Logos, Business Cards and Your Basic Branding Tools

The basic branding elements of your business– logos, business cards and the like –are the first expression of your company and it is certainly worth taking the time to think about what you want that expression to be, but keep in mind that even though this is our baby, we can often put too much passion and energy into these tools at the start. Also keep in mind while we don’t want to overdo it. The process of thinking through these brand elements can actually play a valuable role in forcing us to hone in on what we are trying to do.

“The process of thinking through these brand elements can actually play a valuable role in forcing us to hone in on what we are trying to do.” 

Getting Started..But Don’t Overdo It

Creating a logo and business cards is an important, necessary step, but we must be careful not to overdo it because we have bigger fish to fry. Yes these tools are the first expression of your brand, but ask yourself when was the last time you were so compelled by a logo as to want to buy something? Or the last time when you saw a cool business card it made you more likely to use a product or service? Or the last time you found something you wanted at a very good price and on excellent terms, but then decided AGAINST doing business because you didn’t like the appearance of the logo, or background color of the web page? It’s rare.

Does this therefore mean that a new business person should not give a damn about a logo and business cards? NO, it doesn’t mean that. But what it DOES mean is that no particular expectations should be associated with it. I can’t count the number of people who have exhausted their blood, sweat, toil, tears and dollars on a logo, only to wonder why it rarely shows in results and generates very little in revenue. Why? Because that logo, like your business card, is one in a zillion; it is like the tree that falls in the middle of a deep forest that no one hears.

Yet, for some reason, there is a widely accepted myth that heavy investment of time or talent or money to create an APPEARANCE of “whatever,” will somehow drive people to do business with you. But at the same time, many people will also say that while the design is a nice touch, it is not controlling on the ultimate choice. In another words, NOBODY is fooled into thinking that a nifty design automatically means a superior, or even an acceptable, result.

A logo is not as important for a startup. As a startup, you’d much rather focus on processes, your product and your brand – develop those things and after a while, once you’ve gained traction, you can evolve your logo at a time when you have established your brand identity. This does not mean you shouldn’t have any visual that represents your brand – if you have a good brand name, then simply pick up a nice typeface and print the brand name. The goal of a startup should not be to look pretty or “correct” – it is to gain traction and get up and running. Put your money where it’s needed.

How To Do It

So do it well, do it quickly but don’t overdo it. If you are a startup, you are very likely to alter or change your business direction (maybe even your target audience) in the first couple of years. Keep your logo polished, scalable (i.e. you can add ideas/components to it easily) and simple at first (maybe a logotype rather than a full logo will suffice). You can always iterate it later when your idea takes hold.

Pay a designer to do it correctly. It does more damage then good when you do have a logo that is terrible – and I’m not suggesting that being ridiculed by the design community is the most awful thing that can happen to you – what I’m saying is that a bad visual image projects the wrong idea.

As an example, if you have a good product / service, something that fulfills a need, and you have a terrible logo, in the short run, it will not matter but in the long run, you will lose out on multiple opportunities to build your brand and your marketing will not have the visual tool to sell your products / service. Paying a professional is a one-time investment that more than pays for itself on various front – marketing, advertising, branding, sales – it affects everything – even your self-confidence about the image of your company.

If you do not have the budget for a logo and are thinking of slapping something together – stick with typography, for now – there are lots of designers who will be happy to look at your typography and tell you, in brief, whether it’s ok or whether it sucks. Definitely do not use what you’ve designed in ten minutes. You can then, later on, hire the designer who gave you good feedback.

The Real Reason

We understand that logo and business cards are necessary. But there is a more important benefit that comes from thought about this area. Designing the symbolic representation of your business forces you to consider exactly what it is you are attempting to accomplish, and the manner in which you are doing so. In other words: Why is this a good thing for people? How is is different?

You can begin by putting yourself in the customer’s position and ask why you would do business with yourself. Is it because you are an “expert?” NO. Is it because you promise no more than you can deliver, and then deliver more than you promised, on time and on budget? Possibly. Is it because you cared as much or more about the outcome for your customer as you cared about it for yourself? Absolutely. From that position, you will promise no more that you can deliver, you will deliver more than you promised, on time and on budget, reliably and honestly.

So, what symbolic expressions, on business cards, on packaging or anywhere at all, will express your convictions? Tough question. And that’s the point. The true purpose and function of the design process is to make you think.

The design process will be greatly assisted by the thought processes of one or two trusted others who “get it” about your enterprise. These need not be design experts, themselves (although they might be). But they probably should be responsive to design that seems to send the right message. But in the end, it is your own satisfaction that really counts.

If you can’t find those key elements in what you are about to do, then the “logo” won’t do it for you.