Most of the small to medium business make a great mistake concerning branding through corporate identity. Many small to medium business owners are not focus when it comes to branding. For example, most of these businesses have multiple logos, multiple versions of the same logo and multiple color combinations that do not correlate. Also, these companies have no sense of thinking for a well developed and unique corporate identity. In fact, some do not have any logo at all.

Every small business should start with a unique corporate identity if it wants to succeed. Such a small business which includes logo, color and identity should have a feel concerning her identity. It is these feel and logo that show and sell her to the market. This is the type of business that grows in America. The way you present your company to your market depends on things like, a successful branding with a unique logo that is very easy for people to recognize and your company’s identity. So, your corporate identity should be able to provide or put interest in customers or clients concerning your products or services.

So, your company’s corporate id is the same thing as your companies packaging. So, your corporate identity is just about how you package your company and your services. In fact, your corporate identity package determines how your company appears to the market. It shows how clients or customers see your services or products.

Therefore, you need a good corporate identity package. Not only this. You must advertise your company’s corporate id to the world or market to see. You can do this by placing your logo in specific areas where people will easily find or see it. You can make your logo visible to people whenever they see any of your employees. This means that your logo can be on the vest your employee put on. Your logo can also appear on your abs that appear on radio or TV. You can even use both; this, however, depends on your market place. You can use the internet also for an advert.

Research, Vision & Design Brief

This should be as thorough as required — depending on the depth of investigation & size of the company. It's the most crucial part of the overall process, & should result in a design brief that guides the rest of the project.

Below is a list of foundational questions & key dynamics to explore & document through qualitative & quantitative methodologies.

(Note: This is only a quick overview of the most complicated part of this process.)

How is the br& perceived against competitors in the market for products & services you're looking to provide?

What is the positioning statement of your branding? Answer the what, how, to whom, where, why & when questions.

What is the heritage of your outcome type, & the origin(s) of its ingredients & fabrication process?

Who is your audience? Are they digitally savvy? Where will your products/services have contact with them? How do you want that contact experience to make them feel, take action & think about your brands?

What values & beliefs should the br& have about the business & its mission in the world? If the br& was a person, what would its personality be? How would it look, act & talk?

What benefits do you want customers to associate with your brands?

What is the vision of your brand that you want to create?

Other branding image concerns: market awareness, emotional associations, value to the consumer, br& perception vs. consumer behavior, changes desired in the br&-consumer relationship over time.

As you can tell, it's complicated. Two agencies which I think do a good job with their br& research are L&or & Fi. It gives in the way that they describe their completed work as challenge-&-solution projects.

The Design Brief

It's important to have a design (or creative) brief if the br& identity project is bigger than one designer doing work for a small local business. A design brief should contain summaries from the research phase, such as target audience(s), messaging objectives, values & mission of the br&, & the br&'s products/services offering. It should also add the budget, project schedule, file formats for delivery, & other practical needs.

If you're looking for tools & help on how to write a design brief for a br& identity project, explore the following: Freelance Switch Brief Tips, Link List & Logo Design Brief, 99designs, Just Creative, & FreePDF Templates.

The internet gives you access to millions of people at the same time. Therefore, it is a good place for you to sell your corporate identity package. The internet is where people go to now to find more about a product or service before they do any thing. Let them be able to find information about your business also.

There fore, I am recommending that every small or medium business should find time to develop and produce a good and unique logo. Do not just give your logo to anybody to design look for a professional logo designer to do that for you. Also come out with a good identity that attracts customers and clients to you. Have a good and perfect branding. Your company needs it now.