Podcast
Questions and Answers
What is clip art, and why should it be avoided in business identity creation?
What is clip art, and why should it be avoided in business identity creation?
- A brand of professional design software
- Free image/cartoon graphics that are often overused and lack uniqueness (correct)
- Custom-designed graphics that are too expensive for small businesses
- A type of font that is hard to read
Why is it beneficial to hire a professional designer to create your brochure?
Why is it beneficial to hire a professional designer to create your brochure?
- They will design your brochure quickly
- You will benefit from their design and marketing experience (correct)
- They will only use clip art
- They will work for free
What should you ask for from a designer before committing to their services?
What should you ask for from a designer before committing to their services?
- A written quotation (correct)
- A sample of their favorite design
- A discount on their services
- A verbal quote
What is a 'copy-ready proof' in the context of design?
What is a 'copy-ready proof' in the context of design?
Why is it important to see examples of a designer's work before hiring them?
Why is it important to see examples of a designer's work before hiring them?
What type of business may benefit from investing in a professionally designed brochure?
What type of business may benefit from investing in a professionally designed brochure?
Why is it important to check the quality of the print and paper in a designer's samples?
Why is it important to check the quality of the print and paper in a designer's samples?
What is a potential drawback of using clip art in business identity creation?
What is a potential drawback of using clip art in business identity creation?
What is the benefit of having a professional design your marketing materials?
What is the benefit of having a professional design your marketing materials?
What should you do before hiring a designer to create your marketing materials?
What should you do before hiring a designer to create your marketing materials?
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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.
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