About half of all busi­ness­es fail with­in their first few years. One source of fail­ure that is com­mon­ly cit­ed by experts is slop­py or inef­fec­tive mar­ket­ing. If your mar­ket­ing mate­ri­als do not stand out from those of your com­peti­tors, your sales will suf­fer.
The ini­tial lack of cus­tomers and cash flow often caus­es new small busi­ness own­ers to put off design­ing a logo and mar­ket­ing mate­ri­als pro­fes­sion­al­ly “until they get a few clients” or “until they get start­ed.” Unfor­tu­nate­ly, design­ing their own mar­ket­ing mate­ri­als when they launch their busi­ness­es instead of hav­ing them pro­fes­sion­al­ly cre­at­ed will make get­ting those ini­tial clients more dif­fi­cult and may result in a busi­ness that will not suc­ceed.
When you start a busi­ness, you need to cre­ate the quick­est pos­si­ble route to busi­ness suc­cess. A logo helps to cre­ate this by con­tribut­ing to your business’s vis­i­bil­i­ty and cred­i­bil­i­ty, two fac­tors that will help your busi­ness grow and achieve suc­cess. Con­tact­ing sites such as Graph­ic­Springs can help you bring that logo to life and start to gain the vis­i­bil­i­ty that you need.
Many entre­pre­neurs choose to design their own mar­ket­ing mate­ri­als when they launch their busi­ness­es. It’s easy enough these days to design a busi­ness card at the local office sup­ply store or online. Word pro­cess­ing soft­ware will also allow you to exper­i­ment with type­faces and lay­out. But if you do not have a good sense of what you are doing, you could cause more prob­lems than you solve. Here are rea­sons why it’s not a good idea to put off a pro­fes­sion­al­ly designed logo and cor­re­spond­ing col­lat­er­al mate­ri­als:
Your busi­ness will appear unsta­ble: Start­ing with one look then switch­ing a few months lat­er to a dif­fer­ent logo and then per­haps a year lat­er doing it again cre­ates con­fu­sion for clients. Is it the same busi­ness? Did the store change own­ers? It can also give the appear­ance of a busi­ness that can’t make up its mind.
Your busi­ness will look ama­teur­ish: Using mate­ri­als that are not pro­fes­sion­al­ly designed makes your busi­ness look unpro­fes­sion­al and might indi­cate that you can­not per­form to or meet the stan­dards required. Read more on Brand­ing a Start­up.
You will look unpol­ished: Not hav­ing a pro­fes­sion­al “look and feel” can make it appear as though your busi­ness does not mat­ter to you. Cus­tomers may get the impres­sion that you do not care about the way your busi­ness presents itself, which might indi­cate that you would not care about the qual­i­ty of your work or the way that your work reflects upon their busi­ness.
You will look unfo­cused: Unpro­fes­sion­al, unco­or­di­nat­ed mar­ket­ing mate­ri­als can make your busi­ness look jum­bled or con­fused. If you have a busi­ness card with one look and feel and a web­site with anoth­er, it can cause an iden­ti­ty cri­sis for a small busi­ness. Too many dif­fer­ent designs might cause poten­tial clients to think they are look­ing at two dif­fer­ent busi­ness­es. It’s best to tie every­thing togeth­er from the start.
So while putting off your logo devel­op­ment may seem like a pru­dent idea from a cash-flow point of view, it could result in your busi­ness nev­er get­ting off the ground. It can also lead to your busi­ness fold­ing when it would oth­er­wise suc­ceed.
If you think that you can’t afford to design a logo when start­ing your busi­ness, con­sid­er the out­come. How can you afford not to?
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Feb 22, 2011 / Blog

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