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What A Copywriter Can Tell You About Creating Your Logo

February 28, 2012 | Comments: 0 | Views: 147

Solo-preneurs often delay their online marketing campaigns because they think, "I need a logo before I start my new business." That's a dangerous myth.

Let's get this one out of the way. You don't need a logo to get your business started. In fact, experienced marketing consultants will advise you to wait till your business has a solid foundation before embarking on your search for a logo.

This advice makes sense for at least two reasons.

First, in the early stages, your priority is to connect with your market. Your resources need to be directed to clarifying your message, establishing credibility and spreading the word. Second, and more important, your message will change as you evolve. You may change your message and your logo will become irrelevant (unless you have a particularly clear vision from the outset, which is very rare).

If you do choose a logo, you can start simply. I encourage clients to get a designer from one of the low-end resource centers to create a colorful, original arrangement of their initials. If your business is based on you as a three-dimensional person (e.g., if you are a coach), you can work with a photo, cartoon or caricature as your logo.

Once you choose a more abstract symbolic type logo, start with your message and keep it simple. Recently a business owner asked forum participants to comment on a new logo. The company's name was something like "Endless Possibilities" (not their real name) yet their logo was a symbol surrounded by a thick box. The name spelled "freedom" and the logo spelled "confinement." Clearly this company presented a clashing online image.

The company also chose colors that clashed with its image: a navy design that suggested the pinstripe suit of a conservative, old school banker. No way! A company with endless possibilities should be surrounded by bright, cheery colors, such as yellows and reds. I would work with the metaphor of "sunrise."

If you want to invest in a logo, here are some steps to follow:

- Start with the message.

- Review the emotions of the message.

- Think of symbols that capture the emotions of the message.

- Test with some prospects who are not familiar with you and your business. Do they "get it" right away? If not, rinse and repeat.

The Internet is not kind to business owners who demand thought and analysis. Your prospects are skimming and scanning; they think in sound bites. A confusing logo will backfire and will actually confuse your readers.

One of the best ways to avoid confusion is to begin your website development project with a copywriter or a marketing coach who understands copywriting. Once you begin creating content, your message will become clearer and you will have a more solid foundation for creating a logo.

Cathy Goodwin, Ph.D., owns, developing strategy and content for solo-preneurs and independent professionals worldwide. She's the go-to service for making your online presence rock and your online revenues rise. To get your FREE "5 Point Checklist For a Profitable Website," and to learn more about Cathy and her products and programs, visit

Source: EzineArticles
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