50% of all businesses fail within the first few years of their existence, a common source of failure is their lack of effective marketing. If your marketing materials fail to grab attention, success will become less achievable than it has to be.
Your company logo is not just another image. It is your path to credibility and awareness, both of which are essential if you want to succeed. Your biotech firm is great at research and development, but you are not marketers. Hire a professional marketing company to help you develop your marketing materials. When you, your nephew, or some other unqualified person is tasked with creating your marketing materials it tells the world that you are not yet ready for success.
Your logo is the first impression people will have about your brand. Your logo is more than a small image that is placed on your marketing materials. Your logo must the the symbol for everything your biotech firm represents.
Think about your current logo. In your opinion when a customer sees your logo, are they able to quickly connect with what you do? Does your logo look like it was put together in a few minutes? Often companies treat their logo as an insignificant project. They think that every minute they spend on it takes time away from what really matters. Your logo is part of your brand image. Your logo could become one of your greatest assets.
When your exhibit at a trade show your logo might be the most remembered marketing piece. You might think “Who cares if they remember our logo as long as they remember what we do?” Your customers are bombarded with logos and marketing messages and the quality of your marketing materials will help you stand out. Let’s face it, we all have competition. How we stand out is what is going to make a real difference.
Here are few pointers that make great logos.
Simple is good. I am sure you have seen complicated colorful logos. For the most part, overly complicated logos are a bad idea. Your logo should be experienced in a simple visual image. The image people see in your your logo should communicate who you are. Also consider that fact that logos are printed on anything you can imagine. Logos that are too complex don’t print well. Simple logos look good printed small or large.
Colors should be kept to a minimum. The best logos are one or two colors. Fight the urge to use multiple colors. Most logos are best one or two colors. As you decide on the logo colors consider how it will look on your business card, your company website, your brochures, letter heads, and all of your marketing materials.
Your tag line doesn’t belong in your logo. It is tempting to cram as much into your logo as possible, but it is a mistake to include your tag line. Imagine your logo printed on a pen or your business card; will your tag line readable in that size? You might include your tag line on a large trade show banner, but leave it off your logo.
No matter how many words are in your legal name, limit your logo to a couple of words. IBM looks and sounds much better than “International Business Machines.”