Most small business enterprises are run without a fitting business logo. When you ask a small business entrepreneur why he does not have a logo he would have a stock reply: I have no time to bother about petty affairs. More than a big business, it is the small business that requires a logo badly. Let me enumerate chief reasons why small business needs a logo.
1. Representation: A logo is similar to an owner or an employee. It represents small business to the people in the outside world. A business logo is ascribed living qualities. In commercial activities a business logo is just a party as the owner and his staff
2. Recognition: For a small business, logo functions as a brand. Commercial enterprises immediately recognise a brand; so do the customers, creditors, lenders, bankers and other business actors. A successful small business needs an appropriate business logo; vice versa, to succeed, a small business needs recognition and a business logo
3. Identity: A logo for a small businessperson is basically an identity card or a passport. He can just show the logo and gain entry into many places. Besides, a logo is unbreakably connected with the name of the business and the staff employed therein
4. Image Projection: Undoubtedly, a business logo projects the image of a small business to the outside world much more effectively than promotions and advertisements. It is true that you need both for initially getting into the attention of customers and clients. But once you achieve your goal in getting attention sustaining it requires a well-designed logo
5. Communication: Logo is not just a symbol, form, or lines and letters; it is more than that. A business logo essentially is part of business policy. It communicates the mission and vision of the business; its policies and practices; its commitment to uphold ethical principles of trade. Moreover, business logo conveys company strategy and directions to parties dealing with that business
6. Uniqueness: Every logo is unique, true enough. Yet there is something else in uniqueness for a small business. One with a well-crafted logo stands out among large numbers of small business enterprises; besides it automatically gets up-graded into the class of big business
7. Generates Responses: What kind of a response a logo elicits from those who look at it. Every day you see thousands of business logos. So what is the fuss about a logo doing something for a small business? The answer is very simple. For a small business a logo gets feelings of attachment, sense of appreciation, positive emotions, and rational calculations and finally “let’s try out this company” attitude in the onlookers
8. Transcends Time: Most business logos can outlive its creators and / or users. In the case of a small business it is doubly important because in small businesses there are more chances of changing hands or rapidly being wound up. Whatever happens, a logo transcends time and is passed into new owners and successors like a baton in a relay race
9. Fountain of Cosmics: Logos have inherent cosmic power; you can feel this cosmic power when you look at famous business logos; Apple, Coca-Cola, Google, IBM, Lego, Microsoft; all these are fountains of cosmic energy. These logos not only generate cosmic energy but translate it into cosmic power in the form of sales, profit, goodwill and a groundswell of positive feelings and emotional attachment to the underlying products. Conversely a business logo that is designed without taking into considerations of inherent cosmics could turn out to be very destructive to its owners and users. A good example is the Nazi Swastika that finally destroyed everyone connected with it.
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