Branding, logo & identity design
Branding includes logo design and corporate identity, however it extends much further than your logo.
Branding can take time to implement, it can also be undermined very easily, consistency is very important.
It is very common for a company to have inconsistent branding. This can give an unprofessional image to customers and competitors alike. The problem often arises when various designers and printers are used to produce the company logos, printed literature, web sites and so on. An inconsistent approach will result is a lack of coherent styling.
The most effective way to avoid this scenario is to find a good graphic designer and build a reliable working relationship.
A brand or style guidline is a useful document and will often be an essential part of the design process. The scope of the brand guide can vary from just one or two pages, covering the basics of the brand style, up to a large multipage document detailing exactly how logos should be used in all situations, ink colours used for various printing methods, typefaces required and how type should be formatted, specific examples of how the brand is implemented across media types, etc. When used correctly these guidlines will ensure that your brand remains consistent and professional.