DIY Small Business Branding: Starting with the Logo

From an illustrator/ brand designer specializing in small business branding and illustration design

So you want to design the branding for your small business yourself? Let’s start with the logo!

I get it, professional branding is expensive and logos look so simple. Why not try it yourself?

Well to start, when it comes to illustration design or small business branding ‘simple’ is complicated. It’s much more difficult to design something memorable when you’re trying to make sure it’s easy to understand AND conveys your message properly AND it’s simple enough to be easily replicated. As you’re about to find out there’s a major difference between having a logo that’s a placeholder and a logo that really works for you. 

So here’s how to start. 

1. Commit to having a logo in the first place. I see this alot with small businesses where they just change the font of the name and don’t create any image. That can be a little effective, but images are much easier to remember than words and that’s important if you want to stick in your customer’s head.

2. Know what to avoid. You want something that works for you and your unique business so you don’t just want to copy everyone else. Don’t just create a shape and add the initials of your business’s name.

3. Keep your goal in mind while staying away from the obvious, if you're a coffee place don’t just doodle a coffee cup, put a twist on it that has to do with what makes your business special and tie that back to the product/ service you offer. 

4. Showcase your mission. What ideas make your business special and unique, what makes it worth your customers. Include this in your logo so that people know to identify that with your business. 

You’ve got to do all that with a ‘simple’ image. Sounds like a lot right? Ideally your business can speak for itself, and maybe it can, you might be the best in your niche. But trust me it is worth it. A good brand identity not only makes you stand out and gives you a professional look to match your quality work, but gives you a chance to show what truly makes your business unique and worth it. On top of that, a good logo gives your customers something to interact with. They'll spread the word, or buy merch, or just come in more often because they can’t get your business out of their head.

If you want to learn even more about what makes a great logo here’s another great article on some design principles: https://www.vistaprint.com/hub/principles-of-logo-design?srsltid=AfmBOoqpSqhVIXVPXMyy3BZxOShAz_XDW6Rpz1sCqrCz5Gbcsyd9sac4

So what’s the first concrete step to design?Brainstorming! 

You want to be really clear on what your goal is with your business, how are you different from others in your industry/ niche. Why did you start, what do you want your customers to experience? This is how I start with all my clients. Once they’ve filled me in I’ll often start with word lists, and then I start with sketches. Figure out what you want to convey and what’s associated with your business. Where’s the overlap? How can you play with it to convey your mission clearly AND showcase what’s unique about your idea?

You're probably thinking this sounds like a lot of complicated work and you’re not wrong.

So here's my advice as a small business brand designer: 

Either spend the money and hire someone at the beginning so you can start strong and stand out OR come up with a placeholder and wait until you get some customers and feel a little more stable, then really go all out with a big rebrand. You can do this gradually/ piece by piece if that works better for you or all at once (these are actually my favorite clients).  

You can check out my small business branding package, including logos, here: https://www.kamillaillustration.com/small-business-branding

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