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Implementing Corporate Design in Small Size Companies

Logos send messages of all sorts to mixed audiences. They shorten the communication of a complex statement to something simple, clear, and concise. They replace written language when the audience has no time or will to read.

The first step – Defining Your Brand

When it comes about defining your brand is a unique journey of business self-discovery. It can be difficult, time-consuming, and uncomfortable. However, is truly satisfying once you complete this process. For starters, it requires, at the very least, that you answer the questions below:

  • What is your company’s mission?
  • What are the benefits and features of your products or services
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?


Do your research. Learn the needs, habits, and desires of your current and prospective customers. And don’t rely on what you believe they think. Know what they think.
Because defining your brand and developing a brand strategy can be complex, consider leveraging the expertise of a nonprofit small-business advisory group or a Small Business Development Center.

All brands tell stories. Everyone has something to say. It's how they say it that shapes the relationship with audiences. The goal is first to communicate a relevant, consistent message. Then, it's living up to the message through the behaviors of employees and stakeholders.
Roberto Sanchez
Magika Studios VFX LLC, Owner / President
A great example of brand creation from the AIGA Design Conference 2022. Check it out!

Once you’ve defined your brand, how do you get the word out? Here are a few simple, time-tested tips:

  • Get a great logo. A logo is a powerful weapon; it can boost consumer perception and its company employees. Place it everywhere.
  • Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
  • Integrate your brand. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
    Think about your language in your marketing materials, signage, slogan, and social media profiles. Does it convey the image that you want to associate with your brand?
  • Create a “voice” for your company that reflects your brand. The strongest brands speak in a voice that matches that of their audience. Are you trying to appeal to younger or older people? Men or women? Individuals or corporations? Answering these questions will help you define your brand voice.
  • Create a tagline. Write a memorable, meaningful, and concise statement that captures the essence of your brand.
  • Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel. You don’t need to be fancy, just consistent. Once you have established your brand, you must use it in all aspects of your business. Every page of your website needs to display your logo and use your fonts and color palette. All content, including text and video, must use your brand voice. Even error messages and notifications can be branded to allow your brand’s personality to shine.
  • Be true to your brand. Customers will only return to you–or refer you to someone else if you deliver on your brand promise.
  • Be consistent. Creating a consistent brand means considering other visual elements, such as color palettes and fonts. Keep these consistent with building a brand that remains in your audience’s mind. Use a color wheel to find colors that work well together and combine them according to fundamental principles of graphic design.

Additional questions to help create the ideal logo design brief.

Design briefs help to set up direction and inspire design. Start preparing the brief by defining the brand strategy. From there, pinpoint the brand’s core competitors, collaborators, and customers.

Afterward, write the expectations, communicating the final objectives and goals. Establish various objectives concerning measurable components: timing, budget, sales, etc. As a reference, consider the following questions in your design brief:

  1. What will three audiences see this logo design the most often?
    If there was one thing you could communicate to each audience, what would that be?
  2. What are the brand attributes, promises, features, benefits, and positioning statements?
  3. What words describe the brand personality? What visuals communicate the brand personality?
  4. Where will this logo appear most often? On what media: giveaways, billboards, business cards?
  5. Are there any must-haves or nice-to-have items?
  6. Who are the competitors? Who are your collaborators?
  7. What is the budget in hours? When are presentations scheduled?
  8. Why do you need a logo? Or why are you changing the existing logo design?
  9. How will you measure this logo design’s success? Smooth implementation? Awards? A change in signals? An energized staff? Other tests or benchmarks?

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