| If knowledge is power then the following design tips should give you a boost: |
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| Looking for some handy graphic tips or wanting to get a handle on your upcoming web design need? Look no more as the following information we have prepared is designed to take you from dummy to brainiac in a matter of minutes. From finding your Corporate Identity to everything you need to know about websites but didn't know to ask, we've got it covered. So pop the kettle on, sit back, and turn your brain to 'sponge' mode. |
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 Finding your unique corporate identity, image or brand |
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| Finding your brand or corporate identity can be a very difficult process, particularly if you are competing in a well established market. Learn from our experience with the following tips and advice: |
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| Step 1. Focus on your unique selling point (USP): |
After 10 years of helping to create brands and corporate identities, we are still surprised at how intricately unique each business is. Even franchise owners of the same chain are not immune from 'niching' to find a unique selling point specific to their situation.
Start by studying all the graphic design collateral and advertising of competitors and look for the obvious strategies such as cheapest, fastest, highest quality, we come to you, free stuff, exclusivity etc. Is there an obvious gap that is not being filled? If so, fill it. If not, then you have to find one. Think about toothbrushes... they all serve the same function however they rely on new 'angles' or gimmicks to separate themselves in the market. Which toothbrush are you? |
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| Step 2. Choosing the right business name: |
The importance of choosing the right name for your business should not be overlooked. Yahoo, Myspace and Google were all once just the names of a few website start-ups but their names now conjure up as many brand attributes as Microsoft & IBM once did. Some of the questions you need to be asking are:
* Does the business or company name relate to target market
* Is the business or company name memorable
* Is it different from your competitors
* Is it to the point
* Can you trade mark it
* Will it last indefinitely or suffer 'style dating'? |
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| Step 3. Develop your 'Elevator Spiel': |
You are in an elevator and start talking to a prospective customer who suddenly asks what your business does. You have 2 floors to let the perfect statement roll off your tongue and tantalise them. This is your 'elevator spiel' and when perfected it can end up being the heart of your brand.
Here we run into your unique selling point (USP) again as simply saying "My company sells real estate" or "I run a bakery with nice food" isn't going to get much of a response now is it? Keep refining it until it sounds perfect and catches the attention of some volunteer market researchers (family and friends). You'll know when it sounds right. |
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| Step 4. Turning the information into a visual identity: |
This is where things get complicated as the brand or corporate identity of an organisation may also have to cater to a complex mix of insider and outsider opinions rather than just customers. The main things to consider when creating a visual identity are really common sense such as:
* Choose colours based on desired emotional response eg; red = alert
* Be memorable by being unique
* Be original. No one likes a copycat, except copyright lawyers
* Graphic shapes eg; banks use squares = equal sides = trust
* Be consistent with your brand across all graphics, websites, uniforms |
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