The Importance of Branding
Those of you who have visited my website in the last 2 weeks have probably noticed something a bit different. My name now appears in between two brackets and the brackets are a prominent feature throughout my website, outlining both my bio info, contact details and descriptions of projects or bodies of work. This is the fruition of years of searching not only for a graphic that best represents me, but also searching for a visual style in my photography.
This arrangement of text and characters represents my obvious taste for things that are dramatic yet subtle, while being overall clean and thought out.
Branding is important for any business today, with everyone having a website and crying out for attention. A brand is your identity, and it’s what people will use to remember you, whether you have a graphic logo or a simple arrangement of text like me. I have explored graphic logos in the past and just didn’t feel comfortable with how they represented me, so I chose a specific font – two of them in fact, and went forward from there. The font is the voice that your clients will “hear” upon reading your name and information, so it’s important to pick one that best represents your work.
I then used the subtle graphics – the brackets – for certain things on the site. I didn’t want to use them for everything, like framing every photo in every portfolio with them, that would be too much. But using them in descriptions works well, and it’s a subtle reminder of who’s work you are looking at.
Branding takes a long time. Make some designs or come up with some ideas of your own. Show them to friends, family, peers, anyone who will look at them. If necessary, go to a graphic designer – this is what they are paid to do.
Over time, people will come to remember this logo or brand, so make sure it’s everywhere your business is. Business cards, promos, etc. It will make your work more recognizable and your clients take you more seriously.