Small Business Marketing Tip #11: Letting Your Logo Work for You
Read more about: Branding, Budget Marketing, Marketing
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From Name to Image: Letting Your Logo Work for You
Now that you’ve chosen a name for your company, you need a 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 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 Logos: 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.
For more info, check out this article by Seth Godin
-Susan
Susan Payton is the Marketing Eggspert, and owner of 
Hi,
While you’re right that one should be specially careful when deciding about the logo, but somehow the title doesn’t match with the content. As per title, logo does all for you but content says how to make an impressive logo. Or maybe I am dumb not to get it right!
Thanks for your comment. In this post, I’m stressing the fact that choosing and designing your logo is important, and you should spend extra time getting it right. Once you’re done, your logo should “work for you” if it’s well designed and appealing.