Design a better brand for your service-based company

Kevin Mullins

Hardhat-wearing, machinery running service-based companies are focused on getting the job done. For many of you, you’ve built your business on stuff like outstanding service, great products, and growing by word of mouth. I know, our managing director is the son of an oil-man.

Things like a great reputation and a no-nonsense work ethic are as essential today as they were 50 years ago, but the rules of the game have changed. These alone won’t deliver an increase in inbound marketing leads that is so important for business today.

Gone are the days when manufacturing, logistics, transportation, oil & gas, and construction companies could ignore branding and digital strategies and remain competitive.

Your service-based company brand shouldn’t can’t be boring and unforgettable today. If you want to:

  • Unlock growth;
  • Attract top talent;
  • Extend your service areas;
  • Steal a competitors market share;

you have to make your brand and your marketing strategy a top priority. Here are three brand design tips to point you in the right direction.

1. It’s All About the Fonts, Baby

In choosing fonts, less is more.

Great design (whether in print or web) typically only has 2-3 fonts. In modern digital design, the rules are a bit more relaxed, especially when pairing fonts together. When I started designing professionally back in the early 2000s, the guidelines were more strict when, for example, someone wanted to pair a san serif font with a serif font. A big no-no back then! With all the new, exciting typefaces today, finding font pairs is much easier, no matter the style.

Just make sure the fonts you choose share similar characteristics. (and please no comic sans!)

Popular tools to help you choose the right fonts:

2. Think Again About Color

The colors you select for your design set the tone for the overall look and feel of your brand.

When choosing colors, keep in mind what you want to convey.

Is your company’s brand associated with longevity and tradition?
Excitement and innovation?
Durability and strength?

The colors you choose will either favor your brand or undermine it. For example, color psychology tells us that red makes consumers feel warm, loved, and comforted. Is it any wonder then that many fast food companies choose red as their brand’s color of choice? Remember, the right color palette can make or break your brand positioning.

Here are two color theory websites to help you pick an attractive color palette.

3. Keep Your Objects In Order

If you want to make your design stand out from the rest, another overlooked, but crucial factor is alignment.

Nothing makes your company’s brand design look more amateur than misaligned objects and text. Think about all the touch points and channels you put your branding on; external signage, apparel, packaging, and digital assets.

Misalignment in your branding can destroy your market recognition and kill your budget. Who wants to have to reorder expensive outdoor signage again? Alignment is critical to making your design stand out in a crowd.

In design, Marie Kondo’s ( philosophy is indispensable — keep only those things that “spark joy.”

“Keep only those things that spark joy.”

— Marie Kondo

A fresh, modern brand design should be clean, color-appropriate, and aligned. It should make you proud and put a smile on your customer’s face.

If you’re considering designing your branding, these tips will help produce great results. If you’re looking for professional help, talk to us. We build brands with conviction and grit and help businesses like yours gain the advantage online. Let’s start a conversation.

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