Why does a small business need to spend money on a professionally designed logo anyway? This post discusses this importance of logo design, branding, and building a foundation for your business. 

What is Branding?

Branding is one of the most important aspects of any business. But what exactly does “branding” mean? How does it affect a small business like yours?

Branding is your competitive edge, and your promise to your customer.

Your brand is what your company can offer to your customers that others can’t. What makes you unique? Are you the cutting edge maverick in your industry or the experienced, dependable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? The biggest mistake companies make when establishing their brand is trying to be all things to all audiences. Who you are should be based on who your target customers want and need you to be. It tells them what they can expect from your products and services, and it differentiates you from your competition.

Your marketing materials that integrate your logo communicate your brand.

Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand. Too often, businesses are quick to change or alter their identity (this includes your logo, the colors used in your logo, marketing materials, and website, as well as other important parts of your company’s mission statement). Too much of this can be confusing to your existing customers. One rule of thumb is that when you have become tired of your logo, tagline, and branding efforts, that is when they begin to sink in with your customers. Branding, first and foremost, is about consistency.

Your Logo is the Foundation of Your Brand

Your logo is one of the most important aspects of your brand identity as a company. When designing a logo, graphic designers try to present your company’s values visually. Be prepared to discuss your company’s values, goals, and information about your target audience, as this will help the designer develop your logo. Once the designer has a good idea of the image you hope to portray, he or she will use fonts, color, placement, size, graphics, and design motifs to convey this to your customers.

Thanks for Reading!
Amy Fedele, Creative Director