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How Your Logo Helps to Brand Your Business

As they say in the business world: Image is everything. And what’s the first thing a potential customer notices about any business, whether it is large or small? The logo. The face of your business. Many small business owners think branding is something that only large companies need to think about. But that’s not necessarily true; if you have a business—you need a brand.

From the name and colors of your logo to the store location, every detail counts when you are creating a powerful brand for your business. There are many things that contribute to your brand, such as the products or services you offer, the name of your company, the logo, employees, workspace, marketing materials, store displays, colors, etc. How people react to the way you brand your business is key to creating your image and overall success.

One of the most important things contributing to your brand is your logo. Some business owners put too much time and money into their products or services when they should be putting more energy into their logo or brand development. Potential customers are picky, which means a shop owner must be even pickier when it comes to its image. A consumer will decide whether or not to patronize your business even before he or she knows what you are selling. If you are proud of what you are selling, then it shows in your name and the symbol designed to go along with it. On the other hand, if your logo is weak; what are you saying about your image? Why should someone seek out your goods or services over your competition?

A strong and unique identity will give a potential customer a positive visual impression of your company, which is even more important than you telling him or her what you are about. Consumers form opinions of you instantly from your logo, store sign, and business cards. Ask yourself: Does this logo represent who I want to be as a business? Would someone unfamiliar with my product have any idea what the business is about? Is the image I’m putting out into the world consumer-friendly?

Many small business owners think they need a large budget to create professionally designed logos or marketing campaigns that have an impact. Also, they forget to do their research and try to do things on their own. Or even worse, they “know someone who draws” and they end up with a tacky logo. Creating a logo or identity is more than coming up with a name, typing it out and choosing a font and color.

A business owner that has put more effort into a well-designed identity has already begun to take control of how their business is perceived by potential customers. They have a central symbol to draw from in order to branch off and create the other areas of their brand. Then, depending on budget and needs, they can expand on the logo and create their other marketing pieces.

When you have a well-designed logo, it is easy to do one marketing piece at a time to keep a consistent look. There is no confusion. Everything that gets printed or posted online has the same feel. As potential customers see you over time, they begin to recognize the visual elements of your brand. It is bringing the words of your business plan to life visually. In the future, when something needs to be designed, the basics and the right look are already in place. After you’ve established the initial branding, it should be quicker, easier and less expensive to design and create all of the other things necessary to show your customers what you are all about. Before you know it, you have built your brand and all aspects of your business will send a consistent message about who and what you represent and how you stand out in a sea of competition with colors, signage, displays, fixtures, furnishings, business cards, a website—and whatever else it may be.

What makes up a good logo? A good logo is clean and simple. Too much detail can make it look like a drawing and will not look good when it is small. It should be a unique symbol that becomes recognizable even without your name in it. It needs to look just as nice in black or one color as it does in many different colors. The fonts should reflect your business style—casual, formal, traditional, modern, serious, fun, etc.

How do you find a designer that can help with your brand? A good designer can help with your brand on any budget. The less you want to spend means you really need to do your research before you choose a designer. It may be helpful to start a file of things you like. You can start collecting brochures, ads, business cards and other items that pop out at you—regardless of what kind of business it is. Write down your favorite colors, fonts, photos, or just a general overall feel. Brainstorm and jot down words that describe your company and what you offer. You know what you want so you can work with the designer to create the perfect brand for your business.

There are many levels of help available to make sure your business is properly branded. Whether you have been in business for a long time or you are just starting out, it’s a good practice to analyze your logo and overall brand to make sure your image is on the right track. A good logo consistently tells the public what you are all about and sells your brand for you. But a great logo with a strong image will make your business shine and set you apart from the competition. And hopefully, you will be well rewarded in the long run for creating your company’s image with pride.

Editorial and logos provided by Kristi Raney of Red Rover Kids and Cre8 Design Company. A family run baby/toddler store located in Stillwater, Minnesota. We also run a graphic design business right out of our store called Cre8 Design Company. If you need graphic design help go to our website www.e-cre8.com or email info@e-cre8.com.