stage3 logo & brand concepts€¦ · stage3: logo & brand concepts it's important to...

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STAGE 3: LOGO & BRAND CONCEPTSIt's important to understand that there is no “perfect”

when it comes to your logo and business image.

You and your brand are unique and it's our job

to help bring that out visually.

Tying to get things “just right”, when there is no “just right”,

will only add unnecessary stress to you and the design team.

There are however, 4 pillars we follow that help build the foundation

for your overall brand image.

1

2

3

4

Your business image should appear professionally done. This forms the *First Impression with new prospects and your audience.

We want them to know that it's high quality and you are successful enough to have invested in yourself and your business.

Your new prospects and audience should see your business image and perceive it, as you want to be remembered.

This perception forms their initial opinions of your business and they will hold onto those perceptions until proven otherwise

(**Cognitive Bias).

Your business images should attract your ideal prospects and help them take the first step.Confused prospects don't act… or buy.

Our brains are lazy bastards (***Cognitive Fluency) and we want to show them the fastest and easiest way to get started

with you and your business.

You should be proud and excited of how everything looks so you promote your business like crazy.

It's only 25% of your business image equation, but it will impact your promotional activity if you don't love how it all looks.

THE 4 PILLARS OF YOUR BUSINESS IMAGE


YOUR LOGO TYPOGRAPHY

COLOR PALETTE

ALIGNMENT,

SPACING & SIZING

PROFESSIONAL

HIGH QUALITY IMAGES

MOBILE

RESPONSIVENESS

CONSISTENCY

WHAT MAKES UP YOUR BUSINESS IMAGE?

Your business image is the logical and

practical display of these 8 factors.

Just like any team in sports, if any one of the team members doesn't participate,

it can affect the overall outcome and performance.

Your business image is the synergy of all of these

items working together to create the whole.


THE 3 MOST COMMON MISTAKES

MISTAKE #1: MISTAKE #2: MISTAKE #3:

There are 3 common mistakes that clients can make during this stage as we begin

to build your complete business image and we want to help you avoid them.

TRYING TO TELL YOUR WHOLE STORY IN THE LOGO

We've seen even major brands and universities make

this classic mistake. They spend tens of thousands of

dollars to hire a graphic design firm because they are

re-branding and want to do it “just right”. Their

investment and mindset assigns so much value and

importance to the logo, they lose sight of the overall

objective with your business image, to get you more

damn clients and money.

Trying to tell the entire story of your life or business in

your logo is a big mistake because of **Cognitive

Fluency. You want the logo to be easily processed by

the brain so it consumes the least amount of calories

and can move down the page to your copy.

Keep your logo design simple and easy to process

so new prospects form a positive *First Impression

and begin to move down the page.

everyone can be proud of.

Our design team has over 50 years of experience

collectively. They've invested in their knowledge and

education just like you have in your field of expertise.

Trying to become a graphic designer overnight simply

doesn't work and we want to help you avoid it. It

creates a terrible looking business image and

frustrates all parties involved.

We know from experience because we've tried to “keep

clients happy” in the past and it simply doesn't work.

Your best solution is to describe using your “emotions

and feelings” and “descriptive words” on not only what

you are thinking with the designs, but how you want to

be perceived by your new prospects and audience.

This will help you get the business image

TRYING TO BECOME A DESIGNER ENDLESS REVISIONS TO JUSTIFY VALUE

Investing big money in your overall business image is a

big step and we get that. Often times, it's the first time

you've invested significant money in your business

image and you want to ensure you get your money's

worth. We do to, and we do that by creating a brand

that will increase your promotional activity first, then

increase the percentage of prospects taking the first

step with your business, which ultimately converts into

more qualified leads and sales.

One mistake is to try and justify the investment with

revisions. Don't get me wrong; revisions are a normal

part of the process to get it right for you. Our graphic

design team is highly trained, but also human. They

feed off the client energy just like any other person.

When we make revision after revision, they start to

doubt that the client is happy, they press and their

work actually begins to suffer.

So keeping initial revisions to 2-5 during this phase is

normal and expected to get it right. Anything more

than that and you'll see it begin to have diminishing

returns on your business image, which we want to

avoid for obvious reasons.


*FIRST IMPRESSION

*** COGNITIVE FLUENCY

** COGNITIVE BIAS

A first impression is formed in about .10 seconds and is when a new prospect encounters your business images for the very first time.

They form a mental image of who you are and almost immediately decide whether to continue moving forward with your business.

https://en.wikipedia.org/wiki/First_impression_(psychology)

Also known as “processing fluency”, it's the nice way to say that our brains are lazy bastards.

We want to be told what to do in the fastest and easiest way possible.

This is why so many brands have “3 simple steps” or “1 call-to-action” to get started.

https://en.wikipedia.org/wiki/Processing_fluency

A cognitive bias is a systematic pattern of deviation from norm or rationality in judgment.

In our terms, whatever first impression new prospects have of your business,

they will hold onto it until massive supporting evidence proves them otherwise.

https://en.wikipedia.org/wiki/Cognitive_bias

stage3 logo & brand concepts€¦ · stage3: logo & brand concepts it's important to...

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