A logo identifies the name of the company selling the product. And that is all.



A strong logo becomes a selling point when your products and service have built a market reputation for excellence so customers buy just because your name is on the label. But what is the point of having a logo if no-one knows who you are?

An entire industry surrounds logo development and so it is easy for newcomers to get caught up in their logos and branding, leaving the product sitting on the shelves while arguments ensue about hue and other miniscule design features.

It is not just about the time and money you spend on logo development because when you have one, they take up valuable selling space - so they really have to earn their keep. A logo is just your name, it is not a selling feature and if you use it at the top of your sales copy then it will replace the headline. If you have a web page and your logo is above the fold, then unless buyers snap on your logo alone, it will be costing you sales instead of making you money.

You do not need a logo to develop a style which your repeat visitors will start to recognise. It is the simple things which make the difference and they only cost you a spot of time to plan. Consistency is the key and undoubtedly the finer details count?

❒ Decide on a font and stick with it

❒ Be consistent in choice of primary and secondary heading styles

❒ Page lay-out and borders should flow from page to page, site to site and advert to advert

❒ Think carefully about colours for your type and page and then stick with them.

❒ Use a big, bold signature and a professional photo

As you start a new business at the bottom of the pile, the only way to improve is to test what works, eliminate what does not and progress with the successes. Eventually the small wins become triumphs. New business start-ups must focus on what works and sells. It can take years to measure the affect of a logo, so I strongly advise you not to get sidetracked into logo-land until you have an established product with a strong market position.

My best wishes for your prosperity?