Logo and marketing materials essential for business growth
- by All Business
- Published on 7/20/06
- Article views: 993
Experts urge small-business owners to 'brand' their businesses with a business logo design and a set of consistent marketing materials. But they rarely explain the reasons behind this advice. Here are some of the benefits of having a professionally designed logo and identity system:
- To look 'bigger.' Home-printed business cards scream 'small-time vendor' to your potential clients -- and that is how they will want to compensate you.
- To increase your chance of getting venture capital or selling a business. If you present a well-rounded 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, and 'look and feel' may be one of their criteria in making a purchasing decision.
- To brand yourself. If you are a consultant, you need business logos to build an image and a brand that is bigger than your individual identity.
- To convey that you are established. A logo and professionally printed materials show that you are committed to both your business and your clients.
- To give clients a sense of stability. You may not have been in business 'since 1908,' but if you have invested in an identity, in the eyes of your customers you are much less likely to fold. It goes a long way toward building that all-important 'trust.'
- To be memorable. Forty percent of people better remember what they see 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 can give visual clues to its meaning.
- To endear your company name to your clients. A difficult-to-pronounce or hard-to-remember company name may make it challenging for your clients to hire you. When potential clients have the need for your services, they might not recall who you are. If you reinforce the name with interesting, compelling graphics, they are more likely to remember you, 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 explain exactly what it is that you do.
- To show what practices differentiate you from your competition. A well-designed company logo can have many subtle meanings and can begin to tell the story of how you do business, including the special practices that 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.
- To comply with expectations. In some industries, a corporate logo design is expected. In the creative services industry especially, having a logo is an industry standard.
- To show your commitment and for a sense of personal pride. In other words, do it for yourself.
Collateral marketing Having the following materials will boost the professionalism of your company:
- Company fact sheet
- Product fact sheets
- Bios on founders and senior management
- Mission statement
- Company background
- List of clients/partners
- Press kit
- Clip file
Try an online logo design service
Advertising agencies have traditionally been the source for logo development. But an online logo design service is a better choice for many small businesses. With ad agencies, the logo is comparable to a side dish served as part of a comprehensive advertising campaign meal. But with an online logo design service, the logo is the entrée.
AllBusiness.com provides information about products and services for
entrepreneurs, small businesses and professionals to start, manage, finance and
build a business. Visit www.allbusiness.com.
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