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i'm ellie
I'm a brand strategist and your go-to designer

I'm obsessed with helping small business owners use the power of their personality, values, and skills to stand out and attract their ideal clients. If you’re ready to look like the professional you are, I’d love to work with you! 

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5 Reasons Brand Design Matters

Branding, Business
June 2, 2023
Ellie Brown works on a brand design at her desk

You know when you buy a new car and all of a sudden you start to see it everywhere? It kinda makes yours seem a little, well, less special, doesn’t it? 

Yeah, Canva logos can be like that, too. But as somebody who doesn’t spend their days behind the screen of Adobe Illustrator, you might be thinking…

Does brand design even really matter?

Here is my hot take on why I think professional brand design is crucial for service-based businesses…

1. Differentiation:

Using the word “differentiate” in one of my first-ever blog posts feels very full circle as a former teacher. #iykyk

But back to why differentiating yourself is important…

How do you want to take up space in a crowded marketplace? 

Here is how brand design help:

  • If your business offers similar services to somebody else, strong branding helps you stand out from the competition.
  • It differentiates your business by creating an identity that is truly unique to your business and communicates what sets you apart.
  • A strong brand helps customers recognize and remember your business, making it more likely that they will choose your services over competitors.
  • And this brings me back to the whole brand-new car thing. When it comes to your business, you don’t want to look like everybody else.

2. Trust and credibility:

“Design is the silent ambassador of your brand.” – Paul Rand

That is one of my favorite brand design quotes. I always follow it up with this question: What is yours saying about you?

Does it say you are inconsistent and unprofessional? Or does it say you are trustworthy and credible?

A well-established, consistent brand creates a sense of trust and credibility among potential customers BEFORE THEY EVEN INTERACT WITH TO YOU!

And I’m alllllllll about creating brands and websites that work as hard as you do! 💪

When people are seeking out the services you have to offer, they are more likely to choose a business with a professional and reputable brand.

(Unless their priority is cheap, and in that case, you don’t want to win that one anyways)

 A strong brand communicates professionalism, expertise, and reliability, which can instill confidence in your target audience and lead to increased customer loyalty.

3. Emotional connection:

Branding goes beyond visual elements like logos and colors. 

Let me type that one again for the people in the back…

Branding. Is. More. Than. Logos. And. Colors.

A strategically crafted brand encompasses the overall experience and perception people have of your business. 

A compelling brand story and personality can evoke emotions and create a connection with your audience. When customers feel a positive emotional connection to your brand, they are more likely to become loyal advocates and recommend your services to others.

4. Consistency and recognition:

I’ve seen some research report that it can take anywhere from 7 to 21 interactions before people close a sale. That’s a lot of opportunities to confuse the heck out of a potential customer if your designs are changing every other week. 

Consistent branding across all touchpoints, such as your website, social media, marketing materials, and customer interactions, helps create a cohesive and recognizable identity. 

When customers encounter consistent branding at every interaction, it reinforces your message and makes your business more memorable. 

This recognition builds familiarity and trust over time, making it easier to retain existing customers and attract new ones.

And one of my personal favorite reasons…

5. Premium pricing:

A well-established and reputable brand allows service-based businesses to command premium pricing. 

Yep. I said command and I’m sticking to it!

When customers perceive your services as high-quality and valuable based on your brand reputation, they are often willing to pay more for them. 

Branding helps elevate the perceived value of your services, enabling you to charge a premium and increase your profitability.

*Bonus Reason*

When you work with a brand designer they should be asking you about your one-year, five-year, and ten-year goals. You want your brand to scale with your business so you want to make sure you have more than just a single logo to work with. More on that soon!

I don’t say all of this to make you feel bad if you currently have a lackluster logo or haven’t landed on a consistent color palette. As entrepreneurs, we wear a lot of hats and it can be hard to figure out what should be DIY’d vs outsourced. 

My whole point is this: Design isn’t frivolous. Branding matters to service-based businesses because it helps differentiate them from competitors, builds trust and credibility, creates emotional connections, fosters recognition, and supports premium pricing. It is an investment that can drive customer loyalty, increase market share, and contribute to long-term success.

So if you’re ready to ellie-vate* your brand, I’m just a contact form away

*hahahahah that was one of my business name ideas, should I have gone in that direction? 😂

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