Branding basics for aspiring entrepreneurs, Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnepr, Vinnitsa, Ukraine

Branding basics for aspiring entrepreneurs, Development Company: AI, Blockchain, IoT, Kyiv, Ukraine


How many friends do you have who are starting their own business now? Shark Tank is one of the most popular shows on cable right now (an American TV show that features business people (startups) looking to invest in their businesses) and attracts a large number of people interested in business, design and branding.

While some zealous “want-repreneurs” are immersed in the idea around the main idea, others instantly switch the conversation to what their idea will look like.


  • What will the logo look like? Can you create your own logo yourself or is it worth hiring a designer?

As a designer, I love helping my friends and family to think through how their business, design and psychology intersect. This week my sister and I discussed several issues of interest to her regarding brand development. Since most people are not designers and need to be taught the basic principles of this work, we thought that other aspiring businessmen could also benefit from our dialogue.

For starters, my sister Bethany is a photographer. She has worked with different events, couples and other areas of photography, building a decent portfolio to post online. She is ready to take her portfolio to a serious level and wants to know how to promote her business and brand.


01 - What is corporate identity?


If business is a strategy aimed at making something of value that people will want to buy, then branding is a means to show people what your idea looks like, how it tastes, how it feels and sounds. Your brand reflects what kind of business you have.

We can work hard to influence how we want people to see us, but in the long run, your brand becomes what other people say about it. This may be a strange concept to most, but in the end our business cannot exist if people do not enjoy what we have brought to this world. We are here to solve other people's problems, not just our own.

Think about Nike for a second. I'm a big fan of them and I really take a lot of their marketing on faith, but in the 90s people thought of them as a company that didn't care about people as it grew and operated sweatshop businesses. For this reason, Nike quickly shifted priorities and did better work figuring out how to convey the fact that they care about their employees' working conditions and, through a lot of work and change, has become known as one of the most innovative companies with tough conditions. on safety and production standards. No matter what Nike told the audience back then, people came to their own conclusions ... This is why a brand has to be a living (and consistent!) Organism, and this is how it can significantly affect business success or failure.


  • Your brand is your vision, individual perspective and position in the business.
  • Your brand is, in part, a collection of design elements that show people that you are who you say you are.
  • Your brand is your message to the world.

Everyone has their own brand ... whether you like it or not. Think of your brand as your own reputation.

02 - I have a regular small business, why do I need to worry about branding?


As stated above, through clear, honest and direct branding, potential customers understand who you are and what you can do. You can generate the world's best ideas for making money in business, but if people can't describe you in one sentence, your message may be blurry and not clear to people. This can have serious consequences in the long run.

A small business is like a small fish in a large pond. Nobody knows who you are. Honestly, nobody is interested. Using branding allows you to approach specific niches in order to launch word of mouth in the future. You need something that sets you apart from the crowd, rather than blending in with everyone else. There is a competition for attention here, and building a brand strategy around what gets into the minds of your customers is a key, very difficult task. Please don't make the mistake of indifference to branding. Too many small businesses fail to recognize the potential for branding to be a key player in their own field.

03 - What's the difference between branding and logo?


Many people make the mistake of thinking that a company's branding is their logo. But this is not the case.
If a brand is a holistic view of who you are as a company (or as an individual), then a branding system is a collection of visual and design elements that help tell your customer story.

Your logo is one of the most important parts of your business, the only digital element in your entire brand. If your brand is a mother, then the logo is her son.


04 - How do you feel about ready-made logo templates? Why don't you recommend using them?


Let's start with why a logo is so important.

Your logo is a visual tool that immediately tells people who you are. People are complex creatures, and they will form thousands of different opinions about you and your company in the first 5 seconds when they look at your logo.

To begin with, people are simple, jaded, cynical and selfish. So, if Cinderella comes to the ball in a dress torn to shreds, people will question her quality. They will think that she belongs to the lower class. In a single case, this may be true. At least that's how people think. If you skimp on logo quality, you can expect people to think your business is also of low quality. If your logo looks outdated or you use a poorly readable font, then people don't get a good picture of you.

Of course, you can use a generic logo that can speak to your audience the way you want, but in most cases this simply won't happen. Chances are, it will look like a million other companies doing the same thing as you. Remember that if you want to stand out, then first of all prove to yourself that you have the highest level of skill and quality. And how are you going to achieve this if you're using some sort of stamped logo from Fiverr? In most (but not all) cases, you cannot.


05 - Is my logo challenging? What are the benefits of using a simple logo?


There are a few things to keep in mind when creating your logo. First, this mark will be used with a variety of media. Most likely this will be your website, business card, printed invoices / letterheads, company uniforms, and more.

In most cases, a simple logo makes it easy to scale to these formats. You need to understand how the logo will look both in the case of an extra-large size, and when it is reduced by 100-1000%. Simplicity will serve you best in most cases. However, creating a minimal logo to represent your style is a daunting task. Again, don't rely on someone to "design" your $ 5 logo. Such designers will just do something they like. How does this help you?


06 - What file format should be requested from the designer (or made by yourself) in order to print business cards?


Whether you design the logo yourself or pay a designer to help you, make sure you have the original file (for future modifications) as well as PDFs based on CMYK (a color format for printing other than RGB for digital screens) that are needed for typography.

07 - What programs do you recommend for developing a branding system?


A brand is not only about the visual system you create (messaging, presentation style, etc.). However, keep in mind that whatever you create needs to be created in vector format. Vector is a format that allows you to scale without losing quality.

A vector is based on computational mathematics, where the bitmap format (photographs, for example) specifies the number of pixels in which it operates. Scaling a photo up and down can lead to very blurry results and loss of quality. With vectors this is not a problem, your images will always remain absolutely sharp.

The best software that uses vector format for printing is Adobe Illustrator. Also Sketch is very close to it, and I heard that Affinity Designer is also a good tool.


08 - As a designer, what are the key questions you ask the client before starting the logo design phase? What do you use for inspiration?


This list is not exhaustive, but it can help start a conversation:

How do you see your new logo?

What is the age range of the target audience?

What feeling or message do you want to convey with the logo?

What logos appeal to you and why?

Designers work with colors that speak different psychological patterns, so it's best to focus on the shape of the logo (in a gray color space first) before filling the logo with colors. Check out Dribbble and Behance for inspiration.

09 - When budgeting initially, what are the most important branding elements? (business cards, website, etc.)


First of all, you need to have your business idea and strategy already thought out before you start thinking about designing the visual elements of your brand.

If you're at the point where you need to dive into digital design, the best place to start is with a logo.

You don't want to design a logo and then think about how your business is adapting to it? Your logo should initially speak for your business.

If you have a logo, you can put it on various websites like Facebook, Twitter, and other social platforms to kickstart your company's presence in the market.

After that, move on to the business cards, and only then to the full website. There are excellent low-cost starter platforms as well. Great website themes can be purchased from WordPress, Shopify, and SquareSpace.


10 - What's the best way to show my brand to people?


Just remember that a brand is never complete as it is a living system, but keep in mind that once a brand has been created, you have to do a lot of marketing and promote your brand with a social strategy.

Launch various social media accounts (Facebook, Twitter, and Medium) and get the chance to blog frequently about your industry and your perspective (which is what I'm doing right now).

Just like you, people compete against thousands of companies every week to stand out! You have to come close to this issue and do your best to be someone who creates valuable content. Do that and people will naturally deepen their knowledge of you, your brand, and possibly support you as a new company with their hard earned cash, Development Company: AI, Blockchain, IoT, Kyiv, Ukraine.