What's in a LOGO?

 

Call it your company icon or emblem but make sure you have one – from day one.  Logos are an important part of a brand. 

 

Often times, small business owners are so excited about selling they forget about setting themselves up for long term success through their branding.  Whether you are a one person company with hopes to grow or a medium to large business, every business needs a marketing strategy and branding.  A logo is an important part of the way your customers will get to know you visually.  Just ask Nike who went from a written form of their company name now to a simple “swish” icon.  Just seeing that swish instantly tells you who they are.  I’ve even seen billboards with a few words and that swish without their company name – that’s the power of a logo.

There are several purposes that logos serve.  It’s the image that makes your customers immediately think of you when they see it.  Without a conscious thought, they associate the logo with your product and company. Your logo should represent what you do in the style you do it.  If you are a upscale, classy company – your logo should represent those qualities.

The Creative Process

Think about  the colors, shapes, photo, text and fonts that you might like in your logo.  Consider the core values you have set for your company and if you haven’t set any, get busy fast!  Your core values are what your customers should expect when they do business with you.  Professionalism, quality and personal service are some very common values.   Once you have a concept around the style and values, then consider what might peak the interest of your audience.  Will this concept you have put together be attractive enough to get the viewer to visit your website to learn more?  

Logo Design & Creation

If you have the budget, I highly recommend you hire a professional to create your logo.  This is an important part of your business and settling for what you can find on the internet or your “next-door-neighbors-son-in-law is good at it” very rarely works.  Graphic artists and branding companies do this for a living and are typically successful at it or they wouldn’t be in business.

Your logo should be:

Designed by creative professionals. 

Often times,  I see logos that are so amateur and unprofessional that I wish they’d just go with their company name in a simple text format.  Don’t skip out on this important part of your business by having a friend or neighbor help you or falling into the trap of a “cheap” online logo designer.  If you’re ready for a good time – try www.logotournament.com where graphic artists compete for your business

Able to be reproduced in the right size.

Being able to resize your logo for a banner or business card is important.  If you don’t have your logo in a clear format that is easy to resize, reconsider using it.  Blurry or choppy logos say something about your view of quality.  Your logo should be clean and clear.

Able to hold it own for many years.

Don’t use trendy colors that are hot today because tomorrow, they may be cold and you’re stuck.  Rely on colors, fonts and shapes that are timeless. 

Free of Stock Art

With an understanding of budget constraints, I often see gift basket professionals designing their logos themselves and using stock art.  This very rarely works.  Stock art are photos you can normally get online for free but so can everyone else.  Try to avoid stock art but if you must, use a professional website such as www.istockphoto.com.

Legible and Appropriate

Avoid using fonts that are too convoluted to read or don’t give the viewer an idea of what your business sells.  While this may work for large corporations who have the money to spend on pushing their brand, it typically doesn’t work for us small businesses. 

Should be Used Regularly

From your Facebook business page to the labels you put on your gift baskets, your logo should be on every marketing opportunity that you have.   Reinforce your brand by using it regularly.

Now what?  Have we inspired you to create or rebrand your company?  If so, we want to know and follow your journey.  Contact us at info@giftbasketassociation.com and let us know you are inspired and getting ready to start the process.  We’ll even help you through the process.