Constructing a powerful brand

Good branding is always important, and especially for entrepreneurs who have recently started a corporation. A brand message that is poignantly conveyed is an important way to attract new customers.

In an article for StartUpNation, marketing expert Stacy Karacostas, offers entrepreneurs website design advice. Karacostas emphasizes that a logo and website are not the epitome of a brand. A company’s brand extends from product design to how the employees dress to how the phone is answered.

A successful brand message reaches the right audience in the right way. This should be consistently conveyed and requires a well thought-out plan, Karacostas writes. This does not mean business owners need to spend a lot of money on brand design. Time and money can be saved if entrepreneurs take an active role in the design process instead of relying on a designer.

The business name is also part of the brand ans should be able to let people know at a glance what you offer and who the target audience is. The font contributes to the feel of a name. When deciding what font to use, Karacostas suggests looking at the fonts of other businesses and identifying what impression they give.

Color controls the emotional response a logo evokes and should be chosen with the ideal client in mind. Entrepreneurs should consider how they want their potential customers to feel when they see the company’s logo. As a brand grows, sometimes it is necessary to change the colors in order to communicate the brand’s new identity.

Melissa Clark
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Melissa Clark

Head of Content & Customer Marketing at Incfile
Melissa sets the vision for Incfile's content marketing and customer relationship management. Melissa has more than 10 years experience in various marketing roles, and a passion for supporting small businesses as they incorporate and grow. She loves sharing information that will help business owners maximize their LLCs, Corporations and Nonprofits. In her spare time, Melissa is an active member of The Junior League and enjoys running half marathons.
Melissa Clark
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