10 Questions
What is clip art, and why should it be avoided in business identity creation?
Free image/cartoon graphics that are often overused and lack uniqueness
Why is it beneficial to hire a professional designer to create your brochure?
You will benefit from their design and marketing experience
What should you ask for from a designer before committing to their services?
A written quotation
What is a 'copy-ready proof' in the context of design?
A mock-up of how the finished design will look
Why is it important to see examples of a designer's work before hiring them?
To determine the quality of their work and get an overall impression of their design style
What type of business may benefit from investing in a professionally designed brochure?
High-value product sales
Why is it important to check the quality of the print and paper in a designer's samples?
To get an overall impression of the design and its quality
What is a potential drawback of using clip art in business identity creation?
It may be overused and lack uniqueness
What is the benefit of having a professional design your marketing materials?
It will increase your credibility
What should you do before hiring a designer to create your marketing materials?
Ask for a written quotation and review their work
Study Notes
Choosing a Business Name
- A business name should be imaginative and not restrictive to future growth or diversity.
- Avoid using a name that is too specific, as it may limit your business to a particular area or product.
- Consider a name that conjures up intriguing possibilities, such as "Creative Breaks Cornwall".
- A strap line can be added to business advertisements, websites, etc. to provide more context, e.g. "Discovering the artist within".
- A business name doesn't have to describe or suggest what the business offers, e.g. Amazon, Virgin Group.
Avoiding Cliche Names
- Avoid using cliché business names, e.g. Green Fingers Gardening Company, Joe's Bloomers, etc.
- These names may seem unique at first, but may not be unique in the long run.
- Avoid using names that are too common or generic.
Bargain Hunting
- If a business offers lower prices than competitors, consider including this information in the business name.
- Use a word like "warehouse" to suggest large quantities at low prices, e.g. "The Fisherman's Warehouse - Cheapest tackle online".
Personalizing the Name
- Personalize the business name by including the owner's name, e.g. "Joe's Fisherman's Warehouse".
- This can create a feeling of trust and credibility, especially in businesses that involve looking after something valuable.
- Including the owner's name can make the business seem more personal and relatable.
Brand Identity
- Avoid using clip art in business branding, as it can make the business seem unprofessional.
- Consider commissioning a graphic designer to create unique and professional branding.
- A clean, crisp letterhead is easier to read and more professional than a multi-coloured design.
Brochures
- Brochures can be an important marketing tool for businesses.
- Consider hiring a professional designer to create a brochure, as it can pay dividends in the long run.
- When hiring a designer, make sure to:
- See examples of their work.
- Ask for a written quotation.
- Insist on copy-ready proofs.
Learn how to choose a business name that is imaginative and not restrictive. Understand the importance of naming a business effectively.
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