Small Business Marketing - Why Logos Matter

If you're like many business owners, developing a logo is way down on your list of priorities. You may be waiting to build a bigger client base, become more established, or generate higher revenue. "I'll wait until I'm bigger to develop a logo," you think. The truth is, having a logo may get you there faster.

A logo is an image associated with your company, giving people a visual cue and an easy way to remember you. Some people remember words better, some remember images better. A good logo gives those visual learners something memorable. Everyone is more likely to remember you if they associate both words and images with your company.

Logos work hard for your marketing campaign.

Keep up Appearances
A logo positions you as an established business with staying power. Even if you're just getting started, you don't want to give your customers the impression that you won't be there to deliver the results you promise.

Convey Confidence and Competence
A professionally designed logo backs your promise and shows that you believe in your business. You're confident enough to develop a complete branding strategy and place your logo on everything from your letterhead to your delivery trucks.

Communicate Focus and Attention to Detail
When your marketing materials feature a good logo, you look like a professional. A logo is a unifying element for all your marketing materials. Professional designers can play on your logo in a variety of ways to keep it fresh and interesting but also identifiable.

Set Your Company Apart
If you're thinking about postponing logo development, lots of other business owners are too. Get a jump on them with a well-designed logo that communicates your business' uniqueness and creates a memorable impression.

So what makes a good logo? First, it should be eye-catching. Professionally designed logos have the visual appeal and impact of artwork. Your logo should also convey something about your company and accurately represent your business. A well-designed logo can make you appear professional, playful, helpful, experienced and a whole host of other characteristics.

Caution: The only thing worse than not having a logo is having one that is inconsistent with your branding or looks amateurish. This is not a job for your teenage nephew. A logo should look clean, clear and sharp whether it appears on a business card or the side of a bus.

A great looking logo that's consistent with your branding strategy can be an important tool in establishing your business identity, increasing sight recognition and promoting your business. All the things you're waiting to accomplish before you develop a logo. Funny how that works, isn't it?
Lisa Hoffmann is chief copywriter for PRstore, a full-service retail marketing franchise with 41 stores in 18 states. PRstore makes professional marketing accessible to small- to medium-sized businesses by offering affordable marketing solutions and eliminating the pricey retainers often required by traditional marketing agencies. For more marketing and business tips, visit the PRstore blog. To take your marketing to the next level without busting your budget, look for a PRstore near you.

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