A small business or startup has to undergo many early stages, such as branding and designing a logo, before its fully established in the marketplace. Think of it this way. Creating a branded logo for a nascent business shares similarities with an adolescent teen finding his identity. Once you claim your identity, you can continue to build a brand (persona) and represent it with a one-of-a-kind logo (appearance).
Without an identity, a business is void of a brand. And without a brand, a business is without a disposition for creating a logo. Your inner 15 year old can’t outwardly and confidently define himself without determining an identity. Just like a maturing teenager endures questions about who he is, your emerging and growing company endures questions about business branding and goals. In order for a teen to survive high school, he must discover a secure perception of himself. Likewise, a business in its infancy can only survive in the marketplace once a solid brand is established. A brand reflects your products, services and vision, and it creates relationships with new and loyal customers.
The following pointers can help you discover and solidify your brand:
- Invest time in creating a business plan, mission, vision, and company statement.
- Identify the personality and attributes of your company. (For example, are you a trendy tech startup with a humorous side or an austere marketing consulting firm?)
- Make sure that the perception of your company matches the perception audiences have of your company. Self-impression should be equal to how people perceive you, emphasizes Mashable.
Along with self-impression, self-expression is just as much of a component for enhancing your company’s brand. Teenagers express themselves with their appearance, which affects how they situate themselves in social circles. Your company expresses itself with a logo design that similarly helps situate itself in markets and industries.
Think about the following tips during the logo design process:
- Avoid design trends and cliches that can become outdated
- Use original and unique images as opposed to stock images
- Use a vector image for visual consistency and reproduction
- Approach detailed and complex designs carefully; intricate accents can be lost when logos are re-sized for various mediums.
- Find balance with color and font
- Research whether your logo prototype resembles or copies another logo; originality will get you far, whether you’re in high school among peers, or in a marketplace among competitors
First & Lasting Impressions
How teenagers use aesthetics to define their identity, including clothing, hair style and tattoos, creates a first impression. Your business’s logo also serves as a first impression. Although you’re not necessarily making an impression on teachers and peers, you are making an impression on clients, potential leads and customers. Use aesthetics that make the logo eye-catching, attractive and recognizable. Ideally, a logo will hook a new lead. Your excellent products and services will meet consumer needs. Customers will recognize your logo, which triggers good feelings of strong business-to-customer relationships. Keep in mind that in order for your logo to leave lasting impressions and endure long-term effectiveness, the design should be flexible. You’ll brand your custom business cards, website, social media pages, and company products with your logo. The design should transfer clearly and aesthetically, from print to digital.