Is Your Logo Helping or Hurting Your Business?

The quality of your logo can mean the difference between success or failure. It can be that simple!

Trademarks and Logos make up the most international language in the world. An excellent logo can cross many barriers and provide your organization with a means of delivering to your customers an unequivocal and uniform message.

Every successful company has its own "personality," and just as human personalities are complex, so too is your company's personality. A successful logo is a means of condensing a complex reality into a single, simple statement, one that can be controlled, modified, developed and matured over time.

Your logo needs to be much more than just adistinguishing mark for your company. It must be anindication of quality, value, and reliability.

Does your logo do these things successfully?:

• IDENTIFY your company, product, or service.

• DIFFERENTIATE it from the mass of othersimilar companies.

• COMMUNICATE information as to your productsvalue and quality.

• ADD VALUE by causing you to provide a quality service in order to maintain your company's reputation.

• REPRESENT potentially valuable assets. When people see your logo, can they tell by the design that your product or service is of high quality.

If your logo doesn't do these things, then you mightneed to update it, possibly seeking professionaladvice.

Is your logo design really that important?

It is extremely important! Your logo is a part of thefoundation on which you build your brand. Especially since the recent explosion of Internet businesses, but even before that, consumers have an overwhelming variety of choices. Chances are that whatever you are selling, there is something similar to it available. Chances are there is someone in direct competition with you right now. Yes, there are very few products that are shielded from direct competition because of a patent or for some other reason.

It is because of this that much of your efforts inmarketing and branding should be concentrated onbuilding a distinctive and differentiated "brandpersonality" for your company.

Take the success of Coca-Cola and Pepsi-Cola. There is some difference between these two products, but this difference is very subtle. Plus, there are hundreds of other brands of cola on the market. Even so, these two brands, Coke and Pepsi, are able to dominate the world wide cola market. What is the main factor for their success? It is the strength and appeal of their brands.

And what is the foundation for their brands?

It is their powerful Logos!

Your logo is the means by which you can distinguishyour products and services and therefore serve both your needs and the needs of your customers.

Ok, so what are the TOP 5 components that make up an excellent logo?

1) Long lasting style.

It is often tempting to adopt a design that looksreally cool at the time but that can become outdatedvery quickly. This leads to the logo being constantlychanged. Your logo designer should resist the urge to change your logo unless it is really necessary. It is only after consumers frequently see your logo thatpeople may start to notice it. (Sometimes this is after you are already bored with it)

2) Distinctiveness.

It is interesting to note that many new companies adopt logo styles that are very similar to everyone else's. Don't go overboard though, your designer should be sensitive to cultural norms. A really wacko design wouldn't do well in funeral home. However, you should still seek distinctiveness.

3) Appealing to consumers.

Your logo must be appealing to those who aren'taffiliated with your company. This means you musttest your logo. Show it to your customers and see what they think. Ask them what emotions it evokes in them.

4) Conveys the right image.

What image are you trying to get across to yourcustomers? Corporate? Upscale? Franchise looking?

5) Legibility

No matter what you do, if people don't understand your logo, then it will be ineffective. Who are you trying to target? Where are you going to be displaying your logo other than your web site? Will it be on your letterhead, business cards, auto signs? Does your logo put out the same message no matter where it is displayed.

In conclusion, your logo is central to your company's "personality". Even if your company has a great personality, if your logo doesn't convey that, then people may get the wrong idea and never do business with you. Within your logo and company name is held all of your investments, because it is this clear, identifiable aspect of your brand that the consumer uses in selecting your company or purchasing your products.

The author, Nathan Cain has more ideas that will help your business marketing efforts.

Visit his promotional products web site at

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