Avoid a potential identity crisis with a well-planned logo project

Latest posts by Jeff Fisher (see all)

For over three decades I have been working with small businesses and startups in the creation of logos for new ventures, or the updating of existing company identities. With that expertise under my belt comes one major piece of advice to be shared with all business owners:

Don’t wait until the last minute to consider the logo design needed to represent your business.

Again and again, I’ve received panicky calls and emails from those preparing to open a new business conveying the message “My business is opening in (insert “one week,” “two weeks” or “three weeks” here) and I don’t have a logo.” Seriously?  The identity of your new business, one of the most important branding and marketing elements for your company, is one of the very last things you’ve considered?

In the course of posting entries to this blog, many tips about business logos will be shared. Here are some immediate thoughts:

Make your business identity part of your business plan

When initially mapping out the plan for your new venture, give your potential customers’ possible visual perception of the business some serious thought. Your business identity is just as important as the physical location of your business, the customer base you wish to target, and the product or service to be provided. Consider, and plan for, the creation of a business logo from the get-go.

Budget realistically for a logo design

Often the business owner waiting until the last minute to have a logo design created, finds themselves lacking funds for a proper logo design process. At that point an inexpensive online logo design option may seem like a solution. But should the owner of a new business really go for frugal when investing in the long-term public graphic image of their company? Do the research necessary to determine what logo design resource will best serve the requirements of the business – and establish that budget line item early in the planning stages for the venture.

Often a logo is designed for a new business’ immediate need, instead of giving real thought to the requirements that may occur down the road. Yes, the logo must work in the printing of business cards and letterhead, the creation of product or service information sheets, as an identifier on a web presence, and perhaps in print ads. However, will that design translate well to vinyl signage, the silkscreen printing of T-shirts you may wish to produce, or embroidery for baseball caps to be given to valued customers? Time and money will be saved by defining all possible logo needs early in the process.

Hire a professional

The best result for a logo design need will be produced by a professional designer with a real understanding of the identity design and branding process – and proven track record for creating great logos. Yes, I’m a professional identity designer and have a vested interest in that statement. However, over the past three decades about a quarter of my clientele has come to me with an existing logo needing to be updated or completely redesigned. In many cases that original image was a last minute, shortcut solution to an immediate logo need.

With planning, defining of needs, a realistic budget and the proper design resources in place; solving the identity crisis of a business does not need to be a struggle. Opening for business with a clearly thought out, well-designed logo will provide the opportunity to make a very memorable first impression.

Total
0
Shares
Previous Article
Data-Driven Marketing

Last-Minute Ideas for Making More Holiday Sales

Next Article

Social Media Round-Up

Related Posts
MarTech
Read More

Small Businesses That Own Their MarTech Can Edge Out the Competition

Adjustments to data protection regulations and Big Tech's revamping of how applications and third-party brokers acquire data sets have upended the world of user data management and remarketing. Big Tech, GDPR, privacy browsers and different privacy compliance standards are removing the user data of billions of users from the control of third-party marketing providers that...
digital marketing
Read More

How Digital Marketing Helps Startups Overcome Growth Challenges

Growing a startup is like running a marathon with random and unpredictable obstacles that pop up all of a sudden. Building your product, securing funding, hiring the right people and attracting high-quality leads are just a fragment of your responsibilities.    So, it takes a lot of work, resources, learning and risk-taking, and yet none of...
rebranding
Read More

9 Signs Your Business Needs Rebranding

When you've run a business for quite some time, it can be tempting to update the look and feel of your visual brand identity because you believe it’s the same-old-same-old. By rebranding, you might think that it can freshen your business and even give it a new life. But rebranding isn’t for always necessary. It’s...
sales pitches
Read More

12 Unique Ideas For Memorable Sales Pitches

What is one unique idea for an entrepreneur to create an effective and memorable sales pitch?  To help you make your sales pitches effective and memorable, we asked marketing professionals and experienced entrepreneurs this question for their best ideas. From focusing on benefits to offering irresistible bargains, there are many ways to create effective sales...