If you look at some of the biggest brands in the world, you’ll notice that their branding is well thought out and it’s no coincidence that they’re the successful ones. Branding is an important feature of any business and all businesses should consider it as part of their marketing strategy.
In the design industry a lot of people tell clients that they should “look at design as an investment, not an expenditure” and that’s not a bad way of thinking at all. When starting up, a lot of people will think “I’m not spending [x] amount on branding my company, it’s not worth it.
I can do it myself for nothing.” And that is what costs a lot of start-up businesses money. Would you decide to fix your own plumbing? Or would you hire a professional to do it for you? It’s the same thing with branding your business and creating your corporate identity.
What tends to happen is that the companies that have branded professionally from an early stage in their life, go on to realise that their initial investment into their brand has paid dividends in the long run.
If you had a choice of two companies to use, and one had clearly used a professional to develop their brand identity, and the other had used Microsoft Paint to design their identity, who would you use?
And at the end of the day you don’t want your brand to end up on “Logo Designs Gone Wrong” like the Instituto de Estudos Orientais logo;