Eclipse Marketing & Design LLC
Small Business Identity Services
Your business’ identity is more than just a logo; it is the graphic representation of your business.
The goal of an effective identity strategy is to evoke a feeling of trust, stability and memorability in relation to your business.Â
So, how do I start creating my brand?
Eclipse Marketing & Design approaches each branding project by first conducting an assessment. This detailed questionnaire will help our team better understand your business, your industry, your culture and your goals. These are all vastly important to the small business identity creation process.
The Brand Discovery Assessment asks these questions:
This consists of a sentence or two that explains your company’s goals. It should also contain some information about what your organization is and why it exists.
Does it save your customers money? Does it make their life easier? Can your service help them increase ROI? Think about how exactly you’re helping your target client.
Some examples of an identity personality would be Sincerity, Excitement, Competence, Sophistication and Ruggedness. What do you want your identity to convey?Â
- Masculine/Feminine
- Simple/Intricate
- Grey/Colorful
- Conservative/Extravagant
- Approachable/Authoritative
- Necessity/Luxury
- Fun/Serious
- Professional/Casual
- Modern/Classic
- Sporty/Elegant
- Extreme/Safe
If you don’t know how to answer this, we suggest checking out your competitors and getting a feel for what your industry prefers.Â
For example, ours would be Witty, Edgy, Friendly, Comprehensive & Proficient.
For example, you may not want your Funeral Home to evoke humor. Or maybe you do. Just think about it.Â
Your brand will likely target multiple demographics. Brands that resonate with all target audiences are often more successful.Â
Would your brand hang out with inclusive brands such as Coca-Cola?Â
Think Wilford Brimley or Ryan Reynolds. Well maybe not Wilford Brimley, RIP.Â
Logotype – This format includes your company’s name in stylized typeface and/or your company initials in a simple shape.
Pictorial – This mark includes literal or representative imagery to symbolize your brand. This image is not necessarily part of the logo name.
Abstract Mark – Your logo is recognizable by a symbol. Even without the company name present. Everyone knows Nike because of the Swoosh
Serif Fonts – Times New Roman, Georgia.
Sans-Serif Fonts – Gotham, Arial.
Slab Serif Fonts – Rockwell, Memphis.
Script Fonts – Brush Script, Scriptina.
Blackletter Fonts – Old English.
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Dang... Is it really that important to ask so many questions about a brand?
Yes, there are a lot of questions that need answered before your company can have a brand identity that represents it adequately. But just about every major corporation has answered these questions at some point in their journey. The ones that didn’t, often times had to go back to the drawing board, like these brands… Which is fine. Because even if you have a logo, we can help you rebrand. See below.Â
You May Need a Brand Overhaul
Move the sliders below from left to right to see before and after examples of logos we have rebranded.
Clients we serve
