Your
logo is your single-most important
investment.
A
proper logo can literally make the
difference between success and moderate
performance or even failure. Every
business, almost without exception,
we have witnessed fail has deployed
a substandard logo design
as their "best foot forward".
This is not to say that all businesses
with incorrect logos will fail, or
that every business with a good logo
will succeed, but every failing business
that does fail also happens to have
an incorrectly focused logo. It is
a huge contributing factor.
Image is everything.
Your
Logo is a Business Tattoo.
A
logo is a permanent tattoo on your
business. You can't remove it later.
Once it is branded, and it's there
for life. We aren't the tattoo kind
of people, but if we were, we would
never skimp on tattoo art for
our arms. It would be on our arms for
life.
Your company shouldn't consider the
logo a necessary evil. A lot of companies
just do a "temporary
logo" until they have time to focus on the real
one. Whatever foot you put out first is the one people
look at. The cost to change a logo later that is
already branded can be in the 100's of thousands
of dollars because of lost brand equity, lost
sales and a confused customer base.
You
can always change a trifold, a brochure,
even a dot, but not the logo. It's
permanent. It's a business tattoo.
