“The Importance of a Professional ID Package”

 

Since I started my first ad agency in 1988, I’ve seen more articles and opinions about branding. Everyone has their own opinions about this very overused and misunderstood word, but the simple fact is that most business owners don’t really understand why their logo and ID package should be professionally designed.

In my opinion, branding starts with your ID package; which includes logos, slogans, colors, graphics, fonts, and integration into the marketing. If this package is designed correctly, you can make your business look like a million bucks.

Now, I’ve seen companies that have never understood the importance of quality branding and marketing. Some small business owners just don’t get it, and others just don’t care.

To this day, I still see small businesses everywhere that have hokey looking logos, graphics, images, and marketing materials. From websites and emails to store fronts and vehicles, they need a make over.

Much of this is probably due to the owner not wanting to pay for design, or maybe they think that their ideas are working great, or they just don’t have an eye for visual design and concepts. Why change Dave?! What we have is working now! Why spend money when our logo looks fine?! You know, I’ve heard many business owners say these things over the years and it’s sad that they just don’t get it. Early on I realized that I didn’t have the graphic design and art direction gene, so I hired it out. This goes right along with the concept of “Working in your strengths and not your weaknesses.” If you missed this article then check it out right here on clickandmortarblog.com.

It’s very important that you, as a business owner, understand how important a professionally designed ID package is to growing your small business. Eye-catching logos and colors can make the difference. I will personally attest to this as just the other day I was at the gas station and saw a sign company that has their truck decked out in eye-catching graphics. This caught my attention, and I went over and spoke with the driver who happened to be the owner. Had his truck only had a magnetic sign on the door, I would have missed it and never approached the gentleman.

It doesn’t have to be expensive to put together your initial branding package.

If you’re on a tight budget, here are some tips for finding and contracting art direction and graphic design for your ID package:

1. Search for the best college and or AIS students in your area. Take your time in doing this by interviewing the candidates and reviewing their current book of projects and work.

2. Consider hiring the two best candidates and have them each design or re-design your logo and ID package. Ask them to bid the project once you give them the parameters. Note: give them specific time lines so you’re not waiting all year long.

3. Make sure to sign a work for hire contract so there are no misunderstandings in regards to ownership and copyright of your logo, slogans, and artwork.

4. Once they bring your rough drafts of the ID package, take your time and post them where you can view them for a couple of days. Remember that you’ll be living with this ID package for years to come. If you’re not satisfied, ask for revisions.

5. When your graphics person delivers the final version, make sure to get both digital and hard copies. The digital copies should have low and hi resolution images for both web and printing.

A note to those of you who have a “webmaster” claiming to be a jack of all trades.

I’ve been there and done that back in 1995. Most webmasters are not trained in art direction and graphic design. Just because someone can design your site in Dreamweaver doesn’t mean they have what it takes to create your logo and ID package. Do your research and take the time to find people who will do great work and deliver on time. Be consistent in all that you do with this package. At the end of the day you’ll make better first impressions and get the opportunity to cultivate a new relationship.

If you need help getting your ID package together, email info@clickandmortarblog.com , and we’ll refer you to several professionals who have years of experience and wisdom when it comes to ID packages, art direction and graphic design.