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Branding Your New Business: Design's Powerhouse Punch

Jenalee Marshall, graphic designer in Salt Lake City Utah.



I have helped several clients over the years that came to me after paying another designer to brand their new company. This is tragic! To spend hard-earned money on something you've put countless hours, effort and resources into, just to be disappointed in hiring a bad designer. Whether the previous designer was a friend, the cheapest option, the first contact made or someone the client trusted, or all of the above. The brand of a company takes time, experience and strategy to develop. I helped out each of these clients, but Clearvent Solutions proved to be extra meaningful. They only had their "old logo" for a few months before coming to me for help. I just couldn't believe it. It looked 20 years old! It embodied archaic technology, was hard to read and felt dirty. Which is the opposite of what the company is all about. I write this now to help businesses understand the power in branding. I hope it helps them (and you) choose the right designer from the beginning. Your company deserves it!


Branding goes beyond just a logo or tagline; it's the soul of your business, shaping how customers perceive and interact with you. It encompasses everything from your visual identity (colors, fonts, images) to your messaging and customer experience. A strong brand design can:

  • Boost recognition and memorability: Think of Apple's sleek minimalism or Coca-Cola's instantly recognizable script.

  • Evoke emotions and trust: A warm color palette and friendly imagery can foster connection, while sharp lines and bold colors might convey authority.

  • Communicate your values and story: Your design choices silently tell customers what you stand for.

  • Differentiate you from competitors: Stand out in a crowded market with a unique and consistent brand image.

  • Build customer loyalty: A positive brand experience fosters emotional attachment and repeat business.

Learn more for yourself. Here are some credible sources on Design's Power in Branding:

  • Harvard Business Review

  • The Power of Design for Business Growth

  • Why Good Design Means Good Business

  • IDEO U

  • The Business Case for Design Thinking

  • How Design Can Help You Tell Your Brand Story

  • McKinsey & Company:

  • The Business Value of Design

  • Why Design Thinking Works

Bonus:

  • AIGA: Designfluence: The Business Impact of Design: - research reports and case studies on design's value.


Remember, good design is an investment, not an expense. By strategically leveraging its power, you can build a brand that resonates with your audience and fuels your business success. I'm happy to help if you need me. Dozens of solid examples of logos and branding are on my portfolio.



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