Let's Talk Branding

The Importance of Brand Development: Understanding Your Options

Following yesterday's video, I had aspirations of writing the first blog on the alt. website about branding and why it matters. Yesterday's Facebook video discussed recent experiences travelling through Europe and paying attention to both branding and customer experience of different businesses we visited.

Understanding Brand Components

For the purpose of this article, a brand can be broken down into two core components. Firstly, there's the physical aesthetic of the logo, décor, website and visual elements. Secondly, there's the human side of the brand - the personality, the way you're treated as a visitor to a physical business, or the way a website feels when you visit it. How is it worded? How does it make you feel?

The Value of Professional Brand Development

Being in the design business and developing brand aesthetics from scratch, it's quite interesting learning about a new business and the motivation and story behind it. While we wouldn't claim to be the best in the world, we do a good job for our target clients at alt., which are generally small businesses or entrepreneurs in build mode.

This leads to an important point about "horses for courses". When you're either starting the process of designing a brand or embarking on a rebrand, there are several options available. While budget often dictates the methodology, it's more than that - it's a conscious decision about how much to invest in developing a logo and brand aesthetic.

Real-World Brand Investment Examples

Recently, a potential client was looking to open a new business with a DIY MS Paint-style logo created by a friend. When quoted around $1,500 for a brand development pack, they were shocked. However, if you're about to commit to physical signage, stationery, vehicle graphics and other materials for a brick-and-mortar business, you should be committed to what your logo looks like. Redoing these elements later is expensive and problematic. Conversely, for a part-time dog walking business, a DIY logo might be perfectly suitable as it's easily changed when used digitally.

Brand Development Options: The DIY Approach

For those considering the DIY route, options include MS Word, PowerPoint, or Canva. Canva is particularly recommended, offering excellent templates, though it can present challenges when exporting artwork for larger print specifications. It's free and allows experimentation, potentially serving as a starting point before seeking professional assistance for vectorisation.

The Freelance Option

Freelancers range from local students to professional contractors working with agencies. While often more affordable, be mindful of potential continuity issues and ensure you receive all artwork in appropriate formats. Remote working and time zone differences can also present challenges with international freelancers.

Small Agency Solutions

Small agencies, typically comprising 2-10 team members, offer a sweet spot for many businesses. They provide reliability and continuity while maintaining reasonable overhead costs. You'll often work directly with owners or designers, ensuring clear communication and consistent service.

Large Agency Expertise

Mid to large-sized agencies typically command higher prices but deliver top-tier work seen in major advertising campaigns. While potentially more bureaucratic, they offer comprehensive services suitable for larger businesses with significant budgets.

Finding Your Perfect Brand Partner

At alt., we believe in matching businesses with the right branding solution for their needs. Whether that's our services at around $1,500 or referring clients elsewhere, we prioritise appropriate partnerships. For more information about our branding services, visit www.altmarketing.co.nz or email david@altmarketing.co.nz to discuss your brand development needs.