Branding YOU Better! – Susan Newman Lerer

Over the last 2 decades my brand identity has changed quite a few times. I played with my icon so many times and it has evolved into the SNDI that I use today. Our business grows and changes just as we do and you shouldn’t be afraid to change it up a bit. You have to feel good about how you are represented in print and on the web, and if what you have doesn’t fit how you feel about yourself or is a true mirror of your business, it may be time for a change.

When I first opened my own business I was so fascinated by the power of what I could manipulate in Photoshop, I wanted to express that in the logo. (See the first one with the circle, approx: 1992). Then I decided to simplify and printed business cards, stationery and envelopes at a local printer in Hoboken, 2 flat colors on a lovely creamy stock. At that time I was starting to play with the SNDI and tried out the shadow effect. (I still have a stack of letterheads and envelopes! That was around 1994.) Then I finally created the SNDI with the 4 compartments separated by lines but it was in a bright, colorful palette, moving into web design and playing with web graphics. It was important for my card to reflect I was web savvy now too! (See the white card with web graphic image toward bottom.)

Then one day I was looking at my logo, card and website and thought, these colors are too bright, too colorful, too in someone’s face, and thought, I’m really more “earth tones.” Ahhhh, that’s better! So you see the next card where I updated the colors of my logo, changed all my print marketing and my website. That was in 2006. I’ve kept that logo for the past few years and I’m quite happy with the way it looks. It feels right to me, it is how I see myself and my company. The most recent card keeps that logo, but I added the background, header graphics that I’m using on my website, blog, Facebook, Twitter and so it seemed fun to add it to the business card. It’s very important to graphically tie your print and web together so it gives people a lasting impression, hopefully one they’ll remember!

I suggest you look at your print and web presence and see if it’s a good fit. If you want a quick consultation, just contact me.

• ← Hot Deal Sites – Are They Helping Promote Businesses or Diluting Brands?
• Jersey City – Does The Heights Have An Image Problem? →