If you have a logo (and you should) or a special type style for your company name, you must put it on everything and put it everywhere. If you need a new logo, contact a local college’s art department to find students who will help you design one at a reasonable cost. Professional firms can create logos for you, but you’ll have to search for one that’s not too big or expensive and get a couple of quotes first.
A point to consider: The more colors you put in your logo, the more it will cost to print. When you first get a new logo, ask for many copies of it—black on white paper. The black on white can be used to print in any color. If you’re using more than one color, you’ll need separated artwork so that each color can be printed independently. You’ll also want to have different sizes of your logo.
Be sure to save it on your computer and back it up on a CD or other storage medium. Keep copies of your logo in several places and take a disc home—don’t take a chance on losing the only copy and having to start over again.
Make sure you’re satisfied with your logo before you accept it; you don’t want to change it often. Your logo should become familiar to customers and prospects, and changing it could hurt your identity awareness. When you have the logo just the way you want it, start using it everywhere. Here’s a list of places where you can use your logo:
- All envelopes and mailers
- Business cards, letterhead, and business forms
- Fax cover and memo sheets
- Advertising brochures/literature
- Product packaging and cartons
- Product instructions
- Invoices, purchase orders, and checks
- Uniforms and hats
- Company shirts and wearables
- Promotional items and giveaways
- Promotional backdrops, displays, and materials at tradeshows
- Signs, posters, and billboards
- Your door or nameplate
- Website pages
- Display windows
- Vehicle lettering
- Magnets and labels
- All correspondence and communication
- Direct-mail pieces
- All print advertising
- All TV advertising
The more times your customers and prospects see your logo, the more confidence they will have in buying your product or service. They will remember your brand more easily and think of your business when they need that type of product or service. You want to create a buying comfort level that comes with seeing your logo over and over.
Using your logo everywhere should be automatic, so that it will stand out in your group of competitors. Even the smallest business can and should have a logo or a special type style that looks unique. It’s an inexpensive way of placing you and your company in the minds of everyone who sees it. Looking unique to your target market also can create a feeling of your company being larger than it actually is.