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Letting Your Business Logo Work for You

Now that you’ve chosen a name for your company, you need a business logo that matches the character that your company name portrays. It’s important to have a logo that fits your image. If you have a law firm, you certainly don’t want a cartoon logo!


Hire a Professional

If you don’t have a graphic designer on staff, hire one to assist with your business logo. Before you pick a designer, look at his portfolio to ensure that the type of logo work he does is in line with what you need.

I have a colleague who used her designer (who did beautiful brochures and direct mail pieces) for a logo. Unfortunately, his logo design skills weren’t as strong as his other skills, and the logo was not well received.

Make sure the designer you work with understands the elements of a logo and can help to brand your company effectively.

Define Your Image

Your name will, in large part, help you decide where to take the logo. If you run Mae’s Fairyland and Dreamscapes Boutique, your logo should be whimsical and center around the type of product you supply. If you are a CPA, your logo likely will be professional with no frills (although stepping outside this box may get you more attention).

Give your designer a few rough ideas of what you are looking for. In turn, the designer should provide you with numerous samples of logos to choose from. Take time to carefully examine each and decide which best represents your company.

Show Off Your Business Logo: Here, There and Everywhere

Once you have your new logo, use it! Put it on letterhead, business cards, and your website. If you advertise in traditional media or online, use your logo in the ads to further promote your brand.

Soon people will begin to recognize your image and familiarize themselves with your business. The goal is to be quickly recognized by your logo (think about what the yellow arches tell us, or the Target bullseye) and become a known brand.

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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