{"id":6083,"date":"2013-10-05T10:13:21","date_gmt":"2013-10-05T14:13:21","guid":{"rendered":"http:\/\/blog.fitnyc.edu\/hottopicsinsider\/?p=6083"},"modified":"2020-01-21T18:55:13","modified_gmt":"2020-01-21T22:55:13","slug":"your-corporate-identityget-it-right-the-first-time","status":"publish","type":"post","link":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/2013\/10\/05\/your-corporate-identityget-it-right-the-first-time\/","title":{"rendered":"Your corporate identity\u2026get it right the first time"},"content":{"rendered":"<p><strong><span style=\"color: #1f497d\">Part 1: Focus on your logo<br \/>\n<\/span><\/strong><br \/>\nEvery company should start out with minimal corporate IDs or branding \u2013 logo, name, tag line (value proposition), design templates and color palettes. There should be a template developed that shows how these items are used (in larger companies, a brand book is created that spells out exactly how sizes, placements, colors etc. are to be used ).<\/p>\n<p>This is the core of your company\u2019s identity. Like a skeleton, it supports your body. \u00a0Do it early, and do it correctly. And especially don\u2019t skimp on the fees to get it done. \u00a0It\u2019s a lot more difficult to correct a brand identity mistake or direction than to establish it the first time \u2013 to make a correction, you will have to re-ID your company, and then spend countless dollars and time on PR to explain why the company has changed its basic identity and to overcome confusion created by this change.<\/p>\n<p>I\u2019ve seen a lot of results from websites where designers bid for the logo work. \u00a0Some of it is okay. \u00a0Okay is not good enough for your company. \u00a0A lot of the results are derivative of other logos, and leftover designs an artist hasn\u2019t sold. Remember, you are going to pay for the result. \u00a0Pay one time and get it right and it won\u2019t cost you dollars and time down the road.<\/p>\n<p>So invest the money into a designer or firm who gets you.<\/p>\n<p>When it\u2019s my money, I look for someone who is intuitive about what my client or my company is and what they are trying to do\/say to the marketplace (how do you know they are intuitive? \u00a0Check out what they\u2019ve done for other people\u2026you\u2019ll get a feel for if they have a feel for their clients). \u00a0My designer is one of my company\u2019s secret weapons to success.<\/p>\n<p>An interesting take on designers is expressed in this link:<br \/>\n<span style=\"color: #0000ff\"><span style=\"text-decoration: underline\"><a href=\"http:\/\/www.manta.com\/TOTD\/marketing\/20131004?referid=16483&amp;su=MT1000787066&amp;uu=511dac7431f24625b3909f94\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.manta.com\/TOTD\/marketing\/20131004?referid=16483&amp;su=MT1000787066&amp;uu=511dac7431f24625b3909f94<\/a><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><strong><em>Sandra Holtzman teaches\u00a0<a href=\"http:\/\/www.fitnyc.edu\/3064.asp\" target=\"_blank\" rel=\"noopener noreferrer\">CEO 035: Licensing<\/a>.<\/em><\/strong><br \/>\n<strong><em>She is the author of\u00a0<a href=\"http:\/\/www.holtzmancom.com\/thought_book_title.php\" target=\"_blank\" rel=\"noopener noreferrer\">Lies Startups Tell Themselves to Avoid Marketing<\/a>.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Part 1: Focus on your logo Every company should start out with minimal corporate IDs or branding \u2013 logo, name, tag line (value proposition), design templates and color palettes. There should be a template developed that shows how these items are used (in larger companies, [&hellip;]<\/p>\n","protected":false},"author":266,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"post-templates\/post-middle-column.php","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[8577],"tags":[8598,8576,28758,12348,8592,38568,8660],"class_list":["post-6083","post","type-post","status-publish","format-standard","hentry","category-small-business","tag-branding","tag-entrepreneurs","tag-logo","tag-market-research","tag-marketing","tag-small-business","tag-startups"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p1v7EM-1A7","_links":{"self":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/6083","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/users\/266"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/comments?post=6083"}],"version-history":[{"count":0,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/6083\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/media?parent=6083"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/categories?post=6083"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/tags?post=6083"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}