Focusing on looks isn't as superficial as it sounds when it comes to your brand.

When creating a brand, it’s good to remember that iconography and design play a tremendous role in the success of that brand. 

The first part is your name of course. I mean, you're going to have it forever, right?

So think long & hard about how it will transition & last over time, as opposed to a trendy name. 

Next, you will want to come up with a logo design that matches.

You may need some ideas here from the design team to help you here, because many times you do need an outside eye with expertise in pulling all elements together.

Sure, solid marketing plans and business plans are just as important. But what’s key to remember here is that you can’t have just one without all the others. Everything has to be working together in perfect harmony.


If you’re a small business, the odds are already stacked against you. For now, however, let’s concentrate on the role design plays in the success of a business.  

Interestingly, for all the work we do to perfect our design, you really only have just two-tenths of a second.

That’s the amount of time that, according to research done at the Missouri University of Science and Technology, people looking at a website for the first time took to form a first impression.

The good news is that thanks to our Founder, we now have an Ad Agency that can assist you with affordable options, and even payment plans, to help you in your design plans. And with that much talent at your fingertips, you’d better utilize it -- otherwise, your two-tenths of a second won’t be creating any lasting first impressions.

But that’s just for logo work. What about your website or landing pages? Ebook covers & branded graphics?

Well, that two-tenths rule still works -- and if any one is poorly designed, you’ll be creating lasting bad first impressions.

Pretty isn’t the single aim here. In fact, it’s a rookie mistake many business people make.

Imagine going to a website that looks pretty but seems to be missing key information. Your first reaction will probably be frustration (not a great emotion to be creating around a brand) and your second will be to go back to Google to find someone else that can help you out (specifically, one of your competitors). If people are constantly visiting your FAQ page, your visitors most likely aren't finding the information they are looking for easily.

Design is worth the time and money because it has a proven return on investment. The more attractive your website or feed is, the more likely visitors will be to shop with you. At the end of the day, the three key pillars of a thriving business that people rarely consider are design, function and usability.

Design will draw people in and, if done well enough, keep them there.

How to get it all to work together...

First off, you have to understand the purpose of the design. Great design tells a story -- it can unify your brand and drive innovation too.

Secondly, remember the importance of design. Not everyone working in every field (outside of design) understands how important it is, so you’ll need to understand the impact it has on your visitors.

What you'll need when developing Brand Identity:

1. A Well-designed logoIf it’s cheap, you look cheap. Your brand looks cheap. Create something instantly recognizable, uncomplicated and very memorable.

2. Color: Have a palette created for you inside of a brand board. Use colors that speak to your energy, product and brand. A great logo and color palette can set you apart as they burn themselves into the customer’s eye.

3. Graphics: Fantastic graphics can make a website much more attractive. And this will be important with your branded graphics as well.

Be sure these things align together well. You've only got 2 tenths of a second; make them count! Being good-looking isn’t as superficial as it sounds.


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XO, Tori