Four brand building basics best left to the pros

Four brand building basics best left to the pros

Business cards are a brand building basic. Photo by LOGAN WEAVER | @LGNWVR on Unsplash

Running a small business can be financially challenging. Thus, many small business owners feel as though they can cut costs by creating business cards and other corporate identity materials themselves—fair and understandable…but rarely effective.

When your small business is your livelihood, wouldn’t you want to present your company in the most professional light possible? While hiring professional help may seem like an unnecessary cost, in certain aspects of your business it can actually save you time and earn you more money in the long run.

Here are four brand building basics you should consider turning over to the pros:

  1. Logo Design. If you think of your business as a house, your logo is more than the welcome mat, it’s the entire entrance—a vitally important design element that helps introduce and shape the way people experience your brand. Even more than that, the logo is the primary identification mark of your business. It needs to be simple, clear, and versatile. Your logo also needs to be valued and respected for what it is, a supporting element, not the defining element, of your brand’s visual identity. Yet it will always command a prominent place in the identity hierarchy, which is why it needs to be professionally designed…so it can sit boldly front and center.
  2. Business Cards. While companies like Vistaprint, Overnight Prints, and Zazzle offer hundreds of free templates, do you really want to use the same uninspired template as thousands of other companies? Probably not. Instead, your business card should be unique and make a lasting impression with potential clients and employees. It should be an extension of your brand. In fact, you should consider bundling all your brand identity design needs together—business cards, stationery, envelopes, labels, brochures, postcards, and other promotional items. The best part, you can still use online digital printers to print your materials. It’s the best of both worlds. You can have great looking designs and quality printing at a low cost.
  3. Website. People prefer to do business with companies that have a professional website. If you take the DIY approach, you risk the chance of not being taken seriously. Perhaps more important, website development is governed by its own set of rules. CSS and programming languages that every excellent web designer is well versed in. Why? Because designing websites that are both beautiful and beneficial is about striking a balance between code-generated design and graphic and traditional media elements. True, modern web builders make it much easier to build a nice website, by you still have to strike this balance….at least if you want a great looking website that search engines and, by extension, visitors can find, find relevant, and creates the right user experience.
  4. Content. Content for marketing, advertising, and web is crucial to the success of any company. Essentially, you want to develop content that is not only SEO-friendly but also engaging. However, if you know your writing skills are not up to par or have asked yourself what is SEO, you’re at a major loss. Hire a professional writer or SEO company to develop relevant content for both your target audience and popular search engines. If they can assist you with copywriting, editing, and proofreading, you’ll get a much better return on your investment than if you do it yourself—or have ChatGPT do it for you. Because you may know what you want to say about your business. A great writer will help you say it better than you can say it yourself.