Around here, we believe memorable brands aren’t just born. They’re created. However, if you’re working with limited resources, creating a new brand and doing it well might feel just out of reach.

Good news. It’s not.

Even in less-than-ideal conditions, you can create a visual identity that makes your company’s brand unforgettable. We’re going to share our tips for how you can make a memorable brand and visual identity when every penny counts.

Three characteristics of unique brands

Think of the brands you grew up with. You can hear the first couple of notes of a jingle or see a catchy tagline and know exactly which brand it belongs to. And while you might remember them for these reasons, you recognize what they look like because of their visual identities.

Memorable brands have this title because they share three traits that make them distinctive.

Consistent
Their brands are cohesive and don’t stray from their established style guide no matter where they’re seen.

Recognizable
Companies with simplistic, easy-to-identify logos and other design elements make it easy for people to say, “Hey, I know them!”

Authentic
Whether the company’s story is about its origin, values, or other impactful qualities, it emotionally connects to people and reflects them.

But even with these characteristics, does it need to be expensive to create a memorable brand identity? Nope. You can design a visual brand on a budget without sacrificing quality.

Building a memorable visual identity on a budget

Now that you know the attributes extraordinary brands have, let’s explore how you can create a visual identity while getting the most out of your budget.

Strategy first, design later
It might sound strange to hear this, but going directly into design without a solid brand strategy will not help your budget in the long run. Jumping straight into designing your brand can lead to spending additional time and money later on fixing inconsistencies between assets or realigning them with the right audiences.

However, starting with a sound strategy will guide the design because there’s a clear path to take when communicating your visual message.

Spend on core brand elements
With your brand strategy in place, next, you’ll focus on the essentials (e.g., logo, color palette, and typography) and branch out with additional assets as your company grows. For this, it makes sense to work with a brand designer who can create a package of the fundamentals, which is usually more cost-effective.

Start with a simple style guide
Brand style guides can range from dozens of pages to a one-pager with a quick overview explaining how to use the company’s logo, fonts, and colors. The one-pager provides a good starting point, which can be expanded as the brand evolves.

Prioritize high-impact visuals
As part of your marketing strategy, you’ll naturally want to focus on the channels where your audience lives. In these places (e.g., social media, print ads, video, etc.), you can maximize your budget by getting in front of the people you want to reach with images that can be used multiple times over a campaign, season, or year.

Repurpose design assets
Memorable brands are also flexible. When you have a set of versatile templated branded designs, you can reuse them across channels with minimal edits to the overall creative.

However, if you’ve reached the point where you need more creative expertise, it might be time to turn to professionals who can take the pressure off.

Working with pros while on a budget

Sometimes, you have to bring in the big guns to design your logo or develop your brand’s visual identity. While there is a cost associated with hiring a designer, it doesn’t mean the engagement will be cost-prohibitive. They can work with you to find the best solution for your budget.
And, remember, you don’t have to do everything at once.

Designers can help you prioritize what should be done first. Maybe you don’t need a full brand identity with multiple assets, illustrations, or a style guide showing every use case or promotional channel. You could begin with a logo design and go from there.

It’s less expensive, and the result will give you a professional logo that will scale with your business and provide a base to continue building on.

Working with what you have

Creating a memorable brand doesn’t need to have big bucks behind it. What it needs is to have a strong strategy, versatile visuals, and, of course, professional support when necessary.

Stretching your budget doesn’t mean going with the cheapest option. You can take a step-by-step approach to creating your brand elements, starting with the essentials of your visual identity—like your logo, fonts, and color palette.

Starting with the essentials helps you make the most of your budget, provides the company with a solid visual foundation, and ensures the brand is remembered for the right reasons.