15 Reasons Small Businesses Need a Brand Identity System

15 Reasons Small Businesses Need a Brand Identity System
Business and marketing experts urge small business owners
to "brand" their businesses with a logo and a set of
consistent marketing materials - a brand identity system.
But they rarely explain the reasons behind this advice. A
logo and consistent marketing materials can increase your
sales and revenue, because they convey the following
impressions:

1. To convey that you are established. A logo and
professionally-printed materials show that you are
committed to both your business and your clients. It also
makes you look like you've been around for some time, and
that you're stable.

2. To attract more clients. Some clients look for a
well-defined company, and "look and feel" may be one of
their criteria in making a purchasing decision.

3. Others are "wowed" by professional-looking materials,
and your logo may impress them into buying.

4. To increase your credibility. A logo makes you look
experienced and professional, and can go a long way towards
making your business appear credible. And, if you'd like to
be known as an expert in your field, this type of
credibility is the first thing you have to establish.

5. To be more memorable. Forty percent of people better
remember what they see than what they hear or read. So
having graphics associated with your business and having
consistent graphics on your business materials make you
more likely to come to the forefront of potential clients'
minds when they have a need for your goods or services.

7. To stand out in your field. A well-designed logo and an
identity system can put you far above the competition,
especially if they are paired with a strong marketing
program.

8. To look "bigger." Home-printed business cards with
perforated edges or cards printed with standard designs
available through Microsoft software or online business
card vendors scream "small-time vendor" to your potential
clients-and that is how they will want to compensate you.

9. To improve your chance of getting venture capital or
selling a business. If you present a well-rounded business
package, including marketing materials and graphics, your
business will look more complete.

10. To brand yourself. Especially if you are a consultant,
you need a logo in order to build an image and a brand that
is bigger than your individual identity. If you're running
a larger business, the logo will begin to create a "brand"
or "face" for your business, and to personalize the larger
business entity.

11. To give clients a sense of stability. You may not have
been in business "since 1908," but if you have invested in
an identity, you are much less likely to fold in the eyes
of your customers. It goes a long way toward building that
all-important "trust."

12. To explain your company name. If your company name
contains a little-known word or an acronym, the logo can
give visual clues to its meaning. To endear your company
name to your clients. A difficult-to-pronounce or
hard-to-remember company name may make it challenging for
your clients to hire you. When potential clients have the
need for your services, they might not recall who you are.
But if you reinforce the name with interesting, compelling
graphics, they are more likely to remember you, pick up the
phone, and hire you.

13. To describe an unusual line of business. If your
business is nontraditional or in a hard-to-explain
industry, a logo can help to explain exactly what it is
that you do by offering a visual reference.

14. To show what practices differentiate you from your
competition. A well-designed logo can have many subtle
meanings and can begin to tell the story of how you do
business, including the special practices that make you
stand apart from the competition.

15. To comply with expectations. In some industries, a logo
is just expected. In the creative services industry
especially, having a logo is an industry standard. To show
your commitment and for the sense of personal pride it will
add to your practice. In other words, do it for yourself. A
logo will increase your confidence, and that will show
through in all of your business interactions and practices.

These benefits will boost your business and your
confidence, so start thinking about developing a logo and
identity as soon as possible.

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Erin Ferree is a brand identity designer who creates big
visibility for small businesses. As the owner of elf
design, Erin is passionate about helping her clients stand
out in front of their competition and attract more clients.
Her "Define Your Difference Branding Workbook" will help
you with your brand definition - the most important step in
the brand identity design process.
http://www.elf-design.com/products-define.html