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Something for Nothing: Don't undervalue your logo

Or, Why Your Logo is No Place to Scrimp on Budget.

Remember the Yugo? Or, perhaps, you are trying to forget the Yugo. How about the Ford Aspire? Once on a business trip, I rented one and promptly renamed it the Ford Expire. The problem with these vehicles? They were designed to give people exactly what they asked for: cheap, basic transportation.

And as most of us have learned, be very careful what you ask for.

The same holds true in business. I recently saw an ad for $25 logos. Twenty-five dollar logos? Can anyone seriously believe that paying $25 for a logo—the foundation of a company's branding and image—is going to yield a logo that Aspires to greatness?

Your logo is a virtual microchip of information encapsulating your organization's personality, positioning and style. Branding design professionals devote many hours learning about your business and your competition to develop an image that defines your company 'face.' Your logo, on business cards or signage, is usually the first thing people see. It's essential to make a good and accurate first impression. Putting the right face forward, sets the tone for sales and relationship building.

Think what you feel about each company when you compare the logos of IBM and Apple; the former Cingular and AT&T; Ritz Carlton and W Hotels. Each logo is imbued with the brand experience. You get a feeling of what to expect. Putting those expectations forth helps to attract your target customer and lessen the time, effort and cost of promoting to them.

Investing in a well-designed logo will yield dividends for years to come. Expecting to gain all these benefits for $25 is expecting something for nothing.

Yugo get yourself a professionally designed logo. You won't regret the investment.

Before You Brand: The Gut-check Guide to set up your brand for successAre you ready to build or energize your brand but don't know how to get started?

Are you unsure about how to select the right brand consultancy for your business?

Sign Up for ALLEnews and get a link to download the bonus: "Before You Brand: The Gut-check Guide to set your business up for branding success. These 7 strategic steps with guide you in making a smart selection.

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Next Issue:

Is your brand an old sole? Getting out of your comfort zone.

ALLE is a catalyst inspiring companies, professional organizations and committed entrepreneursto expose and express their brand value.

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