Avoid these 4 mistakes when considering your small business' brand!

“Branding can be a daunting and confusing task.”

Small business branding. What is it? It's just a logo and a name, right? Well no! It's more than that. Branding is how your small business distinguishes itself from others similar to you. Branding shows your customers why they should use your services and not competitors'. For a new small business, branding can be a daunting and confusing task. Here are some common pitfalls that you may be tempted to commit, but don't.

1. Makin' copies

As a new small business owner, you may be tempted to borrow elements from other companies’ branding. Don't do it. Imitating other small businesses’ brand identities will only confuse customers into thinking your brand is their brand, especially if it’s a well-established brand. You want your brand to stand out. To be distinguished on its own. You will not be able to eliminate all traces of a competitor's brand because there are aspects that will be common to all within a given field. For example, a pool contractor will have a pool in their brand in one way or another. The purpose of a brand is to highlight the differences, not the similarities.

2. Being inconsistent

Another common pitfall is inconsistency. All branding material from a logo, business cards, website, to uniforms should be consistent. It should have a similar feel and look. Inconsistencies come because small businesses often don’t have internal departments that handle the branding. They have to use outside sources to create their brands, and sometimes it can be more than one source. A way to help remove these discrepancies is to establish clear guidelines as to how the branding should look and to use a single source for all designs.

3. Over complicating things

The statement "less is more" is often forgotten when it comes to branding, particularly with a new small business. Don't be tempted to cram everything you can about your company into your branding. Too much information will overwhelm customers just as much as too little. Only include things that are needed to distinguish your brand from the rest.

4. Going it alone

New small business owners often try to do everything themselves. This will work out great if you don't require sleep, food, relation or you’re all powerful. Sad to say none of us are. We all need help and hiring a professional designer can lead your small business’ brand in the direction that you envisioned in your head.

Like what you read? Let’s work together! Find me on social media, explore my website or hit me up via email at mike@shortsleevedesigns.com.

The Importance of Color Choice

It's no secret the environment affects people 

If you think about it that makes sense. In many ways, people and organizations are reflections of their environments. Organizations hire interior designers to bring about environments conducive to their business. They commission architects to design buildings that showcase the purpose and style of the organization. But what about colors? Do they affect people as well?

Perhaps unsurprisingly, it turns out they do

Opinions sometime vary as to what the exact effects are, but one approach is to look at how the meanings of different colors may have developed in our history. Colors have been used since ancient times. According to Colour History, the Egyptians often utilized green for the floors of their temples, because it was the color of grass, and they favored blue to match the sky.

Green is bright and alive 

Many, many living plants are green, and it is a color with positive associations throughout history. Think grass, leaves and plants. 

Red is what is called a signal color

It calls our attention, alarms and alerts us. It is the color of many fruits on trees. It is the color of blood, our most precious fluid. It is the color of stop signs, fires, and red lights. The Red Cross on the white background distinguishes that fine service organization quickly and unmistakably. Red is sometimes associated with courage.

Blue is the favorite color of many, peaceful and calm

It is the shade of a clear sky or the ocean on a sunny day.

Cleanliness and royalty

White is often associated with purity and cleanliness. Purple has traditionally been worn by royalty. 

In modern times, color choice can be just as important to an organization 

“Many times the first thing people notice about a company is their logo”

The Golden Arches are one example. Odds are you know the company without even being told the name. The color gold has positive associations to both the rich metal and the rays of the sun. Many companies use blue in their logos, a color of peace and serenity. Walmart uses blue and gold. Pepsi utilizes an interesting combination of blue, white, and red, colors which have a strong positive attraction. As noted by Rachel Gillett, many times the first thing people notice about a company is their logo, and color is a very important part of the design. We don't always think about it consciously, but colors are a very important part of life. Without them, things would be just, well... black and white, or drab shades of gray.

Like what you read? Let’s work together! Find me on social media, explore my website or hit me up via email at mike@shortsleevedesigns.com.

Business Identity: It's a Pretty Big Deal!

So, you've come up with an idea for a company. You know what you wanna do, how you're gonna do it, the whole shebang. That, or you already have this awesome company of yours up and running. Either way, it's really exciting and you want to give it your all! Well, a great way to get things rolling is to give your business an identity.

"But Mike, what do you mean? How is that important right now?"

Well, take a knee and I'll explain everything. It's true that there are plenty of things that your business needs to make it out there, and you may not be concerned with a business identity just yet; but I assure you, an identity is just as important for your business as anything else. It's not only how the public will recognize your business, but how they view your business as a whole. How do you want people to see your business, what thoughts or feelings do you want to associate with your business, and why is your business better than other businesses? This is why finding an identity is important.

“Stand out, don’t get lost in the crowd. ”

I know how it might sound; like a lot of boring work to add to your plate. And it is more work. But, if you find the right graphic designer, it can really be a lot of fun! Together, you and your designer can decide on logos, colors, your public message, etc.. It's like giving your business a personality! Is it fun and relaxed? Serious and ambitious? Does it provide food? Technology? Assistance? These are the things consumers want to know, and having a business identity will tell them exactly who you are! Stand out, don't get lost in the crowd. 

So get out there, get the ideas flowing, and find your identity and stand out from the others. Your business is unique and what you offer is special, don't be indestinguishable from the rest. If you need help, I'm here, let's work together. Learn more and hit me up at my website Shortsleeve Designs

Crafty Design - The Right Logo For A Small Craft Business

You're a crafter who's decided to offer your art to the world, perhaps following the advice of impressed friends and family. Maybe there's something in you that aspires to entrepreneurship. You've acquired licenses, business entities, and space. What you need now is something to tell the world who you are and what you have to offer, and all before you ever open your mouth or write a description.

The Importance of Logos

“They’re not just on your product labels.”

Logos aren't just a picture in a notice or framed on a gigantic billboard anymore. If you thought your small crafting business logo would only find space on a business card or in that outdated phone book that may still show up on your doorstep from time to time, think again and pick up your phone. Logos cover most phone screens, reaching out from business apps large and small and literally telling you which buttons to push.

Logos show up on Facebook, Instagram, and even Pinterest. They're not just on your product labels, they're on craft fair banners and mailers and coupons. Keep an eye on your browser bar the next time you're scoping out suppliers. Chances are, some version of their business logo rests next to the web address as a favicon. 

Branding the Small Craft Business

It's clear that logos are pretty important. A logo is a part of your brand, which is a complex idea. A brand is who you are as a business, a show of your intent and personal aesthetic. There are many concepts that go into branding, but your logo needs to portray them all in one small, digestible bite.

Some things to consider:

1. Who buys the type of product you make? What type of design might grab their attention and make them want to find out more?

2. What is the personality of your business? Conservative, fun, snarky, maybe even risqué?

3. What sets you apart from the other crafters? Are your designs original? Is it your wit or choice of materials or even your lifestyle that sells your product?

You're a crafter, a professional creator. You want what you create to make its way into the world. A logo as defined and crafty as you puts your business face in the minds of the right people and sticks. 

Like what you read? Let’s work together! Find me on social media, explore my website or hit me up via email at mike@shortsleevedesigns.com.

Business Identity - Insight for all Entrepreneurs Alike

Whether you're rebranding or just getting started, it's important to ask yourself the following questions: 

Who are my potential clients? 

While maintaining a unique and personable identity is important, it's equally as important to consider who your target demographic is. Are you seeking to connect with trendsetting millennials, senior citizens, etc...? What interests your audience? Perhaps if you're looking to sell sports drinks, you'd use imagery from various popular sports in order to capture the attention of your audience. 

What impression do I want my audience to get from my business' image? 

Deciding whether you would like a more professional or casual image, as well as how much you are willing to interact with your customers are key factors in mapping out how you would like to present your business to the world.

Who are my competitors? 

Familiarize yourself with the market and pre established companies. What are they doing right? What would you change about them? Their proximity, product similarity, and customer-base are also worth taking into consideration. 

 

 

What sets me apart from my competitors? 

“Being blatantly disrespectful towards other brands is no way to gain endorsement or respect for your own.”

Competition is inevitable in most markets. Don't fret! Instead, use this to your advantage by capitalizing on what sets your company apart from the rest. However, it's imperative not to take this too far - being blatantly disrespectful towards other brands is no way to gain endorsement or respect for your own brand. 

Once you're confident in the impression your business gives off, it's time to wrap it all together with a logo. As this will be your company's way of introducing itself to the world, your logo should be unique, memorable, yet not too distracting. At a glance, it should give even those who have never heard of you before a good idea of what services or products you provide. 

Brainstorming with partners, employees, friends, and family are great ways to organize your ideas before presenting them to a graphic designer. Business identity aside, it may also prove beneficial to take color psychology into account. Color psychology, the study of colors and their relation to marketing, states that various colors evoke different emotional responses and attitudes from consumers. For example, warmer colors tend to yield happier, more exciting, energetic feelings. Cooler, lighter colors tend to promote balance, creativity, and trust. 

Although establishing a business identity may seem intimidating, I'm hoping that my insight helps alleviate the stresses and pressures associated with the branding process. For more graphic design tips, tricks, and motivation, head on over to my blog. For more information about Shortsleeve Designs, please hit me up. Lets work together!

Like what you read? Let’s work together! Find me on social media, explore my website or hit me up via email at mike@shortsleevedesigns.com.

5 Keys to an Effective Logo Design

Your company should be unique and distinctive to succeed and so should your logo. Neuroscientists tell us that, even as we read, our minds create images evoked by the words. Images are vital to humans. The first known images drawn by people were of the animals they hunted. For thousands of years people created images of the animals that helped sustain their lives, and we still do so. 

Cast your mind back to professional sports for an instant. Professional sports teams want to project qualities such as competence, power, speed, or bravery. Very often their names and logos reflect this: Lions, Bears, Tigers. You will probably never see the New York Skunks or Denver Possums. The names and logos are not always of animals, by any means. Think New England Patriots, New York Yankees, or Houston Texans. These teams choose images to evoke positive qualities. 

This isn't just a sports thing, however. It is everywhere. Consider computers. Apple's famous design of the apple with the piece bitten from it represents the spread of knowledge by computer. Could there be a much better logo for a computer company? What general characteristics should a great logo have? The logos below exemplify those qualities. These examples are taken from The 100 Most Famous Logos of All Time.

The logo should be distinctive.

Think of the Nike name atop the swooping wing that denotes power and motivation. Or consider the NBC peacock, facing forward into the future. 

It should be unique.

Unilever has the famous U with a myriad of other symbols contained within it, representing their many products.

It should be visually meaningful in a positive way.

The Twitter symbol of the flying bird immediately brings tweets and Twitter to mind. The bluebird also seems to denote ease and freedom of communication.

It should fit the company. 

The Dove soap company logo speaks to their company mission of peace, joy, prosperity, and harmony. The Dove fits the ideas of cleanliness and purity we associate with soap.

When taken as a whole, it should help define the organization.

When you think of Golden Arches, you likely think McDonald's. Good branding has become so important in the business world, you might very well consider it as your first product, the one that sells the rest.  Your logo is the concrete image that brings the abstract company to mind. The best image delivers a message that is distinctive, unique, meaningful, fitting, and often defining in some way. It represents you.

Like what you read? Let’s work together! Find me on social media, explore my website or hit me up via email at mike@shortsleevedesigns.com.