Logos Speak Louder Than Words

For my first tip, I thought I would start with logo design and how it affects your business. I thought this was fitting as it typically is the first step in developing a business. Below is an excerpt from an article I wrote recently for a national trade magazine, Plumbing Perspective.

"Successful marketing is central to a prosperous and profitable business. Accomplishing this means giving your business a voice that speaks great volumes in terms of branding and advertising. This voice is spoken through many forms of communication including the company logo, business cards, print ads, web sites, packaging, brochures, sales presentations, commercials and anything else that can be seen or perceived by potential customers.

Many companies are learning quickly that a credible brand image is the pillar to a successful organization. Consumers are interested in benefits associated with a product rather than the product itself. Despite popular belief, this is even true during a recessive economy when consumers and businesses with purchasing power are growing more fickle about vendors they choose to work with. They want the comfort of knowing they are dealing with a solid organization backed by stability, integrity, and professionalism. Your brand should be one that not only symbolizes what you do, but what your business stands for and how you conduct business. This brand must shine brightly as a leader in the industry and be consistent throughout all of your marketing materials starting with the logo.

Your logo is the first tool used by audiences to develop an opinion about your company, thereby, making it the point of first impression. This initial impression can either make or break the sale. Take a look at your current logo for a moment, if you have one, and answer these few questions. Better yet, ask someone who knows nothing about your business to answer these questions for you. What does this logo say about your business, if anything? When compared to competitor logos, would you be drawn to choose your company or the competition? Is it powerful enough to attract your target market? Does this logo represent what you do? Does it offer a sense of stability, integrity and professionalism?

If you don’t feel strongly about how you answered these questions, it may be time to reevaluate the logo’s effectiveness for your organization. Because of its importance to your business integrity, you should feel comfort in taking the time and resources necessary to develop and maintain a powerful brand identity. Hire a professional agency or designer who has a firm background in marketing since this process should involve extensive market research and an understanding of your business. Do not simply hire an illustrator, as they may not have the experience necessary to understand what will work within your target market. It will be well worth your money in the long run to hire the right people for this job."