The Face Of Your Company - Logo Development Tips

Logo is often the first interaction clients come in contact with as it is seen on every marketing and promotional piece. Logos come in all shapes, sizes and colors. Some include tag lines while others rely on a mere symbol. Whichever combination you choose, the logo is a powerful marketing tool that can communicate a lot in a little amount of space.

Think about the next time you go to the store to make a purchase. Look at how many products are on the shelf offering the same service. Do you choose simply because of the brand? And how is that brand communicated? Do you recognize the product based on a symbol?

There are many key factors to take into consideration when designing your logo.

- Is it consistent with the nature of your company and business?

- Is it unique? Will clients immediately recognize your company?

- Is it easily replicated? Your logo should be easily recognized whether it is on a billboard, a business card or an envelope. It should convey the same meaning in color and black and white.

- Do you have a catchy tagline to accompany your image?

A logo and tagline combo is like the one, two punch of your brand. A simple image and message can be memorable, lasting and valuable - a powerful combination you want to hold over your clients.

From the designer perspective, below are some sample questions that I use to help develop a winning logo.

1. What are you selling? - I know that you are a physical therapist but how do you sell your service? Packaging a session or hourly, etc.

2. Who is your target audience? (gender, age, location, etc.)

3. What makes your service different from others?

4. What knowledge do you have that provides extra value to your customers?

5. How are your services better than your competition?

6. Why would someone choose your service over competition?

7. What is the largest customer problem, need or desire your service address?

8. How would you like to see your business 3 years from now, 5 years from now, and 10 years from now?

It is amazing to see how much thought and effort is put into what appears to be a simple image or symbol. But really, the logo is a reflection of your company's vision. Once you can implement your logo with a strategic marketing plan, you are on your way to building a successful brand.

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