We were recently hired by Work-Relay to execute a complete site makeover and a full variety of branding initiatives. Work-Relay is an Austin, Texas based company that developed a SalesForce app to redefine business process management. The tool makes complex processes accessible to everyone in an organization, even users with extremely limited tech experience. Thus, Work-Relay created a better system to plan, execute, manage and analyze work throughout any organization. Our mission was to create tangible branding that would inform Work-Relay’s app, website, pitch-deck and marketing.
In order to do this we did more than develop an updated WordPress website for Work-Relay with custom slides, images and a email signup form on their live domain. We also created a custom logo and color palette for work-relay’s website, app, print materials and banners for trade shows. These initiatives created recognizable branding that now sets Work-Relay apart. After completing this branding project for Work-Relay, we were inspired to share a few simple tips for small business branding with the world.
1. Clearly Define Your Brand
It’s important to review the services or products that your business offers, clearly identify the space in the market and understand the customers or clients that you plan to target. You should start branding around these attributes once they are established.
2. Stand Out
One of the most crucial aspects of branding is making sure your company stands out from competitors; clients and customers need to be able to easily recognize your brand. Don’t be afraid to be innovative and bold, as long as you are standing out to your identified target audience.
3. Create a Unique Logo
Original logo creation goes hand-in-hand with branding and standing out. A unique logo sets a company apart from competition, while creating professionalism and branding pride. We created an original logo for Work-Relay that is attention grabbing, visually appealing and easily recognizable for branding purposes.
4. Decipher an Original and Appealing Color Scheme
Determining a consistent color scheme also goes hand-in-hand with standing our and original logo creation. You want to make sure to have something that is aesthetic, yet attention grabbing, while being appropriate for the right audience, yet unique from what is being used by your company’s competitors. For Work-Relay, we used bright colors and black-and-white to create an eye-grabbing color scheme that
5. Consistency of Online and Print Branding Initiatives
It’s extremely important to remain consistent in both online and print branding initiatives; this ensures the highest degree of recognizability. We created Work-Relay’s website as well as print materials and banners for the company’s trade shows with the same color scheme and logo. We made sure to keep both online and print branding consistent; therefore creating the most recognizable branding for Work-Relay.