This is where we talk about one of the critical tools used to brand
your business, the logo. We’re
starting with a discussion on logos because it’s not one of the tools
that you can drop into an envelope and send to your customers
by itself. For a start up, it’s a building block that when combined
with all the other marketing tools will set about doing the job of
branding your company.
When used effectively, it becomes is the most highly recognized part
of your marketing and advertising efforts. The thought is that this
branding will translate to increased sales and growth for your business.
It’s a tried and true method used by companies large and small with
tremendous success.
There’s always a question of when and how it should be created. Some
experts feel that you should invest in a professional logo design from
day one. Others think you should wait until your business is
established to invest in a logo. Here are some things to consider
regarding how much you should invest in the logo whenever you decide to
create your design.
Here’s a common scenario… You’re just starting out, maybe your budget
is tight and you’re not sure if you should invest in graphic design
services for your logo. You have no graphic design experience, but how
hard could it be, right? With all the off the shelf graphic design
programs and royalty free clip images, you get the idea that you can use
your computer to create a logo for your business. Problem solved.
Right? Well…maybe not. Before opting for this do it yourself (DIY)
choice, please take a moment to think about your business, and your long
term goals.
A poorly designed, low quality image may send the wrong message to
potential customers. There are a number of things to consider beyond
the image itself. Think of the
impact your logo will have on your ability to do the kind of business you want to do, as well as the
kinds of relationships that will be impacted by your logo design:
1. First Impressions Last - Have you ever received a
business card that was printed on the family ink jet computer? Think
about how that made you feel when you saw it, versus how you’ve felt
when you received a professionally printed business card. Low quality,
home printed materials are a good indicator that you’re a rookie who may not have the resources to obtain quality items.
It creates doubt in the minds of your customers. They think that if
you don’t have the resources for professional printing, what else is
missing? It’s important to present a professional image and highlight
your strengths to build confidence with your customers. Remove as many
doubts, blaring red flags and fears as possible about your business and
your ability to handle the job.
A professional marketing package will take you a long way to reaching
that goal. Therefore your logo, coming out of the gate should be
polished to present the best possible image for your company.
Remember the saying:
You don’t get a second chance to make a good first impression.
In essence, your logo will play a major role in setting the tone for
your business and it should speak to the character, values and quality
of the products and services you’re offering, as well as the audience
you want to attract. For example, if your business theme is happy, fun
and carefree, that should be reflected in your logo. If your logo
design unintentionally sends the opposite message, you may miss the
audience and the business opportunities you’re looking for.
2. The Long Haul - Over the life of your business,
your logo will be placed on every marketing piece, every piece of
letterhead, invoices, business cards, advertising, signs, billboards,
apparel, proposals, business plans, your website and so much more. This
is your brand, the icon used to identify your company. It’s a unique
combination of symbols, colors, and shapes that your customers,
employees, the general public, and even your competitors will associate
with the great experiences they have (or will have) with your company.
You want it to represent you well over the long haul.
3. Credibility – Even though money may be tight in
the beginning, investing in a professional looking image will go a long
way toward seeing your business recognized and taken seriously by
investors
and those you
intend to do business with. Changing logos can be devastating for any
business. Once your customers get used to seeing your logo and they make
the connection between the symbol and your business, there’s no turning
back. Change the colors, change the background, but when you change
the logo, you’re forcing your customers make the transition to learning
what that represents all over again. In some ways, it’s like starting
from square one. When was the last time you saw a major brand change
their logo? You won’t see it much unless there is some catastrophe that
is associated with a brand that makes it virtually useless. Brands
become intangible assets that companies spend a ton of money to
maintain.
4. Pride… Not Embarrassment - Think of how
you
feel (what descriptive words come to mind) when you see the logos of
popular brands. When I’m out riding in the car with my three year old
grandson, he already recognizes “Toys R Us” from viewing their signage.
It brings a reaction that usually results in his asking me or his
parents to visit the store. This is branding at its best.
Think of how you want your customers to feel when they see at your
logo. How will your employees feel wearing your logo or handing out
their card with your logo imprinted on it? When they look at your
marketing materials, what feelings do you want them to have? Pride or
anxiety? You certainly don’t want them to give out marketing materials
with a low quality clip art design, do you?
Think of your business, and what you hope will come to mind when
potential customers, investors and prospects receive your materials? Do
you want them to think of descriptions like excitement, strength,
integrity, stability, happiness, style, class, fun, tranquility, energy
etc. Or do you want them to anxiously smile and say something like,
don’t call us, we’ll call you? If you want to be recognized for the
image you’re trying to project, consider these factors when selecting
the method for creating your logo. A great logo will work well to
promote your business and will eventually stand on its own. A low
quality logo can make the most knowledgeable person seem lack luster.
5. Print-ability- When you think of how your logo
will be designed (DIY or graphic designer) keep in mind that a
professional designer will (or should) provide you with camera ready,
color separated art files that can be taken to any printer that will
handle your marketing materials. This means that your logo will be
created in a vector based program like Illustrator and ready for high
quality printing. Raster based programs will create images that result
are low quality and when enlarged, will result in a stair step, pixel
based image that has blurred, distorted edges. Printing companies,
including
promotional product manufacturers will charge more to convert
your files to a vector based format.
All things considered, that simple little symbol, shape or
combination thereof along with colors, word choices, and fonts; when
pulled together, says a lot about your business. Make sure it says the
right
thing, and will illicit the responses you want from your customers when
they see it. Once you have a prototype, ask your team members, friends
and family for feedback. Ask them how they feel or for words that
describe how they feel when they look at your logo. If there’s a match
between your intentions and their impressions, you’re on the right
track.
I can’t think of any instance where you would want to send a message
that says low quality, cheap or amateur if you’re trying to build and
grow your business. You don’t have to spend a fortune on your logo but
you should invest time in finding a professional to create your design.
You should also have a general idea of the theme, color, fonts etc that
you might want to use. And by all means, consider the factors above
before crafting this very important business tool.
Contact us for help with your next project! Stay in touch on Google+, Facebook and Twitter: Visit our website and Request a Quote.
If you're stumped for a reason to connect with your customers, we have the answer! Holidays and national observances create the wonderful opportunities to connect with your customers. They provide a reason to sponsor a holidays that are meaningful to your target audience, to create awareness about a cause you support, educate customers on an interesting topic, or offer a coupon or discount in honor of a special moment in time. 
