Welcome to Zanda

Logo Design and Brandmark Creation For Emerging Entrepreneurs: Short-Term Profit Or Long-Term Equity?

For emerging entrepreneurs in this recession there is much confusion about building a brand and promoting a brand. Should you spend the money now or later - when you are generating profits - on creating a brandmark (logo). They both have to happen but it is more important for them to happen in the right order. A blockbuster feature film is a perfect example, the archetype, of the right package. The following analogy should clarify the above brand issues. A film has only one chance to get it right. If it turns out a flop, it cannot be repackaged and redistributed.

Brandmark Creation: New (revolution) or Redesign (evolution)?

Few brands enter adulthood with the same face they started life with. Financial pressure and budget constraints at the birth of a brand often do not allow for the use of a professional designer. A friend or relative or somebody artistic (most of the time with no skills except art as a subject at school) is given the task of creating a brand (designing a logo). Bad designers, the personal taste and interference of a non-designer ("I want to show it to my wife/PA and ask her opinion") also cause mistakes along the way.