Branding Basics – Why a Logo Is Important

Before opening the doors to your small business, you will want to take the time to consider your company logo. This will represent your business and the products and services you offer. It will help you attract customers and create familiarity with everyone that comes across it. Before you hastily design a logo, however, think about what it means to your small business and your revenue:

  • Create Consistent Branding: Your logo is key when it comes to presenting the brand of your small business and the products and services you offer. It is the symbol of your company and is used on everything that you sell and distribute to customers. It should be a reflection of your small business and the message you want to send. It creates value for your business and develops loyalty with customers. Choose your logo wisely, as it will always be with you and creates the image of your small business to the outside world.
  • Logos Evoke Emotions: When thinking about what your small business logo should look like, keep in mind that the colors you choose can have an effect on your customers. Each color means something to your customers and creates the first impression they will have of your small business. Bright colors such as orange and yellow provide feelings of energy and happiness with your customers, while colors like blue and gray communicate trust and experience. What do you what your business logo to convey? Make your color choice carefully.


  • Think large- and small-scale: You want your logo to be recognizable no matter what medium you are using to display it. Keep it simple and avoid too many details and fine lines. These may distort when enlarged and may be hard to read when reduced. You want your logo to be clear to anyone who sees it. The same thing goes for effects—avoid them, if possible, as they tend to be unclear at certain sizes. Keep your logo simple and easy to recognize and read.
  • Set a standard for your small business: Now that you have taken the time to create your logo to reflect your brand, be sure to use it properly in every instance. Create guidelines that tell everyone who will possibly be using your logo how you want it displayed. This will protect the integrity of your brand and ensure it is used correctly every time.
  • Tell a Story: Finally, since it’s the main symbol for your business, you want to make sure that you are completely happy with your logo. You should love it at every turn and understand the meaning that it creates for your customer. Take time to develop a logo that you are completely happy with, as this will hopefully be used for years and years to come.

As the symbol of the brand behind your small business, your logo should truly reflect everything that your business is to your customers. Be sure to develop one that you can live with for the long term, as this will be how your customers will recognize your small business and come to know you every time they see it.

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About Lexi St. Laurent
Lexi joined BizIQ in March of 2015 and works directly with BizIQ customers as a Senior Account Manager. She brings over eight years of experience in social media, content marketing, and community management to the team, and has a passion for helping small businesses grow through online marketing.
More from Lexi | LinkedIn 

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