Many business newbies lose momentum by fretting over the design of their logo. This is understandable when we see companies like Nike and Virgin whose name alone can sell a product, but that is the crux of it.
A logo identifies the name of the company selling the product. And that is all.
A strong logo becomes a selling point when your products and service have built a market reputation for excellence so customers buy just because your name is on the label. But what is the point of having a logo if no-one knows who you are?
An entire industry surrounds logo development and so it is easy for newcomers to get caught up in their logos and leaving the product sitting on the shelves while arguments ensue about hue and other miniscule design features.
It is not just about the time and money you spend on logo development because when you have one, they take up valuable selling space – so they really have to earn their keep. A logo is just your name, it is not a selling benefit and if you use it at the top of your sales copy then it will replace the headline. If you have a web page and your logo is above the fold, then unless buyers snap on your logo alone, it will be costing you sales instead of making you money.
And remember one crucial point – a logo is a squiggle – it’s not your branding.
There is no doubt that as our online real estate grows from websites and blogs into social media profiles and Web 2.0 that what does matter is keeping that easily recognisible thread weaving throughout all of your profiles so that your followers, fans, connections and subscribers can easily spot it’s you.
But what if you don’t have the odd £1,000 hanging around to develop your logo?
Well when you get started, you don’t need to get a logo designed to develop a style which your repeat visitors will start to recognise. It is the simple things which make the difference and they only cost you a spot of time to plan. Consistency is the key and undoubtedly the finer details count.
? Decide on a font and stick with it
? Be consistent in choice of primary and secondary heading styles
? Page lay-out and borders should flow from page to page, site to site and advert to advert
? Think carefully about colours for your type and page and then stick with them.
? Use a big, bold signature and the same professional photo on your website, blog and social media profiles
As your business and profits grow then you can take the thread of colours and weave them into a new sparkly logo. But for many starting a new business at the bottom of the pile, the only way to improve is to test what works, eliminate what does not and progress with the successes. Eventually the small wins become triumphs. New business start-ups must focus on what works and sells. It can take years to measure the effect of a logo, so I strongly advise you not to get sidetracked into logo-land until you have an established product with a strong market position.
(This article was first published on SianMurphyCopyWriter)