ProblemBrand
Why does our brand look different everywhere?
It happens gradually: a logo redrawn by a printer, a flyer made in a hurry, a page set up by a relative. Customers notice the result as doubt, even if they cannot say why.
A brand looks inconsistent when there is no single master logo file and no written rules, so everyone who makes something guesses. Lay everything side by side: the sign, a business card, an invoice, the Facebook page, a flyer. Choose one logo, two colours and one typeface, write them down on one page, and replace the worst offenders first.
What you see, and what it usually means
| What you see | What it usually means |
|---|---|
| The logo on the sign differs from the one on Facebook | There is no single master file. |
| Every flyer uses different colours | The colours were never written down. |
| The business name is spelled or shortened in several ways | No agreed way to write the name. |
| The logo is blurry when printed large | Only a small picture exists, not the original artwork. |
| Customers ask “is this the same company?” | The inconsistency is now costing trust. |
What you can do yourself
These cost nothing but time.
Lay it all out
Photograph the sign, a card, an invoice, the vehicle, a flyer, and screenshot each online page. Put them side by side.
Find the original logo file
Ask whoever made it for the artwork file, not a picture. If it cannot be found, it will need redrawing.
Pick the one true version
One logo, one way of writing the name.
Write down two colours and one typeface
Note the exact colour codes. Use them for everything from now on.
Put it on one page
Logo, colours, typeface, the one-sentence description. Give that page to everyone who makes anything for you.
Fix what customers see most
The Facebook profile picture, the WhatsApp picture and the invoice first. The sign when you can afford it.
- No usable logo file exists.
- You are tendering, seeking funding or opening a second branch.
- The business has changed and the old look says the wrong thing.
What we would do
We tidy or redraw the logo so it stays recognisable, set the colours and type, and write a short set of brand rules. You receive the master files and templates for the things you make most often.
Branding and design work is quoted after a short brief.
Common questions
Do we need a new logo?
Usually not. If customers recognise the current one, it is better to redraw it cleanly and use it consistently than to start again.
What are brand guidelines?
A short document that shows the logo, the colours, the typeface and how to use them. For a small business, one or two pages is enough.
Does branding bring customers?
Not directly. It makes the marketing you do pay for work better, because people recognise you the second time they see you.
Tell us your budget. We will send back a plan.
Say what you are marketing, who you want to reach and what you can spend. You get a written plan with the channels, the duration and a traffic target before you pay anything.