Entry #2: Design Your Brand Identity

Spotlight 12/2012 Entry 2

It’s important to have a “Brand Identity” no matter how big your company.  I’m not just talking about your logo—your Brand is much more than the icon on your business card.

Where does your logo go on documents?  What about the white space around your logo?  Which font and which size do you use so it’s legible?  What’s the correct format of digital files for each platform?  Do you have supporting marketing imagery for the products & services you offer?  Have you developed a color palette for all of your messaging?  Do you have a signature color?

The list goes on.  There are so many elements that go into effective branding.

That’s why every small business needs to develop a Brand Design Guideline.  A BDG easily shares your Best Practices on how your Brand should be represented.  A good BDG will answer all the above questions & more, definitively, so your message stays consistent.  And any company with a well thought-out Identity will always rise to the top over competitors who don’t.

Remember: Your “Brand Identity” is one of the most important assets your business has.  Invest in this area and you’ll be glad you did for years to come.

Brian Smith
Executive Producer
82 South, Inc.
4767 New Broad Street
Orlando, FL 32814
P: 407.964.1082
M: 407.697.7127


About Dan Gallo

I'm a small business lifer, starting/running businesses since I sold seeds door-to-door as a kid in The Bronx. I've played guitar and enjoyed baseball since I was 5 (born a NY Yankees fan). Just prior to marrying Kim in 1983 I became a Christian. We have two sons; Daniel's a musician & social media expert with a smart, insightful sense of humor, and Adam who recently graduated from Brooklyn College double majoring in Creative Writing/Literature and Anthropology. Adam now works in the non-profit sector. Since 2002 one thing we love to do together is go on service/missions trips to Belize. We've collectively spent 60+ weeks in Belize with this missions organization http://twaw.org. I started my 1st company in January 1985, and been self-employed ever since. I sold my last company, Mentor Communications Group, in '04. After 2 years w/ the acquiring company I started The Allasso Group, LLC doing Small Business Consulting, Fund Raising/Capital Raise-up Campaigns, Sales Strategy, Outsourced Sales Agency work, & Digital Marketing Programs (Social Media, SEM, etc.) since April 2006. Notable projects: Hired as Small Business Advocate and Social Media Director for IBM's "Supplier-Connection" - Feb '11-Dec '13. Hired as COO to help turn-around late stage start-up software company myVRM. Jul12-Dec '13 Hired as CEO of CoupleWise.com, a Digital Health2.0 app, to write business plan, raise seed capital, & completely redesign and relaunch the app. Aug '16 I won a Finalist spot for MassChallenge UK's 2016 fall cohort in London from Sept thru Nov. Started Oct15 - Current. I enjoy helping turn-around struggling small businesses, and launching new business ventures. Feel free to contact me with opportunities.
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