Creating your Brand

Before deciding on a logo and brand you have to internally establish your Competitive Differentiators.

If you provide the same services and products as your competitors, then why would your logo be any different?  what  emotional response can your logo create?

Here are some examples:

The logo we created for A Anderson Hair is colorful, and we all know Abby is colorful. Not only that, but her specialty is hair color. The brand is consistent from the logo to her personality, to what her customers expect from her.

Appropriate Insurance. They wanted a clean, corporate-looking logo, that signified what set them apart from other insurance agencies, and that was that their website is a type of choose-your-own insurance path. The arrow in the A shows the path and that they are guiding you in the direction to find the approriate insurance for you.

While I’m not responsible for this one, a great example of someone establishing their brand is Buck. Part of Buck’s brand are his caricatures.  They are recognizable and eye-catching, and you know who to expect to show up at your door to paint your house.  Plus it adds to the consistancy of his brand. They also show Buck’s personality and set him apart from other painters.

Your brand needs to identify what  makes a company different from it’s competition. For example, in a graphic artist or agency, you are looking for someone who not only has the skills, but has the business background, marketing experience and innate abilities to develop AND communicate the emotion of a BRAND throughout all advertising mediums --  print, ads, apparel, web, letterhead etc.