Almost all business owners in the early stages of their entrepreneurial efforts understand the importance of branding. However, not all of them take the time and invest the effort needed to properly create a distinctive brand which accurately reflects the company mission and philosophy. The temptation to business owners is to accept the logo creation of a (possibly even great) graphic design company. They'll couple that with a unique selling proposition and consider the branding job one. It's not that easy.
Professional brand development involves envisioning the marketing efforts over the lifespan of the company. This means everything, including the logo and slogans, are created in such a way as to properly reflect the overall, long-term scope of the company goals. This stands in stark contrast to what some do: branding based solely on what the company is doing now.
This is why experienced marketing professionals are instrumental when building a brand. To support the growth and understand the big picture about what the company is trying to do with its marketing strategy. This will help proper brand development.
Once that foundation is set, it's time to move forward with graphic design. It's important for the creative to understand the approach. A design team can then produce a logo which appropriately reflects the marketing plan, is eye-catching, and sends the right message to the consumer.
If you'd like to learn more about brand development, feel free to contact us. We'll be happy to give you further insights.