I'll just go ahead and say it. Yes. Brand identity and consistency matters a great deal--especially as you're trying to reach new clients.
We've all been there. We're browsing the internet and you pull up a website that is just a hodgepodge of fonts, clip art, and sad logos. Assuming it's not a business or person you're familiar with, stop and think about how that web page made you feel. Generally, I might guess that most of us moved on from the page and went on to another page that seemed more cohesive, modern, and/or easy to read.
You may have also been in a circumstance where you pay to have a logo designed for your business. You feel like your branding is complete! But six months down the road, you notice that the communications coming out of your business aren't looking consistent. Each of your employees uses different fonts, uses your logo in inconsistent contexts and formats (or not at all, gasp), and the collective effect is that your communications don't look very professional.
So allow me to cast a vision of how it could be.
Ideally, you should hire someone to help create (or build). Many people think that this is just a logo, but it is not. A brand identity is going to include at least:
your logo
multiple versions of your logo for various formats and contexts
color scheme
guidelines for fonts and sizes
a mood board or set of images and elements
Having these elements predetermined helps to elevate your company's image. Additionally, providing brand guidelines to your employees ensures that all of your communications are consistent.
In time, you might use these elements to create (or have someone like me create) elements like:
email signatures
custom headshots
photographs of your business, products, services to be used in your communications
stationary
Branding that is modern, consistent, and well done gives potential customers trust and elevates your perceived value. How do you feel like you're doing in this area? If I can help, please let me know!
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