a Logo and Marketing Materials
By AllBusiness.com*
By Erin Ferree
Experts urge small business owners to "brand" their businesses with a logo and a set of consistent marketing materials. But they rarely explain the reasons behind this advice. Below are some of some of the benefits of having a professionally designed logo and identity system. Read more about Developing Your Company's Logo.
1. To look "bigger." Home-printed business cards with perforated edges or cards printed with standard designs available through Microsoft software or online business card vendors scream "small-time
{viewonly=registered,special}2. To increase your chance of getting venture capital or selling a business. If you present a well-rounded business package, including marketing materials and graphics, your business will look more complete.
3. To attract more clients. Some clients look for a well-defined company, and "look and feel" may be one of their criteria in making a purchasing decision.
4. To brand yourself. If you are a consultant, you need a logo in order to build an image and a brand that is bigger than your individual identity. Be sure to avoid the Top 10 Branding Mistakes.
5. To convey that you are established. A logo and professionally-printed materials show that you are committed to both your business and your clients.
6. To give clients a sense of stability. You may not have been in business "since 1908," but if you have invested in an identity, you are much less likely to fold in the eyes of your customers. It goes a long way toward building that all-important "trust."
7. To be more memorable. Forty percent of people better remember what they see than what they hear or read. So having graphics associated with your business and having consistent graphics on your business materials make you more likely to come to the forefront of potential clients' minds when they have a need for your goods or services.
8. To explain your company name. If your company name contains a little-known word or an acronym, the logo can give visual clues to its meaning.
9. To endear your company name to your clients. A difficult-to-pronounce or hard-to-remember company name may make it challenging for your clients to hire you. When potential clients have the need for your services, they might not recall who you are. But if you reinforce the name with interesting, compelling graphics, they are more likely to remember you, pick up the phone, and hire you.
10. To explain an unusual line of business. If your business is nontraditional or in a hard-to-explain industry, a logo can help to explain exactly what it is that you do.
*AllBusiness.com provides resources to help small and growing businesses start, manage, finance and expand their business. The site contains Forms & Agreements, Business Guides, Business Directories, thousands of Articles, Expert Advice, and Business Blogs. Material copyrighted by AllBusiness.com {/viewonly}
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