Is Your Image Hurting You?

All companies have a brand image whether they purposely created it or not. Even the most generic product or service can have a following and generate opinions – positive and negative. How do you control what people think of your company? That question can be answered by taking an active role in your company’s strategic marketing plan and looking into your own image. Creating the right image is more than visual communication; much more than a pretty logo. It consists of important information about your product/service, your distinction from the competition, your target market, and how you interact with your customers. If you are developing a brand image, without implementing your due diligence, then you may be doing more harm than good for your company.

Do You Have The Right Identity?

I worked with a financial specialist who knew his identity wasn’t quite what it should be, but he wasn’t sure what to do about it. His company image consisted of people reaching out and holding hands for the purpose of giving a friendly, trusting feeling. I met with him and his colleagues and began to research his competition. I asked him what he thought was his specialty and how it differentiated from his competitors. After some soul-searching questions, he realized that his specialty was financially helping people so they could retire, rather than helping people who were starting out with a new career or starting a family. The realization did not mean that he would turn away those other customers, it simply provided a better definition of his business. By discovering his niche and changing his image, he was on his way to increasing his company’s awareness and establishing his true brand.

Morales Logo Before_After
The original identity (left) used primary colors and gave the impression of an educational program, rather than an established financial firm. The new design was well-received and won a Summit Award.

Are You Focused?

I can be easy to fall into the trap of wanting to be all things to all people. If you’re not a Jack-of-all-trades, you might be leaving money on the table, or so you would think. Unfortunately, the exact opposite can happen. If you don’t focus, people don’t remember what you do. There is so much information that bombards us daily. Competition has increased over the last 15 years that standing out from the crowd is a necessity, especially online.

One of my retired clients was a lawyer and he specifically promoted his services as an FELA attorney. He handled litigation and won recoveries for other types of claims, but he learned, early on, that by focusing on one category of law, he would get more business. We concentrated on getting him on the first page of an organic Google search for FELA Attorney for six years. With the right image, information, and online presence for his firm, he was able to retire early.


Why Should I Pay More Than $39.99?

As the saying goes, “Cheap ain’t good and good ain’t cheap.” That doesn’t mean that having the right image should cost you an arm and a leg. It just means that choosing an online, low priced, logo service to create you company image may not help you – it may actually hurt you.

A client once asked me, “If I can get a logo for $39.99 online, why should I pay you more?” My answer was, “Most experienced designers charge an average of $60 per hour, depending on location. How long to you think a designer will spend on your logo if they will only earn $39.99? Do you really want a logo that was developed in less than an hour?”

At Danaher Design, we spend time with our clients and get to know their vision, history and plans for the future in addition to our research on target market, product and competitive advantage. Why? Because if you don’t know where you’re going, any road will take you there.

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