What is Branding?

      Comments Off on What is Branding?

brandingIn addition to the services listed on this website, I also do marketing and promotional pieces:  brochures, e-ads, fliers and newsletters.

In the next few weeks, I’ll share some tips that I’ve learned along the way to help you with your next project.


You’ve heard about branding, but what is it? When you see a series of red rings, arranged like an archery target, you know immediately who that belongs to. A green mermaid-like figure in a circle quickly identifies a coffee brand.

But you don’t have to be one of the giant merchandisers to use branding. It is simply carrying a specific color, font type and logo (if you have one) through to all of your marketing pieces, including business cards, brochures, mailings, website, letterhead, etc. That way, when someone sees your specific set of colors, fonts, and logo, they can quickly identify it as you. If you use something different on all your marketing items, it can create a lot of confusion for your customers. You want to make sure they know, for sure, it is you.

So this week, let’s look at logo design considerations.

When you hire a graphic designer, be prepared to share information about your business like how you got started, how long you’ve been in business, where you’d like to see your business in the next 5 to 10 years, etc. That way a logo can be developed that is uniquely you!

If you are going to have your logo printed on clothing, be aware that circles can very easily become ovals when embroidered. The cloth can pull unevenly. Be sure to mention this to your vendor. Ask to see samples of similar work.

Printing on clothes other than white or very pale pastels often requires a base coat to make sure the imprint color stays true. For example, printing red on a blue shirt may produce a strange purple color.

Printed color is defined by four colors. Electronic versions have only three. You will never have a perfect match when you go from printed paper to website or vice versa.

If your logo is going to be used on small items as well as large ones, pay your graphic designer to give you different sizes. Artwork rarely resizes well – details can be lost when shrunk, and distorted when enlarged.

Next week, we’ll take a look at marketing pieces.