As a business owner, you should always take your brand seriously and an obvious starting point for your branding activities is to get your business a logo!

Your logo should perfectly convey the true message of your brand to your target audience. You’ll need to take time to think about the image your business wants to convey or about the message you want to express, to help you to focus on what is important about your product.

Here are some of the benefits of having a logo as part of your branding activity:

To provide consistency:

A logo gives your business an easily recognisable visual symbol. By using this image on all correspondence, marketing collateral, website and emails, you’ll give people consistent exposure to your brand. The more people are exposed to your logo the more closely associated the logo becomes with your name and brand.

To give your brand ‘personality’:

Imagine if McDonalds didn’t have their iconic golden ‘M’ – would their brand be as strong? Would the name alone be enough to have a strong brand identity? Whilst achieving this level of iconic status is difficult for a small business, nonetheless a creative and visually appealing logo can attract people.

To differentiate you from your competition:

A well designed logo can convey many things and can begin to tell the story of how you do business. The message that it conveys will demonstrate the ‘special practices that make you stand apart from your competitors' (Your logo will help to establish your brand identity, which customers will remember and keep them coming back to you).

To be more memorable:

People remember better what they see rather than what they read – images stick in people’s minds a lot easier than words. When your business name and your logo integrate, you are giving yourself the best chance of imprinting your brand on to your customer’s mind.

To give customers a sense of stability and reputation:

You may not have been in business for very long, but if you’ve invested in your identity you are more likely to remain stable and relevant in the eyes of your customers. It will go a long way towards building that all important trust and reputation. A logo and professionally printed material will show that you’re committed to both your business and your customers.

To endear your business name to your customers

A difficult to remember or difficult to pronounce business name may make it challenging for customers to hire you. When potential customers need your services they might not recall a tricky name, but a name reinforced with an interesting logo would be memorable.

By Greg Thomas, director, MiVentures