9 reasons your client should improve their brand (or create one)

Advocating a rebrand for a client who comes in only looking for a sign with their current logo is an approach that shouldn’t be taken lightly. Often, they’re very heavily invested in their current logo, and simply want you to use what they have. But is that the right move for them?

As a design professional, you’ll be able to recognize some of the shortcomings of their current brand strategy—and have a vision of ways you might improve it. But often, clients have a difficult time understanding why they might need to change. They may not realize what the long-term value such a proposition might have on their bottom line.

1. They’ll stand out. Branding is a way for a business to stand out in the sea of visual competition—and against their competitors. With the abundance of poor branding out there, doing something unique and polished really helps them stand out in the crowd.
2. They’ll get a head start. An effective brand creates a positive first impression and a positive brand promise. Unfortunately, most small business brands are perceived to be either negative or neutral. They don’t establish a positive brand expectation. They either say nothing (neutral) about what I might expect from that company, or worse yet, they establish a negative brand perception.
3. They’ll have an edge over their competitors. If pricing between two companies is equal, a consumer will likely choose the one that appears more professional and seems like it will be in business the next year. That perceived level of security is critical to establishing credibility for that business. It can be a powerful factor in why they are chosen over a company that doesn’t have as professional an image.
4. They’ll look bigger than they are. No matter how big and how competent a company is, many of their prospective customers will make a judgment based on how big and how competent they appear to be. Consumers typically believe a larger company is more secure and more stable than a one-man show.
5. They won’t miss an opportunity to get their message across. The consistent use of an effective brand hammers home a company’s image and brand promise at every touchpoint. As sign makers, you have a great opportunity to preach the power of effective branding by designing signage systems which integrate their logo consistently—whether on their sign, vehicle or other signage.
6. They’ll create an opportunity to reconnect with their customers. A rebrand for any new business is perceived to be a positive step by its customers. The business is changing for the better, and smart businesses know how to leverage this event as a PR opportunity. It’s a way to put your name back in front of your customers, explain what the rebranding means and your renewed effort for providing the best service possible.
7. They’ll breathe new life into their company. A stagnant or dated brand communicates a lack of innovation. If their business branding looks dated and amateurish (but not in a nostalgic, retro way), it tells consumers that their image isn’t important. That, in turn, can make their prospective customers believe that their work may be sloppy, unprofessional and not reputable.
8. Their employees will be proud to represent the company brand. Design an amazing brand that is fresh, unique and inspiring, and employers will typically see their employees rally behind their brand. It represents to them a renewed investment in the company they work for, which in turn helps them feel better about the company they work for and their future there.
9. Their premium brand experience means premium dollars. If their new branding speaks to a premium brand experience and promise, it will be much easier to get premium dollars. Quite simply, what this means is if they look like they deserve to be paid more for their services, people will be more willing to pay for that premium brand. But if they look homegrown and amateurish, they shouldn’t expect people to believe they should pay them more than a competitor that looks more professional and presents a positive brand promise.

Try to educate your customers on the value of a rebrand and how it may help expand their business. By doing so, you’re adding value to the relationship. You’re acting as a strategic partner—not just a vendor. This is how you distinguish your shop from a sign shop that sells a commodity. You’re offering a service instead of a commodity.

This article appeared in the March/April 2014 issue of SignCraft.

Before

Instead of going with the obvious symbols for heating and air conditioning contractors, we wanted to create something unique that would stand out. This is likely to be remembered when seen driving around any neighborhood.

Before

This client wanted a retro themed brand for his drapery business. The mascot is actually a representation of the owner. The unique color scheme and branding created the perfect setting for a truck wrap that stands out in a market saturated with poor fleet branding.

We designed their stationery set as well.

When choosing brand colors, look for color schemes you haven’t seen beaten to death, and whenever possible, use colors that are atypical for the industry. Here’s a unique color scheme for a brand we created for this HVAC contractor in Florida.

Here’s the design on their stationery.

Before

Dan Antonelli

Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit danantonelli.com. On Instagram: @danantonelli_kickcharge.