Design Services and Identity

This week I spoke with a small group of business people over breakfast about my design services. I listed my print and web services as:

• logo design
• identity
• branding
• promotional materials
• web design

We discussed the importance of a communication strategy when used as a master plan for all of a company's visual materials. This strategy and plan should include the company's mission and vision statements. The resulting outline must have ways of creating consumer awareness, recognizability and familiarity, pinpointing specific target audiences and differentiating their company from competitors.

Establishing the company's identity is crucial to these goals. To be successful, an identity must flow over into areas of customer support, distribution, development and production. The identity can encompass elements such as images, colors and music to provide a form of identification for consumers.