Post No. 44

What Is Comprehensive Brand Management?

If you have a small business, you’ve probably noticed it takes more than one person to effectively build and manage your brand. Along the way, you’ll most likely need a skilled brand strategist, graphic designer, web developer, copywriter, social media manager, Google Ads guy, SEO specialist – and more. If those people aren’t working together, your brand will get lost in the shuffle.

A common mistake small business owners make is hiring a logo designer for their logo, then a web design company for their website, then a social media person for their social media – you get the idea. Before you know it, you’re trying to wrangle half a dozen people to put out a consistent brand image. While each person may be excellent in a given area, they don’t see the big picture to understand how their work affects the other facets of your brand.

Some common symptoms of this fragmented approach include:

  • multi-party group emails that go nowhere,
  • frustrating hurdles to make seemingly simple brand updates,
  • sidelined brand projects that never see the light of day,
  • confused clients or customers from inconsistent business messaging,
  • and weak brand integrity from having too many cooks in the kitchen.

With this setup, your brand never quite looks right and you begin to wonder if it is holding you back.

After a few years of witnessing this recurring problem for our logo design clients of all shapes and sizes (yes, we started as a logo design company!), we knew something needed to change. We would start our clients out with a great brand design only to find the logo skewed on the website, or the fonts all wrong on the marketing materials, or the brand colors completely forgotten on social media. Our hearts would sink for our clients as we watched their brands slowly dissolve from a distance. So we decided to fix the problem.

We narrowed our client focus to serve small businesses but broadened our services to include comprehensive brand management. While going comprehensive means we can serve fewer clients, it also means we can better serve the ones we do take on. We’re good with that trade-off. Now our clients enjoy the convenience of one company who oversees everything from their logo to their SEO. Over the years, this model has allowed us to shorten turnaround times, be more cost-effective, and build stronger brands for our clients.

When all of the pieces of your brand are created under one roof, your brand becomes crystal clear and powerfully effective.

While the branding process looks a little different for each small business we serve, here are some of our most commonly used branding services:

  • Logo Design
  • Business Name Consulting
  • Brand Guidelines
  • Business Cards
  • Business Stationery
  • Website Design
  • Website Maintenance
  • Blog Writing
  • Copy Editing Services
  • Social Media Setup & Support
  • Print Material Design
  • Digital Download Design
  • Keyword Research
  • Competitor Analysis
  • Search Engine Optimization (SEO)
  • Email Campaign Setup
  • Online Presence Management

While building your brand may seem overwhelming or expensive, it doesn’t have to be. The important thing is to find a good branding company and pace yourself. The right company will take time to understand your needs and budget so you only pay for the services you actually need. If you’re wondering what to budget to build your brand, see our recent post where we share budget guidelines from the Small Business Administration.

To start the conversation about building your brand, contact us.