Why Small Businesses Need Strong Logos
You’ve heard the saying about how we get only one chance to make a good first impression. For a small business, branding is that opportunity. And more often than not, it’s a missed opportunity.
Roughly 95 percent of small businesses have a poor logo -- meaning it delivers a neutral or negative brand promise. If your business is in the minority and embraces the power of its brand, this is great news, because you’re already standing out.
A strong brand, after all, inspires consumers who have no prior knowledge or experience with your company to believe that you deliver an amazing product or service.
What's more, without a strong logo, you may never get the chance to prove your quality to consumers. If your branding does not make it look like you do great work, consumers may choose a competitor instead.
Give your brand the attention it deserves
"Giving attention" means that the logo you choose to represent your business won't be an afterthought; instead, it will define your whole brand.
Don’t be generic
First, make sure that your logo is clear and easy to interpret, because you don’t have the years of brand recognition behind you that ensure that people will associate your name with your product or service.
Pick typography that reflects what you stand for
The vast majority of small business brands are built upon two primary elements: their typographic elements and their graphic or iconic element. Together, these factors form the basic structure for most logo designs.
Consider how your logo will be used
It’s vitally important to think about the big picture. How is your logo going to look in the various executions of the brand? Will it thrive in one format but suffer in another? Or, are there certain marketing channels you might use in the future, wherein the logo will need to work well? Consider these future projects before finalizing your logo design:
Business cards and stationery: Think of how your logo will appear on your card. Think in terms of different features, such as two-sided cards, rounded corners and unique paper stocks.
Signage: Resist the urge to modify your logo’s proportions to fit the available space.
Vehicles: Make sure your trucks are designed to stand out rather than fit in, with your branding as the primary message.
Uniforms: Employees are your brand ambassadors, so make sure they are dressed neatly and professionally -- and all brand colors are integrated.
Web design: Your website should integrate your branding in its design and architecture, and should clearly and thoroughly relay your brand promise.
Social media: Change your logo on your profiles and use your social media channels to announce your new look.
Hire a pro
With so much of your success riding on how well your branding performs, this isn’t the place to cut corners. Yet, so many businesses look for the least expensive option, because they don’t understand the value of a good brand and how it will affect their chances of success.
Build a foundation
With so many small businesses suffering from poor brands, you have the opportunity to be unique and stand out. One look at your logo should provide a reasonable expectation of a good experience. The logo is the hub for your brand and sets the stage for all of your strategic messaging.
If you create a logo that will build a strong foundation for your brand, you will empower your business to thrive.