Why Small Businesses Need Both a Logo and an Identity System
Experts urge small business owners to "brand" their business
- to use a logo and a set of consistent marketing materials. But, they rarely go
into the reasons behind this advice. Here's a list of some of the benefits to
having a professionally designed logo and marketing package:
Not to look so small: Home-printed business cards with
perforated edges, or cards printed with standard designs available through
Microsoft software or online business card vendors (like Vistaprint) scream,
"Small-time vendor!" to your potential clients - and you'll be similarly
compensated.
To increase your chance of getting venture capital or selling a business: If you
present a thorough business package, including marketing materials and graphics,
your business will look more complete.
To attract more clients: Some clients look for a well-defined company
look-and-feel as part of their qualifiers for making a purchasing decision.
To brand yourself: If you're a consultant, you need a logo in order to build an
image and a brand that's bigger than just yourself.
To convey that you are established: A logo and professionally printed materials
show that you are committed to both your business and to your clients.
To give clients a sense of stability: You may not have been in business "Since
1908", but if you've invested in an identity, you're much less likely to fold in
the eyes of your customers. It goes a long way toward building the all-important
"trust" factor.
To be more memorable: Forty percent of people better remember what they see
better than what they hear or read. So having graphics associated with your
business and having consistent graphics on your business materials make you more
likely to come to the forefront of potential clients' minds when they have a
need for your goods or services.
To explain your company name: If your company name contains a little-known word
or an acronym, the logo gives visual clues to its meaning.
To endear your company name to your clients: A difficult-to-pronounce or
-remember company name may make it difficult for your clients to hire you. When
potential clients have the need for your services, they can't recall who you
are! But if you reinforce the name with interesting, compelling graphics,
they're more likely to remember that hard-to-recall name, and to pick up the
phone and hire you.
To explain an unusual line of business: If your business is nontraditional, or
in a hard-to-explain industry, a logo can help to explain exactly what it is
that you do.
To show what practices differentiate you from your competition: A well-designed
logo can have many subtle meanings, and it can begin to tell the story of how
you do business - what special practices make you stand apart from the
competition.
To stand out in your field: A well-designed logo and an identity system can put
you far above the competition, especially if they are paired with a strong
marketing program.
In some industries, a logo is just expected: In the creative services industry,
especially, having a logo is an industry standard.
Lastly, do it for yourself! To show your commitment and for the sense of
personal pride it will add to your practice.
These are just some of the benefits of having a
professionally designed logo. If your business could use the kind of boost that
having a logo provides.
Author: Erin Ferree
Website Acquired: www.elf-design.com
Date Written: 2004-01-12
About The Author: Erin Ferree is a logo, print and
web designer who has been making it easy for small businesses
to stand out with bold, clean and effective logo designs
for the past eight years.
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