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Why Small Businesses Need
Both a Logo and an Identity System
Copyright © 2005 Erin Ferree , All Rights Reserved
Elf Design
http://www.elf-design.com/
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!
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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
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