Lehigh Valley Web Design, Graphic Design & Advertising – MDS Design Notes » Blog Archive

Small Business? Look Big, Think Brand.

You see it all of the time. A small business owner hands you his business card that looks like it was picked right out of a business card template book. It doesn’t look bad. The type is nice, colors are o.k. But then he hands you his brochure or catalog that looks like it was printed right out of Microsoft Publisher. Again, it doesn’t necessarily look bad, but it doesn’t look anything like his card. Then the worst part, you visit his website that definitely looks like he created himself or worse yet, his kid did it as a project for school.

When it comes to creating an image for their business, why do so many smart people make bad decisions when it comes to their brand? Even the smallest of companies can benefit from a professional image. A business card that has the same look and feel as their brochure, a website that also matches the look and actually provides some useful content can make a dynamic first impression. Yet people just don’t see the need to invest in these small items that make all the difference. Here are a few tips that can help you make the right move in making your business look great.

1. First, find a designer that you can work with. This is actually the easiest part of the process. Look through the business cards that you got at your last chamber mixer. Find the ones that stand out to you. Give the person a call and ask them who they worked with. People love to hear that their card made an impression.

2. Schedule a meeting with several designers. Make sure that you have a good rapor and that you feel comfortable with them. You want to use their talents to help you achieve the look you want. This is your image. Don’t get talked into a look that is just not right for you, but be open to the designers suggestions. That’s what you’re paying them for.

3. Have them design everything. Just because a printer will offer to layout your business card at no cost doesn’t mean you have to accept. Your designer will make sure that your card, letterhead, envelopes and brochures all match. They’ll make sure to use the same fonts, colors and images. This is important in keeping a consistent look.

4. If you designer does not program websites, have him give the web designer a general layout or at the minimum a spec sheet of colors, fonts, etc. to use as a guide.

5. Have all of your ads created by the same designer or again, have him provide a hi-resolution logo and a spec sheet to the magazine that has offered to do the ad for free. Just because it’s free doesn’t mean that it’s better. Consumers need to recognize your brand. They need to see it over and over again for it to sink in. Don’t make them try to figure out who you are each time you spend money on your marketing.

These tips may seem simple, but you would be surprised just how many people make these mistakes. Small businesses often have small budgets, but it really pays in the long run to create a recognizable brand that stays consistent.

Michael Smull is the owner of MDS Design, an Easton, Pennsylvania graphic design firm specializing in Print, Creative, Web and Identity. He can be reached at 610.438.4189, mike@mdsdesign.com or www.mdsdesign.com.

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