http://identityanddesign.wordpress.com Just another WordPress.com weblog Mon, 17 Nov 2008 10:26:13 +0000 en hourly 1 http://wordpress.com/ http://s2.wp.com/i/buttonw-com.png http://identityanddesign.wordpress.com http://identityanddesign.wordpress.com/2008/11/16/how-important-is-an-identity-to-a-small-business/ http://identityanddesign.wordpress.com/2008/11/16/how-important-is-an-identity-to-a-small-business/#comments Sun, 16 Nov 2008 01:50:38 +0000 tzambi http://identityanddesign.wordpress.com/?p=5 ]]> People often wonder if an identity is that important to a business. It seems that only major companies consider their id an integral part of their branding. But it all starts in the lower level of design houses where the time required to create an identity for a business is not considered to be cost effective or that the designers are not given the time to accurately define the brand. I have noticed that people are prepared to open businesses for the sake of opening a business, without putting too much thought in positioning their brand from the outset. Not that the id cannot be further resolved down the track. But why spend all that time and money designing something unique only to later change it!  I have noticed on many occassions new businesses emerging where their brand does not fit the nature of the business. Either 1 of 2 things have happened firstly, they have disregarded the idea that branding a business does take more thought than just using a typeface or image they like and secondly they have fallen into the trap of using anything just to get started out without actually considering the consequences of a professional viewpoint.

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