Have you ever been standing at a street corner waiting to cross, while traffic whizzes by you? In addition, while you are waiting for the light to change, have you ever noticed the number of cars, vans, and trucks that have some kind of marking on the side. I have, in fact in some cases I have come to recognize some of the company logos I see regularly. I may not know a lot about a company, but I have a good idea what they do, and who I might call if I need their services. You company's logo is the first impression many of your customers will have of your company, and is one of the lasting impressions they will have of you and your products or services. It is as important as the company name itself. Simply put, your logo is the graphical representation of your company. Its power to help or hurt your company should not be underestimated. One great example of "the power of the logo" is FedEx. Years ago when Federal Express wanted to rebrand their company, they sifted through a variety of design ideas. At some point during the process, the head of Federal Express told Paul Rand (the graphic designer they had hired to do the job) that he wanted their trucks to be identified more than two blocks away. He wanted a new logo that would stand apart from the competition, because he new that every one of the delivery trucks that carried the FedEx brand would be a rolling advertisement. Now if you are standing on that street corner and watch you are able to distinguish FedEx trucks from the rest. It is one of the best-known brands in the world. Your logo's power deserves consideration. Especially as businesses get more and more competitive, your brand needs to stand out even more. You need people to recognize your image from a distance. Even if you are the only one in your market, your logo will serve as a reminder to people who need your products and services, not to forget that you are there to fulfill a need. Therefore, you might ask, "How do I make this happen? What is the best way to maximize the impact of my branding?" There is no one right answer to these questions. There are only good ideas. Some people are artistically endowed, whereas some are more analytical, either way most entrepreneurs are just to busy to spend much time in this area. Here are a few thoughts however on how to get the best logo for your company brand. Knowing target market is an important part of any business plan, and is often a requirement when applying for a business loan. You should now whom you are trying to sell to, and therefore whom you want to attract. Your logo is a critical tool for getting the attention of your desired customer base. For example, if you are selling t-shirts to people in their teens, and lower twenties, then you want your logo to reflect the culture of that age group. If you are selling, t-shirts to people who love hotrods then you want reflect their culture on your logo. Take some time to research your target market, shop your competition, and ask questions. These are all things you should be doing as part of your market research, but do them while keeping your branding in mind. Another part of your business plan is to plan for the future of you company. You should naturally be thinking of financial growth, and probably new products and services you will be bringing online in the next "X" number of years. These are more factors that should be measured when coming up with you company's branding and public image. The reason I say this is because you don't want to be limited by your own logo, in the same way you company name should be a little open ended. An example is a company that started out doing computer repair with a logo, which has a computer and a wrench, moving into new computer sales. Because their logo strongly suggest computer repair, people will not automatically know that they are in the sales business now. To make things even worse potential buyers will not even ask, because of how pointed the logo is. It is important to think ahead, and make a decision to have a logo that is slightly broad, or be ready to make adjustments down the road. One quick thought about updating your logo. There is nothing wrong with it. Companies update their public images all the time. Pepsi is a great example. Although they have maintained the same theme over the decades, they have kept their logo relevant and fresh. In fact contemporizing you image can be a sign of growth during tuff times. However, there needs to be a strategic approach to making any changes. Often times small business owners will decide to take on the creative needs of the company themselves. They believe it can save time and money. After all, who knows the company better than the person(s) who started it? It is completely understandable to want to handle this part yourself. Well I have four words for you. Hire a graphic designer. Good leadership is to use the expertise of others. Graphic designers have experience in communicating ideas with images. Most should understand uses of composition, colors, and imagery. A graphic designer will save you time, because they are going to be more efficient with the tools, then you are. In addition, hiring someone to take the creative tasks off you shoulders allows you to handle the more specialized aspects of your business. You will have more time for product development, generating sales or even with your family. It might cost a few dollars to hire someone, but it also means increased company efficiency. Another thing a graphic designer can do is to add objective input into the branding process. I think graphic designers want to see there clients successful and therefore will often bring fresh ideas, as well as their experience in the marketplace, to the table. Odds are they have done work in your industry and have some incite you need. Have you ever noticed that we all have a tendency to observe what we know? In other words, a contractor will be more aware of how a house id designed and built, then an accountant. A restraint server will be more critical (good and bad) to certain traits in other servers. Furthermore you are probably more caught up in the details of your industry than the server, as you should be. That is what makes you good at what you do. Graphic designers are no different. They tend to discern details in design that most people would miss. They are more likely to notice the different marking on the side of vehicles, while standing on the street corner. They are analyzing the effectiveness of different designs. They are recognizing what works and what does not. Also they are looking at trends. Essentially, they are doing market research. Just like everyone else Graphic designer are bombarded by ads and other marketing tools, however the difference is that they actually stop, look, and analyze. This is why graphic designers are not only good at what they do, but also a valuable resource for your company. One of the best things you can do to have an effective public image is to let go of personal biases. I did some work for a radio station once, where the station manager, wanted a t-shirt design that was trendy and hip. He wanted something that would attract a younger more progressive audience, which was probably not a bad idea. However, I did not feel the design he wanted was consistent with the station's format. The station was more of a conservative talk format, and he was going for a sort of a rock and roll look. There was inconsistency between the image he wanted to portray, and the actual feel to the station. After he made a few calls, he took my advice. The t-shirts looked good, and he was very happy with the product. Personal bias can be the biggest obstacle in creating an effective logo, or company image. It can also be detrimental when working with a graphic designer. As the client, you need set your priorities and get the results you want. However, you really need to listen to the expert, who is in this case the graphic designer. Your company logo is important, probably more important than many realize. It is the first thing people come to recognize about your company. It is what people look for when they want to know who to trust. Unfortunately, some entrepreneurs go find some clipart image that seems appropriate, because they know they need a logo, but do not really consider the impact it can have. Many see their logo as important, but feel they can create it cheaper and quicker than hiring someone or they have a personal bias as to what the logo should be. Whatever reason you have for wanting to go it alone, I recommend that you contact an expert, and at least consult with him or her about your needs. I think that once you meet with a graphic designer you will see the value of working with them, and even come to depend on them more and more as your business grows.
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