You only have one opportunity to make a good impression, and for an SME, your branding is that opportunity. A weak logo gives a neutral or negative promise of the business, so if you have an SME, you need a logo that shows your brand’s power and differentiates you from the rest.
After all, a strong brand inspires consumers who have no prior knowledge or experience with your company to believe that you will give them a great product or service. Most importantly, without a strong logo, you may not have another opportunity to demonstrate your customers’ quality. If your branding doesn’t show that you do a great job, your consumers could choose your competition.
Give your brand the attention it deserves. “Pay attention” means that the logo you choose to represent your brand will not be an impulsive decision but a planned development that will define your entire company. You cannot risk your branding in today’s market since it will probably be the most important decision you made. Follow these five tips to create a logo that melts a strong brand and pushes your business to success.
Don’t go for the Generic
First, make sure your logo is clear and easy to interpret since you don’t have years of brand recognition behind you to ensure that people associate your name with a product or service.
You should strive to find a logo that shows what you do and who you are and leaves a good impression, so small business and SME logos are very different from a corporate logo. Corporations can invest enough money in marketing to ensure that people associate any symbol or graphic with their name. Still, a small business does not have these budgets, so you must invest in a strong logo.
Choose a Typeface that Reflects your Values
Most SME brands are created under two main elements: their typographic elements and the graphic or iconic elements. Together, these factors form the basic structure for most logo designs.
After the graphic element or icon, the typography you use in your logo’s design is the most critical part that your company will represent. The typography communicates a lot about your brand and should be in harmony and balance with the graphic part.
Be Smart When Choosing Colors
Certain industries have typical and traditional color palettes. For example, medical or pharmaceutical industries often use blue in their branding. But, try to go further when you choose the colors for your brand. Study your competition and choose a color palette that allows you to stand out from among the existing brands.
Consider How your Logo Will be Used
When possible, avoid using a logo that requires a lot of explanation. If your SME uses external media such as signage, vehicles, or similar, a memorable icon is very important. This should link the client with the message quickly and efficiently. A simple test is to cover the typography and see the graphic. Does this give the client an idea of the nature of the business?
It is also vitally important to think of other applications. What will your logo look like in other executions of the brand? Will be a success in one format but a loss in another? Consider these projects before finalizing your design: business cards and letterheads, signage, vehicles, uniforms, web design, and social networks.
Many SMEs suffer from bad branding, but you have the opportunity to be unique and stand out. A look at your logo should be sufficient explanation and offer a good expectation and experience. The logo is the concentration of your brand and will start your strategic messages. If you create a logo that builds a solid foundation for your brand, you will guarantee the drive to be successful.
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