By Wendy Rall Volume 2, Article 4
You’ve worked hard and have invested a great deal of time and effort to get your business to where it is today. As you prepare to launch your product or service, it’s important to recognize that your brand image is a direct reflection of your business. What kind of impression do you want to make on potential clients? Are you content with being mediocre, or do you want to stand out?
In the rapidly growing and competitive cannabis market, your visual image is what differentiates your product from others that are similar. Your logo is the foundation of your brand identity, and must be consistent across your entire marketing platform. When developing the visual image of your business, you should work with an experienced design professional. By doing so, you can rest assured that your design projects will be delivered correctly, and in a timely and courteous manner.
Over the past year, I have met many working professionals in the cannabis industry and one of their common complaints is, “I have a designer, but s/he never gets back to me.” An experienced design professional will be easy to reach and will treat you with respect. In addition, your designer will know how to properly prepare digital art files for both print and web usage.
When searching for a design professional, consider speaking to potential candidates on the phone. By getting to know one another, and by outlining both parties’ expectations up front, you can establish a rapport. If the communication is stressed from the beginning, move on to the next candidate. When choosing your designer, also ask for a reference or check linkedin.com or other blogs where businesses may have posted reviews about that particular designer.
During the process of developing your brand identity, you will be sharing your ideas and goals with your designer. You will want to work with someone you can communicate with easily, who listens well, and who understands your vision. If you do not have a vision, they will help you develop one that suits your needs.
A professional designer will work in tandem with you to help you achieve your goals, not hinder them.
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