If you look around the Boston area , you'll notice many businesses that simply display the type of business they're in. They have little or no brand identity. No way to differentiate themselves from their staunch competitors. No tagline or positioning statement to show what they do that their competition is not willing to do.

You've got to have an attitude to compete in New England today, especially with so many choices and so many distractions for your prospect's attention.

A professionally designed logo and tagline will greatly improve your image and begin to show the values that you hold dear, as an integral part of the Boston community. Rather than just a billboard screaming “PERFUME.”

We don't need to tell you that's it's a crowded marketplace. Positioning is no accident. It is the result of planning, preparation and hard work. Can everyone in your company answer the following questions? Be honest.

• What We Aspire To Be (Vision)
• Who We Are (Elevator Statement)
• What We Do (50 words or less)
• Which Market Segment We Play In (Market Category)
• Who We Do It For (Verticals / Target Customer)
• How We Do It (Product / Service Categories)
• Who is your target customer (Title, Gender, Age, etc...)

Now ask yourself these questions:

• What is your unique value proposition (UVP)
• On your collateral (website, white papers, etc...) could you replace your company name with your competitors and no one would know the difference? Don't kid yourself - this is true for most companies.
• Does your image match your market? Does your logo, message, website, and collateral reflect your brand?

Professional Graphic Designers & Copywriters can incorporate the many proven elements when developing a brand identity for clients, whether it is a brochure design, logo, business cards, stationery or annual report. Here are some examples:

• Use a typeface that reflects the image you want and be consistent throughout the media.
• Keep it simple and don't confuse people with complicated percentages and restrictions.
• Use your name and logo on all of your marketing materials. Brochures, business cards, point of purchase displays, signage.
• Make it easy for the reader to respond to direct mail and direct response vehicles, offline and online.
• Use mini headlines, bullets and tags to break up copy.
• Use graphics or pictures to invite the reader to explore your copy.
• Know your colors. Consumers are attracted to certain colors.
  • Red for recall and action
  • Yellow to be eye catching and happiness
  • Green shows you're stable, reassuring and secure
  • Blue is soothing, quiet, cool and orderly. Don't use blue if you want people to concentrate

A study done in Cleveland, Ohio by a quick printer, tested different color reply cards for his in house self mailers. Of all the colored post cards, pink pulled the best! Test your color instincts and find out what works best for you.

Hiring a professional graphic designer in the Boston area may be more affordable than you think. Plus you'll have more control over the project when you can personally oversee the Graphic Design professionals. Have a look at some of the creative samples.