11.01.05
Why A Professional Logo Design is Valuable to a Small Business
by: Phillip E. Honstein
Why A Professional Logo Design is Valuable to a Small Business
Imagine doing business without your most important tool: a computer, your knowledge, your personal assistant, or the telephone. You sit, unable to work. Without that tool, your company's future success would be in danger. And the same is true of any company functioning without a professional logo design.
Logos as Identification
The importance of logos may be traced back to the industrial revolution. Images on crates and boxes helped differentiate between mass-produced goods. That's why you can tell Morton® Salt, for example, from other salt packages at a glance. And if you're going to advertise, don't bother—not until you have a professionally designed logo that will be instantly recognizable. You could do more harm than good.
Logos for Professionalism
Would you want to do business with unprofessional company? Neither would your clients. A custom logo can give a five-person service firm an air of professionalism that is equal to that of a thousand-person company—and when you are competing in a global market, a professional image is essential.
Logos for Brand Identity
With a professional, custom logo, you can build a brand and go beyond simple advertising. You can use viral marketing with related products that promote your brand as a lifestyle.
Many companies think of themselves as brand-marketing companies. Starbucks® and Tommy Hilfiger® are two examples. In Tommy Hilfiger's case, all product manufacturing is hired out. What makes Hilfiger clothing instantly identifiable is the trademark red and white logo prominently displayed by Hilfiger customers. AT Starbucks®, coffee, music, clothing, and more other products build the Starbucks® brand.
It's Your Logo
You would not conduct business without your most important tool, nor should you conduct business without a professional logo that identifies your company. We live in what has been termed a "branded world": consumers purchase products based on brand reputation, and even promote brands by wearing logos on their clothing. Is your logo worthy of being worn on a customer's chest? If not, it may be time for professional logo design.
Designated trademarks and brands are the property of their respective owners. The brands listed in this article do not sponsor, affiliate, or endorse the products or services described herein. Morton Salt is a registered trademark of Morton International, Inc. Tommy Hilfiger is a registered trademark of Tommy Hilfiger Licensing, Inc. Starbucks is a registered trademark of Starbucks U. S. Brands. LLC.
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