One of the biggest mistakes made by small business owners is putting off getting a professional logo. Sure, cash flow can be low in the beginning, but it’s important to remember that a logo serves as the face of your business and is therefore an absolutely necessary component of your overall marketing strategy. Some business owners realize this, but attempt to draft their own logo or have a friend do it for them rather than hire a professional. Unfortunately this can actually hinder your chances of landing new clients and succeeding in the long run.
Let’s go over just a few problems that can arise when your business lacks a professional logo:
Your business will look small. – If you are going to make it and compete with the big dogs in your industry, it’s critical that your marketing material is professional. Otherwise, potential customers may get the impression that you’re too small to deliver a quality product or service.
Your business will look unstable. – An amateur logo can portray an image of instability, which can turn potential clients away. People may view your business as some fly-by-night operation rather than a long-term, trustworthy company that they can rely on.
It will give the impression that you don’t care. – Using a less-than professional logo can give others the impression that your business doesn’t really matter to you, and if they think that then how can they be confident that you’ll care about them as a client?
You will look confused. – If your logo doesn’t clearly and concisely represent your business in a professional manner, you risk projecting the appearance that you are confused or unfocused. What’s worse, if your marketing materials aren’t uniform, for instance your business cards have a different look and feel than your website, customers might be under the mistaken impression that they’re dealing with different companies altogether.
The statistics don’t lie – nearly half of small businesses don’t make it past the first year. To beat these odds and be successful, you have to use all the tools available to you so that your business is well represented and delivers a message and image that get results. A professional logo is one of these tools.
That being said, it’s really not a question of whether you can afford to get a professional logo – it’s a question of whether you can afford not to. While cash flow may certainly seem like a good excuse, rather than viewing a logo as an expense, think of it as an investment into the future of your business. Once you realize this, the next step is to determine how to get your logo to effectively serve its purpose of improving your visibility and credibility as well as making your business memorable.
There are actually nine components to a quality, effective logo.
- Uniqueness – The goal is to make your business stand out amongst your competition. If everyone else in your industry tends to use a certain symbol or design for their logos, go with something different that will set you apart.
- Meaningful – You want your logo to deliver the message of your business simply and efficiently. Try to incorporate as much about your business into your logo in the cleanest and simplest design possible.
- Consistency – All of your marketing materials, from your website to your brochures to your business cards, should contain the same elements so that everything is uniform and your business appears stable.
- Memorable – Your logo must effectively capture the attention of your target audience and be memorable enough that they will think of you whenever a need for your product or service arises.
- Professionalism – Everything about your marketing materials should be professional in quality, from the graphic design of your logo to the ink used to the paper it’s printed on.
- Contrast – Whatever design you choose, it’s important that it be able to transfer well from color to black and white or grey scale. Colors should work well together and complement each other, regardless of medium.
- Unity – Each element of your logo should fit together as one uniform design, rather than a bunch of components thrown together haphazardly.
- Timelessness – For a logo to be most effective, it should be something that stand the test of time and will become synonymous with your business well into the future.
- Scalability – You’ll want to use your logo on every piece of marketing material, whether it’s a business card or a billboard. In order to accomplish this, the design has to be scalable so that it works for a number of different sizes and materials. This is particularly important when it comes to your business name, so be sure your designer uses a font that is easily readable, regardless of size.
Each of these things must be present for a logo to effectively get your business the attention it needs to be successful. If you have an existing logo but you’re not sure if it stands up to the standards outlined here, take a look at our article Is it Time to Upgrade Your Company Logo to determine if it’s time for a change.
If you’re just starting out or have been using a less-than impressive logo to represent your business, we can help! Click here to learn more about our professional logo design services or contact us today.