THE VALUE OF A LOGO.

consistent identity or brand. Which is a pity. The company is in the
community service field, sends out a bucket load of brochures and tri-folds,
prints a ton of event T-Shirts, banners and trinkets. The logo is on the side
of the building and I’m sure that they lose a great deal of walk-in business
because no-one is making a connection between the brochure they just
received in the mail, and the big building that’s down the street. Everybody
on staff knows this, but rather than change the logo (and risk offending
someone ‘upstairs’) they trudge on, marketing services without a cohesive
banner to market them under. Is their bottom line suffering? Placing a
dollar figure on the loss would be impossible, but I’d argue yes, and I’m of
the opinion that this outfit is in dire need of an effective logo. As are many
companies in early phases of start-up. In terms of the value of a logo,
perhaps we should take a look at what you can, or should, expect from your
new corporate identity.
Will a logo make or break your company?
So what can you expect from developing a logo for your company? Will, for
example, a good logo build a business? No. If your business comes from
word-of-mouth or referrals, I’d argue that you don’t even need a logo. A
new company name will suffice (or even your own name if you’re pushing
the personal touch). It’s only when you’re trying to market, compete and
promote your company against other folks would it really become an issue.
If you ‘own’ a particular business sector, why bother with the expense, and
hassle, of a custom logo work-up (unless you’re interested in ‘looking
good’)? If, on the other hand, you don’t ‘own the sector’ you’ll need an
arsenal of marketing ammo to grab the market attention, and in a few
nano-seconds, communicate that you’re better, faster, cheaper (or whatever
particular ‘hook’ you’re trying to promote). You need to stand out in a
cluttered landscape and truth to tell, your company logo is but a part. How
much of a part? Depends on what kind of marketing you’re trying to do.
Sometimes, it’s critical. On many occasions, you won’t have the real estate
to write a war-and-piece diatribe about your company – you’ll ONLY be able
to use your logo and a few scraps of type. You’ll need something eyecatching,
as well as at least a hint of what it is you do. Ask yourself honestly
– does your current logo do that? If not, it should. A good logo can also
lend ‘instant’ credibility to your organization pretty quickly – and can help


Thank You...........
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