Imagine if every single person thought the name of your company was something different. Not just a slight mispronounciation, but a fundamentally different word altogether. They would not know what to call your business, they would not know how to find it, how to search for it online and thus, they would be unable to ever actually hire and work with you.

This is the situation a small business found themselves in. A low investment into a brand logo that was designed esthetically but not legibly led the company to waste tens of thousands of dollars on wasted marketing materials, product packaging and merchandise.

In this episode of Beyond the Image, host James Patrick discusses the role of branding and what all creatives (including photographers) should be mindful of when working on creative for their clients.

Connect with james at https://jamespatrick.com/