Misconceptions about Brand Consistency for Small Business

Tessie's Bar & Kitchen in Walpole, Mass - Logo, Signage, Menus all designed by Sarah Beth Graphics

It is a common misconception that branding services are only for big companies. Many people believe small businesses either would be wasting their money hiring a design agency to support their branding or there just isn't enough money to have these luxuries.

While there are agencies that do exclusively work with companies paying large retainers which are way outside the possibilities for most small businesses, there are many of us who exclusively work with small companies - and prefer to do so!

I prefer to work with small businesses because I can create a relationship directly with the business owner.

From my past experience, working with larger companies often involves layers between myself, as the designer, and the CEO or key stakeholders. This separation can lead to additional time spent that isn't part of the design process. (As an aside, larger companies require larger budgets partly for this additional time.)

Here are a few common questions you may have before hiring a designer to update your branding:

1) What is the difference between a graphic designer and a branding designer?

The roles are similar - with a BIG distinction in the understanding of the big picture. In general, a graphic designer creates collateral pieces such as logos, business cards, signage, brochures, booklets, postcards, etc. with your clear expressed direction. A branding designer creates the direction for the same collateral and will establish your brand voice and look with an understanding of your ideal clients and who you are in order to design a cohesive message.

2) What is branding?

Often as designers, we are referring to 'Brand Identity' when we talk about 'Branding.' Brand Identity is a term to describe how your company is viewed by your potential clients. Included is the style of the written voice of your company, the look using fonts/colors, the logo, and the collateral.

3) When to hire a branding designer?

This will vary for many businesses but for service providers who do not have a brick and mortar location, there is a sweet spot once they have been established for 3-5 years when they are ready for an upgrade. At this point, you've solidified your process and your ideal clients and you are ready to present your company with a more professional look.

Are you wondering if this is a good time to discuss branding?

Here is a major indicator: You have a solid reputation and provide great service but your new potential clients are often confused or unsure whether you are professional/ established/ experienced enough. This may be a tell-tale sign that you need to consider discussing options with a branding designer to clarify and best represent your business.