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Why Small Businesses Need Both a Logo and an Identity System

by Erin Ferree

Not to look so small: Home-printed business cards with perforated edges, or cards printed with standard designs available through Microsoft software or online business card vendors scream, "Small-time vendor!" to your potential clients - and you'll be similarly compensated.

To increase your chance of getting venture capital or selling a business: If you present a thorough business package, including marketing materials and graphics, your business will look more complete.

To attract more clients:

Some clients look for a well-defined company look-and-feel as part of their qualifiers for making a purchasing decision.

To brand yourself:

If you're a consultant, you need a logo in order to build an image and a brand that's bigger than just yourself.

To convey that you are established:

A logo and professionally printed materials show that you are committed to both your business and to your clients.

To give clients a sense of stability:

You may not have been in business "Since 1908", but if you've invested in an identity, you're much less likely to fold in the eyes of your customers. It goes a long way toward building the all-important "trust" factor.

To be more memorable:

Forty percent of people better remember what they see better than what they hear or read. So having graphics associated with your business and having consistent graphics on your business materials make you more likely to come to the forefront of potential clients' minds when they have a need for your goods or services.

To explain your company name:

If your company name contains a little-known word or an acronym, the logo gives visual clues to its meaning.

To endear your company name to your clients:

A difficult-to-pronounce or -remember company name may make it difficult for your clients to hire you. When potential clients have the need for your services, they can't recall who you are! But if you reinforce the name with interesting, compelling graphics, they're more likely to remember that hard-to-recall name, and to pick up the phone and hire you.

To explain an unusual line of business:

If your business is nontraditional, or in a hard-to-explain industry, a logo can help to explain exactly what it is that you do.

To show what practices differentiate you from your competition:

A well-designed logo can have many subtle meanings, and it can begin to tell the story of how you do business - what special practices make you stand apart from the competition.

To stand out in your field:

A well-designed logo and an identity system can put you far above the competition, especially if they are paired with a strong marketing program.

In some industries, a logo is just expected:

In the creative services industry, especially, having a logo is an industry standard.

Lastly, do it for yourself! To show your commitment and for the sense of personal pride it will add to your practice.

Erin Ferree may be contacted at http://www.elf-design.com Erin Ferree creates bold, clean and effective logo, print and web designs for businesses of all sizes and types.