“It’s not who you are underneath but what you do that defines you.” This is a quote that was said by none other than Batman in the thriller movie ‘Batman Begins’. You may think that this quote doesn’t relate to branding, however it does all too well. There are companies and organizations that offer tremendous products and services, however they don’t invest in a professional logo, or style guide to help maintain brand consistency, or a modern website. When organizations don’t accentuate the features that help them stand out from other organizations, they miss out on distinction and a loyal client base – what defines you.
A friend of mine opened a cleaning company a few years ago, but they weren’t making significant strides in revenue. He had the best equipment he could afford and did high quality work, however he wasn’t able to consistently gain new clients. Hours were spent on social media posting before and after photos, reviews, and memes. Finally, he invested in a graphic design agency to create a logo. The agency offered him a discovery process so that they could evaluate his customer base and then they dove into a design that would resonate with the target audience’s feelings and emotions through strategically selecting colors and imagery. Once my friend placed his new logo everywhere that his business was listed, he was able to gain and maintain consistent work. He decided to ask a new client – What made them choose him over a competitor? – and this is the answer he was given: “When I went to your website it looked like this was a national, professional company and everyone else I came across in our area had a basic looking brand, so I decided to go with you.”
Building a recognizable brand is a strategic process that can utilize data on what may unify people and give them a sense of community within the brand. Consumers are more likely to turn to a brand that clearly defines what it represents, including a website, logo, social media pages, etc.
I know, you have so many other business needs that need to be handled and you’re not just made of money where you can spend it however and wherever. It’s so easy to get overwhelmed with all the tasks that come with running a business but please don’t overlook the fact that people often judge books by their cover, therefore your business is judged by the initial impression that it gives off.
Design may not be the backbone to your business but more times than not it is the first impression that people will gather. Even if you have a fantastic website and logo, branding doesn’t stop there. It’s the consistent use of fonts, styling, colors, and imagery. Anything that your business does should be carefully constructed and regularly maintained. The way that humans are moving through the world is constantly changing and being modified, and your brand should keep up with the times so that you can always maintain an edge over your competitors.
Below you can see how facebook has updated their website over time so that they remain fresh and innovative:
If Batman takes his appearance into consideration, then you too should absolutely invest in your company’s appearance in order to convey the right message to your audience. Be like Batman!
-by Chrisley Ceme
