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Private Investigator Branding

  • April 02, 2018
  • by PInow Staff
  • Articles

Investigators have a plethora of knowledge and unique insight that can provide much-needed help to other investigators or those under investigation. Your depth of knowledge is a valuable resource that aids others and answers their most sensitive questions. However, if your online website and brand are obsolete or nonexistent, that expertise will fall by the wayside; old-fashioned branding can make clients think that your practices may too be outdated. For your company to be viewed seriously, consider what your online presence says about your business. Your company’s brand and online capabilities show to a discerning eye that you are legitimate, modern, and professional.

Being competitive in the online marketing world consists of a variety of products, links, and resources in order to show up in popular searches. However, one less-discussed aspect of online marketing is branding. All established and professional companies should have strong, identifiable brand, consisting of set colors, logo, layout, and messaging.

PI Branding

Private Investigator Branding


The main goal of branding is to create a recognizable design for the company. Choosing a consistent color scheme can play an important role because people will associate certain colors with your company.

Instead of just choosing “blue” as a color scheme, think of the shades and tints of blue you want. Consider choosing specific colors using Google’s Hex Color Picker. Picking specific codes for the colors will make it easier for you to replicate that exact color across the web and marketing materials. These color codes (HEX, RGBA, CMYK) are used in web and graphic design for consistent branding, so be sure to pass along the color code values to your designer.

Good branding colors take advantage of complementary colors. If the base color of your website is blue, consider using a yellow or orange to highlight important calls to action. Additionally, it is typically best to have 2-3 main colors on a site with supporting neutral colors (blacks, whites, and grays) so that you don’t have any competing color schemes.

If you’re having trouble picking ideal branding colors, try using a palette tool to get started.


A company logo ties together branding and creates a feeling of professionalism. A logo should include a company’s color scheme, name, and, perhaps, relevant imagery. Logos are used in a variety of places: from websites, print, online listings, and more. Therefore, it is valuable to invest in at least one version of a company logo to encapsulate your brand.

Since logo use is widespread, it may be worthwhile to invest in two or three versions of your logo for different formats. For example, a horizontally-oriented logo (longer than it is tall) typically work best for websites. However, you may find that a vertically-oriented logo (taller than it is wide) fits perfectly for your company invoices. If you decide to rearrange your logo for multiple uses, be sure the colors, font, and images are the same.

Once your logo ideas are finalized, it is important that the design is clean and unique. Too many graphics, images, or colors can muddy the effect of a design, and result in a logo that is not impactful. Often, simple logos are easy to remember and look best.

Design Layout

A company’s branding often culminates on their website, where all information and resources are available. Remaining competitive with today’s evolving technological landscape, it is important that you have a modern website that reflects your industry. Therefore, avoid clustered website styling, such as small font, too many graphics, and irrelevant content. Don’t make customers search for the information they need. Rather, organize content and provide a clean layout so that your website isn’t overcrowded or overwhelming.

When creating your website, look for layouts that are official and categorized. It can be hard to articulate what this style looks like, but you often want to avoid anything too busy, pop-ups, or advertisements. A layout suitable for a coffee shop or an artist is not always suitable for a private investigator, so aim for a modern design with a specific style but doesn’t detract attention away from the content. Having a professional and clean layout will show that your company cares about presentation.

Layouts don’t just stop at your website. Consider how you want your clients to view the invoices, breakdown of services, and reports. Make sure materials are organized and readable so information can be found easily. Organized reports relate back to branding because how you present your work creates an overall experience and recognizable process.

Consistent Messaging

The content that your company publishes and markets may not be as visual as your company colors, logo, and layouts, but it still plays an important role in branding. Consider using taglines, as they are an effective tool that adds another layer of recognition for businesses. Important content should be consistent, always maintaining a straightforward expectation of the standards and services you provide.

The Effect of Branding

If branding efforts are successful, they have the potential to create a sense of professionalism that customers will appreciate. If your company’s branding is sloppy or nonexistent, new customers will assume that your work is also subpar. Focus on fine-tuning your company’s image to create a reputation of excellence, consistency, organization, and attention to detail.

Need help designing your website and company branding? Try out our one-page website specifically designed for the investigation industry:

Investigator websites >

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