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Julia Raven asked:


You know how the old saying goes, ‘you get what you pay for’. It’s true, you get what you pay for. This rule applies to anything you spend your money on, no matter how big or small it is. When it comes to business, your main asset, which is your credibility is on the line. Since your credibility is at risk here, you should never hesitate to spend on the best products and services, which will benefit your business. Of course this does not mean you should spend more than your budget can handle.

The main objective of any business is survival, and in order to survive a business has to grow. The key to business growth is branding. The easiest and fastest way to grow a business is to create a brand name and better yet a business logo, which people will easily remember. A great example of superior name and logo branding is google. It’s rare finding someone who does not recognize the multicolored google logo.

Choosing an easy to remember name is the first part in branding yourself as a professional. Even more importantly you got to choose a logo to match the name. Getting a professional logo designed is one of the areas where you want to look at spending a good amount of money. Getting the right designer to do the right logo for your purpose can be expensive, but this should be considered as an investment in your companies future. The right designer does not always come cheap and you should be prepared for that.

The earlier you begin branding your company with a logo, the better chance you have of forming a highly recognized and successful cooperation in future. So the earlier you make such an investment the better. The reason why all of the big corporate giants spend huge amounts of money on designing a logo, is because they know that people’s minds work with images better. Having someone remember a picture is far easier than getting them to remember a few lines of writing. Now that you know this take advantage of it. Sooner or later you will beat your competition in your market area, and they won’t even know it.

We live in a branded world, if you ask someone what they would rather have a cheap leather bag or an expensive Gucci leather bag, you will be surprised that most people will go for the expensive one, not knowing that both bags are the exact same, the only difference being is that one does not have the name ‘Gucci’. The sooner you take action and start your campaign of branding, the faster you will be on your way to a highly valued and sought after business.



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Dr. John James asked:


In today’s image-conscious world, branding has never been more important. If you are able to tap into the Zeitgeist, you will be well on your way to success.

Walk down any high street and take note of ten household brands. What style have they chosen for their logos? What image does the logo project? Your business may never need to appear on the high street, but imagine if your brand is eventually just as powerful and recognisable to the casual onlooker.

Creating a logo and a name for a business are closely connected and should really be decided upon at the same time. Remember, your business name and logo will become your brand.

One important tip: avoid at all costs a logo that looks in any way like male genitals – this is surprisingly easy to do by accident, and it won’t win you many customers!

There’s always a rush associated with launching a new business, often because there has already been a financial outlay and you need to get to market as soon as possible to recoup, or because you fear that someone else might be about to launch a similar business. Either way, you simply cannot rush the creation of your logo.

Do not be tempted to use one of the pre-designed (copyright-free) logos you can find in computer design software. Even if it is only supposed to be a temporary measure, people who see this logo may recognise it as not your own creation; even if they don’t, they will probably think that it looks a little tacky.

Don’t forget, the people you will be meeting during the creation of your business will be people or companies that you are hoping to have a long-term relationship with, such as your suppliers, customers, solicitors, accountants, investors and the bank. Of all the people that you will be dealing with, these should be the most important in terms of creating the right impression. Don’t sell yourself short so early on. Pay the fee and have a designer create your logo; they may not be particularly cheap, but good designers are worth their weight in gold.

When considering a design or briefing a designer it is important not to insist on too many boundaries. Although you might have a very clear idea about how the brand should look and even the colours or fonts to be used, make it clear that you would like to see any other ideas the designer might have. The results will be strange, exciting, worrying and sometimes amusing, but what this exercise shows is how brands elicit powerful reactions in people. Use focus groups and informal market surveys to see how people feel about your logo. The more people you can find to comment on the designs for your logo, the better. It will quickly become apparent which one will work best to project the image that you want.

Another consideration when designing your logo should be whether it is suitable for all media. Although you may not intend to launch a website for your business, you should still find out how your logo would look at the top of a webpage. Would the logo work on a TV screen or on an enormous advertising hoarding in a big city? If your staff are going to wear uniforms, or if you plan to issue company T-shirts, is the logo transferable onto clothing? Does the logo work for you when it is very large, or very small? Ask your designer to work with a range of colours and also to create a version using only black and one other colour. Sometimes simple colours work best and if you use a whole rainbow of colours in your logo it will cost a lot more to reproduce. Full colour letterheads, business cards and adverts are considerably more expensive than two-colour versions. But don’t lose sight of the main goal – you are creating a brand that you want to be stunning, instantly recognisable and with the potential to become synonymous with your business. If it costs a little extra to create the sign above the door because you simply have to have aquamarine blue, so be it.



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