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Those templates and clip art-font combos are easy to purchase, by you and then anyone after you, as many people as they can sell ‘em to. A hundred companies could pretty much have your same logo. That’s hardly what we call a custom logo. Here’s the thing: ideas for a business may not be as unique as you think, but your brand can be.

We designers are aware that the digital tools we use to create unique designs are available to all, and historically, pretty darn affordable. And as we become more computer literate as a society, more people are going to try their hand at setting up a blog and designing their own business card. I applaud that DIY spirit. And I wonder, if more people understand what it takes to build a website, will they appreciate a custom-designed website more? Or will they assume that because they did it with a template, what’s the big deal?

Right, back to templates. One can download a template for anything – brochure, newsletter, website, etc. Okay, but what happens when you need to change part of it? These templates are customizable, you say. Well, to an extent… but as we know from working with a few ourselves (in order to educate ourselves), minor changes might be possible, but the more unique you want it, the bigger your headache. May as well start from scratch.

And what about those cheap logo design offers? $19 I saw! (With that offer, there’s no changes, what you get is what you get.) One site I found had a step-by-step do it yourself option where you chose a clip art symbol – and they encourage you to copy from the examples – and then pick a font, then colors. Custom logos made easy, right?

Sure, but you aren’t able to make any changes to the drawing, or the lettering. And those are the things that make a logo truly unique and special. Also, there’s millions of colors, and often a surprising combination makes great impact. This is the sort of custom branding that designers are very good at: creating one-of-a-kind symbols and illustrations unique to your company, expressive color combinations, tweaking type for better expression of your brand. And that’s exactly what you won’t get for $19.

Ditto goes for websites. Except, “ditto” is what you won’t get when you work with a designer to create a custom website for your business. Whether branding a new business or rebranding an existing company, it’s well worth it to work with a designer who can listen to your needs, learn about your company, and deliver unique, original, eye-catching designs for custom logos, new business websites, company collateral, whatever. Your brand needs to stand out from the competition to succeed. That’s just the way the cookie crumbles.

So what’s involved in “branding” and why is it so important at the beginning? To start with, think about your business name. Deciding on a name can be the one of the toughest business decisions you’ll ever make, but the time investment will be worth it because it will be used constantly and consistently with all of your communications.

For example, many starting a new business simply use their own name, which works especially well if you already have a lot of contacts, and thus name recognition, in the industry. This also works well if you are a consultant or other sort of sole proprietor.

Similarly, some incorporate their surname into the company name: “The Wilson Group.” Okay, this might sound cool, but if you are totally brand new, I have no clue what you do. Maybe something more along the lines of “Wilson Marketing Solutions” would give me a hint. Not that clever doesn’t count – it can be very memorable. Just don’t be so clever that the rest of us don’t get it.

Another consideration with the name is what’s referred to as “brand position.” Basically, to which market(s) are you trying to appeal? For example, “Doug’s Grill” is very friendly. However, if the price range at said grill is, let’s say, for “special occasions” and the owner’s intent is to seem like they’ve been around longer (or they intend to be!) in the community, a name along the lines of “The Landmark Grille” might do more for the new restaurant. It sounds important, as if it sets the standard in these parts.

Once you’ve put a lot of thought into the all important name, the logo is next. This component of your brand is extremely important, as all the visual representations of your brand will stem from it. Not to add any pressure, of course. But think about how much recognition a consistently applied logo garners. (There’s so much to say about logos, we could go on and on, and will in the future.) Think of your logo as the cornerstone of your brand: all other visuals will build on it and relate to it.

And that last part is key: consistently applying the branding to all your materials, any collateral you hand out, any coupons, any uniforms, your website. Whatever it is, the branding should always be there, treated the same, sharing the same message. When you are new, and need to get recognition as quickly as possible, strong, well-thought out branding – your business name with a well-executed logo, supporting visuals and consistent verbal messaging – will go a long way. And isn’t that what friends are for?

No business card? (This is a very foreign idea to graphic designers!) “Trying to be environmental, save paper,” the fellow explained. Uh, okay… Website then? You MUST have a website… right? Nope. Now, in this day and age that’s pretty unacceptable. Okay, well, give us your email address then. Guess what, no email either! That’s okay for my grandmother, but how can you function in business without email???

This company had nothing. Nada. No business cards, no website, just a cell phone number. (Isn’t that how drug dealers operate?) Every time we discovered some other piece of basic business stationery or a digital trace of his company that was missing, the man became less real. He sort of vanished before our very eyes.

Maybe he couldn’t afford it, you say. Okay, I’ll give you that on a fancy, huge, dynamic website (options there too!). But there are many options for acquiring affordable company stationery. And it’s true that with email and online operations, there is less need nowadays for printed letterhead, but a business card is something affordable and easy to carry around (and give out!) that will remind your contacts of your business after you’ve parted. A business card legitimizes your company, advertises its capabilities, and shows people how� they can find you, literally or virtually. That’s a lot for 3.5 x 2 inches!

As it was with this man and his “company,” without company stationery, you pretty much don’t exist. There was no proof that he did what he said he did. No example of his operations. It was inexcusable and needless to say, we lost any interest in working with him. (What guy? Where’d he go?). I mean, even con artists get cards printed! It’s inexcusable because with digital printing, there are many possibilities for having company stationery created afforadably. Now, I mentioned having a website as necessary too – but that’s a tale for another day.