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.
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