Colors. Many businesses choose to associate with a certain color, or set of colors. This strategy allows the printing of the business logo on promotional products that match the company’s colors, which can allow for easier recognition of the brand. For example, a healthcare company that uses a certain hue of blue may want to have t-shirts and pens printed with the company logo that match the same shade of blue that is used on their brochures and other marketing collateral. Do some research about the color psychology that matches your brand feeling, and consult your logo designer on color palettes that will not go out of style. Again, as with the logo design, a professional can help you develop color selections that will convey the right impression.

Tagline or Slogan. A tagline or slogan is a short phrase often appearing with the business name on printed materials that helps to describe what the business does or evoke an emotion that you want to be associated with your business. Taglines can also be beneficial in differentiating your business from that of your competitors’ by pointing out key features and benefits of your services. Taglines should be short, simple and memorable. Taglines are meant to withstand the test of time, and should be designed to stand by your business for many years. Slogans, on the other hand, are often designed for a specific marketing campaign and can change as frequently as you change your marketing focus. Consider working with a professional marketing consultant to generate prospective tag lines and campaign slogans, and get feedback from valued business partners, colleagues, and associates.

Business Cards. Everyone needs a good business card. As an independent consultant, the cost difference between cheap business cards and high end cards will be almost meaningless over the course of a year – and yet that difference of $100 can mean deals won or lost. Have your logo designer make you a business card design while they are at it. Unless you are in a creative field, don’t try to get too innovative with the card. Remember that less is more – restrict your card to the basic contact information someone will need to reach you, and resist the urge to list multiple email addresses and multiple phone numbers. Put only the main number and main email clients should use to reach you – and remember to use a professional business email address. Avoid discount online printers, or at least upgrade for a thicker paper and perhaps the raised thermography lettering. Try to leave blank space – at least on the back – so that a potential client can write a note on the back of your card and remember who you are.

Website. Last but not least, a website. Sooner or later, you will need one, so make sure you registered the domain name you wanted from the start. Unless you are a professional web developer with very current design skills, you should not attempt to build your own site. It is not worth your time, and an outdated or hard to navigate site can hurt you more than it helps you. Don’t let a friend build your website either; unless they are a full time web site building professional, the site is likely to be outdated, hard to maintain, and less than user friendly. You also probably do not need a custom enterprise-grade site with all the bells and whistles. Use a professional web design and hosting package service – they are abundant, easy to use, and affordable. For a few hundred dollars, plus a hosting package, you can be up and rolling in mere hours with a professional, up to date, and user friendly web presence. Simply select a template, pick a hosting package, and use the online interface to enter the content to your web pages.

Soon you’ll be set up with a complete business identity as a professional consultant, complete with name, logo, business cards, and website. After that, it will be up to you to breathe life into your new brand identity by providing memorable and high quality professional consulting services.

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