OK, first things first: you don’t need a logo to get your business started. In fact, many top marketing consultants will advise you to wait till your business has a solid foundation before embarking on your search for a logo.
There are two reasons. First, in the early stages, your priority is to connect with your market. Your resources need to be directed to clarifying your message, establishing credibility and spreading the word. Second, and more important, your message will change as you evolve. You may change your message and your logo will become irrelevant (unless you have a particularly clear vision from the outset, which is very rare).
If you do choose a logo, you can start simply. I encourage clients to get a designer from fiverr.com to create a colorful, original arrangement of their initials. If your business is based on you as a three-dimensional person (e.g., if you are a coach or other service-based business), you can work with a photo, cartoon or caricature as your logo.
When you choose a more abstract symbolic type logo, start with your message and keep it simple. Recently a business owner asked Facebook participants to comment on a new logo. The company’s name was something like “Endless Possibilities” (not their real name) yet their logo was a symbol surrounded by a thick box. The name spelled “freedom” and the logo spelled “confinement.” Clearly they had a clash.
A company with “endless possibilities” suggests bright, cheery colors, such as yellows and reds — think “sunrise!” This company chose a conservative, pin-stripe type navy and very conservative letters.
If you want to invest in a logo, here are some steps to follow:
— Start with the message.
— Review the emotions of the message.
— Think of symbols that capture the emotions of the message.
— Test with some prospects who are not familiar with you and your business. Do they “get it” right away? If not, rinse and repeat.
The Internet is not kind to content that demands thought and analysis. Your prospects are skimming and scanning; they think in sound bites. A confusing logo will backfire and will actually confuse your readers.
One of the best ways to avoid confusion is to begin your website development project with a copywriter or a marketing coach who understands copywriting. Once you begin creating content, your message will become clearer and you will have a more solid foundation for creating a logo.
If you’d like to talk more about your message and copy strategy, let’s get started Often once we figure out the message, the logo will be straightforward. Click here to learn more.