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Do you need a logo?
by Michael Lambert
Do you need a logo?
Not everyone does. Sure, one can put one's company in bold-faced type, all capitals and be done with it. But if you do that, ask yourself:
* Does this logo set myself apart from my competition? * Is it memorable? * Does it convey a sense of style and intelligence? * Do I need to stand out or can I rely on new business purely from word-of-mouth?
Some questions I ask a client are:
* Who is your market? * Who is your competition? * How do you market yourself now? * How do you intend to market yourself in the future? * Do you plan to grow as a business?
These are questions you should also ask yourself, not only when considering a new logo, but when creating anything related to your business, whether it is your business plan or a capabilities brochure. So, as you can see, logos and marketing materials are an integral part of your business, and their focus should not be any different than your overall business and marketing strategy. Bottom line, if you have a niche market, a logo may not be necessary, but if your competition is fierce, such as being in a retail market, a good logo and identity strategy may make or break your product. Even if you run a one-person operation, your image can APPEAR to be a 100 or 1000 person company if your identity strategy is consistent and on-target.
Image is credibility. Image is customer relationships. Image is perception, opinion and environment. Image is respect. Image is power. Image is everything. |
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