Why Small Businesses Need Both a Logo and an Identity System
Copyright © 2005 Erin Ferree
All Rights Reserved
Elf Design
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, then contact us today for a free estimate!
Erin Ferree is a logo, print and web designer who
has been making it easy for small businesses to stand out and to be
visible, credible and memorable for the past nine years. http://www.elf-design.com
