The accidental brand

No logo does not mean no brand

Charlotte didn’t think she had a brand because she did not have a logo or a brand style. Here are some of the thoughts that were going through her mind:

“I think the brand is something I need to explore but don’t know where to begin.”

“I am envious of those with a business that have a strong brand”.

“I need to create marketing materials but am completely stuck about what these should look like”.

Charlotte had been running her consultant business for a few years. She had a simple template web page with an image, her name and some text content.

The impression Charlotte made online and in her literature was plain, practical, and low-cost. It was simply informative. It looked basic, quiet, and understated.

She was actually energetic, enthusiastic, and focused. She was a strategic thinker and project planner with a wealth and depth of knowledge. These words were taken from glowing testimonials about her work.

The light bulb moment

Charlotte realised that she had created an accidental business image that contradicted reality.

“I had no idea that by doing nothing, I was giving the impression of a very amateur business.”

By keeping the marketing materials basic, she had actually created a mediocre and plain business identity. It was harming first impressions because she was communicating an entirely different image to the one she would have wanted. It was not inspiring people to get in touch, it was giving the wrong impression.

The solution

Whether you are a start-up business or have been up and running for a few years, you can choose to consider what your business image is communicating. Consider whether the in-person experience is wildly different to the impression you make on your website or social media. Get some feedback on your literature and collateral and see if they are making the impression you want them to make.

At Designs Like These, we can make the design style fit the business.