Branding expert Matt Weiss says, “Yes, I do logos, but your brand and image is more than just a logo.”
Quite often when a company thinks about “their brand”, the thought only goes to their logo.
As important as a logo is to an image and identity, your organization’s brand doesn’t stop there.
From your culture to the image you promote through marketing, the objective of company branding is to show potential clients what your business is all about.
Stopping at just the logo design is a big mistake many small business owners make because they want a inexpensive logo that produces big results. Creating a brand that produces big results involves spending the “right” amount of money with the right approach.
Matt Weiss On Hitting The Target
When developing your brand, the first thing your organization needs to consider is your target audience.
- Who are the people that need and or want your services or products?
- What is that demographic?
- What is going to attract their attention?
- Why can’t they exist without what you offer?
- What makes you unique?
These are some of the questions that need to be answered to establish who you are selling to.
The Matt Weiss Way Of Establishing a Brand
Once the target audience is established, the images, fonts, colors and means of getting your brand out needs to be established.
What do those elements say about your organization?
If you are in need of legal services, are you going to an attorney that has a logo with the same fonts and colors as the Toys R Us logo?
Probably not. The elements used need to establish confidence with your potential and current clients.
Doing research on color theory and fonts will help establish your brand in a way that your target will respond to.
Getting the Branding Message Out
How you get your brand and message out to your target audience is extremely important.
By understanding who your target audience is, you should learn how they prefer to receive their information.
From print, environmental graphics, web and social media, if your target is not seeing your message, you are wasting valuable advertising dollars.
Consistency, Consistency, Consistency!
Did I mention consistency?
From color, to where your logo is placed on all of your marketing, to the wording used to present your company’s message, to the service and or product your company provides, consistency is vital.
It establishes expectations, brings a sense of comfort to your clients and avoids confusion. As we all know, happy customers are return customers and they are also more likely to refer you to their connections.
Know Who You Are
Knowing who you are is necessary. Because your brand spans across all aspects of your organization from marketing to culture, be sure your brand’s message is consistent with what you want your organization’s image to be.
About Right Brain Design Group
Matt Weiss is the CEO of Right Brain Design Group based in Cuyahoga Falls, Ohio.
Right Brain provides the region’s best marketing communications products and services through a service model unique to the industry. Matt explains, “Our primary goal is to field teams of interdisciplinary specialists, expertly skilled in their individual areas of proficiency, to meet complex project requirements through the simplicity of a single source.”
The Right Brain team offers a single point of delivery and support through the entire marketing communications life cycle, from envisioning through day-to-day operations. They can accelerate the rate of implementation leveraging knowledge gained through prior project success and experience earned through similar engagements. The services team provide the necessary creative, technical, architectural, and overall project leadership expertise throughout the effort.
About Matt Weiss
Matt launched Right Brain Design Group in 2008 on a simple premise: to provide organizations the creative and graphic resources needed to reach their most ambitious goals. Headquartered in Cuyahoga Falls, Right Brain Design Group now serves a range of respected institutional, professional service, manufacturing and retail clients in Northeast Ohio and beyond. Matt is also a board member of the Cuyahoga Falls Chamber of Commerce.
Matt draws upon best-practice experience in marketing communications design, and a teacher’s approach to service. Beginning in 1998, he was tapped to provide senior artistic leadership to such high-profile accounts as Goodyear Tires and Louisiana-Pacific Building Products Corporation. Since 2009, Matt has served as an adjunct professor of Graphic Design at the University of Akron.
You can reach Matt Weiss at 330-703-8246 or visit his website at http://rightbrain-designgroup.com/logo.html