3.2 Your creative standards
As for creative standards, you will be challenged to cut corners on your design and service standards. When you begin your business you will have the intention of doing your very best on every project; whether it’s exploring multiple concepts or coming up with the best ideas you possibly can for a perfect final product. Eventually the pressures of everyday business life will creep in and you will be tempted to cut corners in this department as well. It may come in the form of creating the “same-old, same-old” for an established client or being tempted to plagiarize another design so that you can meet a deadline. You mustn’t let this happen. Establish your creative standards and processes and stick to them.
3.3 Your relational standards
Your relational standards will be challenged when it comes to your clients. You will have the difficult task of balancing client demands with great quality work. Sometimes you may find yourself becoming a little sensitive about your client relationship or perhaps you will start to get too personal with the work you create. It’s important to set out the “rules of engagement” before you ever have contact with a client, then work diligently day in and day out to uphold and protect them. Commit to working with integrity on every project no matter what the outcome is. Establish a willing and helpful attitude towards all your clients right from the start, even if they don’t deserve it.
You will have clients that behave poorly and that don’t understand the design process. You will have clients that don’t listen to your direction or don’t fully value what you do. Where once you had one boss, now you have many, and not one of them is following the same sort of rules and guidelines as the other. It would be very easy to let your standards slip and become curt or unprofessional with any one of them, especially the rude or obnoxious clients, but you need to guard yourself against it by establishing and sticking to your standards. Don’t let clients control the type of business you will have. It’s up to you to determine the professional standards you will maintain in dealing with clients.
4. Your Company’s Visual Image
The visual image of your company is the “face” of your business. If your business name is the container where people store their impressions and feelings about your company then your visual image is the label on that container.
It’s interesting to note that when designers start to design their corporate identity many of them begin with their visual image before they ever really consider what is at the core of what their visual image represents. This type of identity falls flat in the real world. No visual you create will have the impact and longevity if it isn’t first grounded in the first three elements listed in this chapter. If you don’t first work out the foundation of your name, your UMM, and your professional standards, your visual identity is nothing more than a shell that your clients and prospects will easily see through. Be sure to plan the other three elements well before you start designing the face of your business.
Your visual image is comprised of all things visual in your business. From your logo design and stationery, to your signage and all aspects of your marketing material. It even applies to how you write and send emails and how you dress for a business meeting. It’s important to spend much needed design time creating an image that is both aimed toward your target market and that reflects your values and standards. The following are crucial things you’ll need to address when creating the visual image element of your corporate identity.
4.1 Logo
You will need to create some tools to help you introduce and reinforce your business face to a needy marketplace. One item you will need to create is a logo or wordmark for your company. Your logo is the one icon or image that you use in as many places as possible to serve as a device to help you build recognition in the minds of your clients and prospects alike. Studies have shown that in an overcrowded business environment such as design it can take up to seven impressions of your image or message before someone actually stops and takes notice. That’s why it’s important to create a distinctive image and then place it in as many areas as possible to help you build awareness. Your logo or wordmark should be on all your communications whether it’s related to marketing or just a correspondence piece; your image needs to be noticed.
4.2 Business cards
One item you’ll need in your corporate identity program is your business card. With the ever-increasing use of digital imagery, the use of printed material has been in decline for most businesses. Companies used to create printed stationery, brochures, and various communication pieces, but now these things are done more in the digital format. However, there is one tool that has not yet been replaced by the digital media that is still very important to doing business — the business card. This is still probably the most important piece of printed material that you will ever invest in for your business.
I love the power of a business card. Even a poorly designed business card has stopping power when it comes to getting someone to take notice for a couple of seconds. If you don’t believe me, just watch what happens when you hand your card to someone. They immediately stop what they are doing and focus on your card! As a designer, you can leverage that by creating interesting business cards that stand out from the norm and extend the interaction time that a person has with your card. In fact, a well-designed business card can often lead to further conversation and discussion. That’s a marketing tool that is worth every penny in my books.
Your business card is a marketing tool that often introduces your company’s image to a new prospect. Your business card is a tiny little billboard advertisement for your company with one very important purpose: to serve as a reference tool for your prospects should they need your services. Make the most of your business card and leverage it to its fullest so that you can get “registered” in your prospect’s mind as someone who can help them.
The following are tips to help you get the most out of business cards, help build greater awareness for your company, and help you connect with clients.
4.2a Always carry your business cards with you
Keep your business cards in your car, your briefcase, and in each pocket of your coat jacket because you never know when you’ll have an opportunity to pass one out. Even a trip to the local store to pick up bread could end up in a connection where you can pass your card to a potential client. You never know when you’ll get an opportunity to give someone your business card so don’t leave home without a few.
4.2b Have your business cards ready at every introduction
Your business cards should be easy to access whenever you are in business situations meeting new people. When you extend your hand to shake, make sure your business card is in your other hand to pass it over at the same time.
4.2c Bring a big supply of business cards to networking events
Never be caught without enough business cards. If you are planning to attend an event at which you have the potential to meet a lot of people, make sure you bring enough business cards. It’s easy to meet a few people and go through a small supply in no time. You can’t hand them out if you don’t have them!
4.2d Never count the cost of your business cards
I know some designers who spend a lot of money designing and producing their business cards. As a result, they are quite proud of them, but because of the high costs, some of these designers ration their business cards when they give them away. They are often selective and only give them to those people they think will actually use them.
Your business cards are one of the cheapest and most useful forms of advertising. Even if they are expensive per unit to print, they are still one of the cheapest and most useful forms of marketing. Hand out lots of them.