Branding Makeover Quick Quiz:
• Does your logo look a little tired or out of date? • Was your logo created under a time or budget constraint that kept it from being the best representation of your company? • Do you feel that your logo and other critical branding elements such as brochures, business cards, and presentations don’t showcase your company well or are inferior to those of your competitors?
If you answered “yes” to any of the above questions – it may be time to consider a branding makeover.
Looking Like a Million Bucks without Spending a Million Bucks You don’t need to spend a fortune to redesign or update your logo and collateral materials. There will be an initial investment, but solid branding pays for itself time and again. Preparation on your part will save you time and money when undertaking a makeover project. Here are some questions you should already have answered before engaging a graphic designer to assist you with a branding makeover:
Logo Questionnaire 1. What is the exact name you would like to have used in your logo? 2. Briefly describe your field of business. 3. Briefly describe your target market. 4. What colors would you like to be used in your logo? What colors should not be used? 5. Describe ideas you have in mind for your logo. 6. Who are your competitors and what do you think of their logos?
Collateral Questionnaire 1. Create a complete list of printed items on which your logo appears. 2. Create a list of employees, their titles, and contact information for new business cards. 3. Review your marketing materials, update the copy, and describe other changes you’d like to see made in order for these marketing materials to be more effective.
Having this information ready for a graphic designer will really help the designer have a clear picture of your goals and vision. This should result in your project being done more efficiently, and therefore more cost-effectively.
Dorene Taylor is the owner of Digital Fusion Group. Ms. Taylor has been working with both private and public sector clients since 1988 to create powerful communications and marketing tools for their organizations. Ms. Taylor applies a unique combination of program management, marketing, and technical skills to produce materials accurately reflecting her clients’ vision. Her professional experience spans both traditional and new media methods for delivering marketing messages with clear and compelling value propositions.
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