the service. How do you know about a company’s quality or service if you’ve never been there? I’ll tell you how: having a good brand that just screams, “We’re professional! We’re Fun! We’re [insert business goal here]!” After you’ve drawn ‘em in with the brand, word of mouth will take over from there. But don’t be surprised if the word of mouth contains, “Yeah, they’re the company with the big red sign” or “They’re the guys who wear the hot-dog hats” or “You can’t miss their big, yellow building.”
I agree with Jessica and Samantha. I would also like to add that any business to do everything it takes to maximize it’s presence and profits. A brand works hand and hand with great customer service and quality products. It should not be one or the other. The companies that get this do very well.
No initial logo and brand presence would be akin to trying to sell yourself in a poor fitting suit and dodgy haircut, those who don’t know won’t be impressed, those who do will take you less seriously than they could. Your id will develop as you do. I like bananas.
‘…those who don’t know YOU won’t be impressed…’
Well this brought about a debate just like the panel did. At one point an agitated onlooker teased the panel for sitting in front of a SXSW banner that itself sported 6 logos. Brands are of course valuable… but sometimes it’s good to step back and question something that we (as designers) generally consider to be obvious.
i think… especially for a small business just starting out, that branding should be the least of concerns. developing a brand usually takes years. ultimately though the company WILL need a brand.
Creating your own identity is the best way to show your skills. Spending time developing your own logo and brand elements is no different than building your own portfolio/work samples. As a freelance graphic artist I refresh my book every year and with that comes a refresh and update of my personal brand elements. I tend to stay away from one universal image to portray my identity. Instead I create a body of imagery that can be leveraged throughout my portfolio, website, resume, rate card…etc.
You can get customers and make sales without a logo design or branding effort – but if you do have a good logo you should:
1) Get more customers
2) Be able to charge more
Customers are willing to pay for an ‘experience’ or when they perceive quality – particularly when dealing with services. A logo and branding is a great way to develop this.
I believe branding is particularly important for designers as potential customers are assessing: ‘can this person design, are they are serious designer?’
If you reach a point where your name is the brand (e.g. Saul Bass / Gordon Ramsay) then having a logo is not necessary. Until then, I recommend trying it out.
Alec Lynch
Director
DesignBay