Branding? Why bother!

How many images are we bombarded with everyday? On the TV; on the way to work on the bus; in the train or in the car? Pick up a paper or a magazine or turn on the computer and there’s more of those images vying for your attention. Everywhere we look, all the time our eyes are open.

On the simplest level, imaging buying from a shop who’s signs are blue, leaflets are red, ads are green, website is black and who’s bags are yellow? What confusion. Add to that different size typestyles, thicknesses and uncoordinated images without rhyme or reason. Strangely enough though, that is exactly the situation that many businesses put themselves into. Potential customers cannot easily link together different parts of one buiness's promotions and in some cases, even a single campaign of simple ads. Easy to see why then that the best way of promoting any individual business or company, is with a theme.

Thankfully gone are the days when serious business people reach out for a bit of clip art to use as a logo, business has become far too sophisticated for that. There is now an understanding that colours stand for something, you can build a feeling of ‘established’, ‘trust’, ‘excitement’, ‘drama’, ‘reliability’, ‘fun’ just by using a colour - in the right way of course. A graphic can often help create a uniqueness. Typeface also plays a massive part in the portayal of the image a potential customer might be looking for. If the sign, the leaflet, the van, the ad, the website, the bags - all have a matching image then half the job is done. Potential customers will be able to bring it all together when they see each part of the corporate image, whether it is an ad, a passing van, a website, a business card or a shop front.

If you need some information about “briefing a designer for a branding” then keep the quotes, Google that phrase and read on or link here. Meanwhile let’s look at some sensibly cost branding for local companies.

FernleighConsulting1. A consulting company with a good solid reputation, clean lines, different weights of a readable typeface.

2. Carrina jane, unusual colour combination and underlining all in script for an experienced make up professional.



3. HS for Homes Styled - a qualified home stylist, colour swatches to emphasise the job.




ETLingo4. ET Lingo a translation business.




Postcard5. ‘Guess what we do?’ promotion for a balloon company, this appears on all cards and promotions. And the gold bar?





Goldbar6. Pure gold idea for a business providing a trusted, long term service.




Alan Reading runs Custom Marketing Resources providing a full range of marketing services (especially websites) to clients of all types and sizes. He's good with customer care too so if you know nothing about websites, branding or marketing yourself you no need worry! Free advice on 01622 820841 or

Alan Reading is an award winning designer, has judged more than his fair share of design awards, hosted breakfasts, lunches, dinners, dinner dances, balls and networking events, compéred fashion shows, radio programmes and appeared on TV more than once, frequently on behalf of clients. He has presented for Business Link, Enterprise Agencies, Chambers of Commerce, conferences and seminars for The Newspaper Society, the Association of Free Newspapers, The British Hardware Federation, training and marketing companies on starting, promoting and marketing business.

Alan is a business minded Designer (past President - and Chairman - of 3 Chambers in Kent) running his own business - Custom Marketing Resources (01622 820841) - since 1994. Alan has formed The Lenham Valley Business Association where he organises and presents the monthly network meetings. He is also chair of the organising committee. LVBA has a 20+ page website and a 64 page business directory. South Maidstone Business Association has been running for a while now too - see www.maidstonebusiness

You will learn even more about him - and see what his customers say - on his website He is willing to provide free advice by phone too - even about websites.

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