Branding is the process of creating a specific strong, memorable image and identity for your business. Using good design techniques and responding to clients objectives including perception and using it to your advantage, positioning in the marketplace and so on. A strong identity should be memorable and have total flexibility to work through all media from letterhead through to on screen promotions (small on a website). How many times have you received a fax and can barely make out the logo because the designer has not taken into account that every logo should work in black in white as well as colour across all media. The goal is to come up with a ?sell? line or strap line that expresses your business or service completely.

A good brand should inspire loyalty and confidence in your company by evoking emotion and specific responses and be remembered from your target audience.

it is a good idea to find a design company that you want to create all of your materials as well as develop your brand. That way you know the designers working on your materials have a firm understanding of your brand as well as developing style guides across all media. If however you need to bring marketing in house get the design company to provide design guides and templates for non-designers to adhere to. Also by using one design company you can almost certainly negotiate a discount for giving the complete design account to them.

Make sure that the design company you choose to take on your design handles it in house and does not rely solely on freelance design support. Make sure you speak direct to the designer when briefing your chosen design company and not an account handler, sales or marketing person. Because they will brief a designer and there will be a lot ?lost in translation?. When I was employed with design agencies, account handlers would take briefs then go for lunch then come back and forget to tell me the important parts of a brief. Which would be remembered one hour before the presentation.

Make sure that you receive all the original design files on CD when jobs are complete. Also, find a company that has been around a while, so that you know they'll be able to keep creating your materials into the future and won't just disappear as so many have.

Gordon Powles is the founder of Gordon Powles-Media a design consultancy that specialises in Graphic Design and Promotional Marketing. With over fifteen years experience in the Graphic Design arena working for a variety of blue-chip and small business helping them to achieve their business goals.

http://www.gordonpowles-media.com/

Gordon Powles can be contacted at gp@gordonpowles-media.com