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10 Questions to Ask When Designing Your Company’s Logo

Logos are the face of your company, the harbingers of the all-important first impression. Follow these pro tips to hit your first logo out of the park.

Kim Lachance Shandrow

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Apple-logos

Great logos are recognisable in a blink. They also should make a lasting impression.

Target hits the bullseye, Nike goes swoosh, and Apple catches the eye.All three company’s iconic logos are unique, memorable and stand the test of time. They instantly and consistently do what a potent logo should: Identify a brand, make it stand out and, ideally, drive customer interest and sales.

We all know great logos, but we don’t all know that great logos aren’t easy to create. From concept to color to rollout, there’s much to consider when boiling your brand down to a single emblem.

Related: How to Design Your Business Logo

“We have less time and less space to tell our stories in than ever before,” says Alina Wheeler, a Philadelphia-based branding expert and author of Designing Brand Identity (John Wiley and Sons, Inc., fourth edition, 2013). “To rise above the clutter, a symbol or a logo is the fastest communication known to man. It unlocks associations with your brand on sight, so it’s important to get it right the first time around.”

Here are 10 essential questions to ask when designing your company’s first logo:

1. What types of logos are there?

Wheeler separates logos into four categories:

  • Wordmarks are freestanding word or multi-letter abbreviation groupings comprising a logo, a.k.a. logotypes. Companies with wordmark logos include eBay, IBM, CNN, Google, Kleenex, Saks Fifth Avenue and, yes, the publication you’re reading right now,Entrepreneur.
  • Letterform logos are comprised of a single letter. Think Honda, Uber, Unilever, Beats and McDonald’s.
  • Pictorial logos are illustrated symbols of recognisable things. Starbucks, Twitter and Playboy all have pictorial logos.
  • Abstract logos don’t represent anything otherwise recognisable, like abstract art. Perhaps the most famous brand to successfully pull off an abstract logo is Nike.

Related: How important is a company logo when starting up a business?

2. Which type of logo would best suit my company?

Unfortunately, there is no one type of logo that works for everyone, Wheeler says. “Which fits you best depends a lot on your name and what you provide or make.”

For example, if you have a short company name like eBay, a wordmark logotype could work well. Wordmarks and letterform logos generally help consumers remember your name better than abstract logos. If you opt for an abstract symbol, however, be sure it’s straightforward and mirrors the personality of your brand.

3. What are the key points about my business that my logo should convey?

Your logo – from the colour to the shape – should provide an immediate sense of what your company is all about.

“When people look at it, they should get a feel for your brand personality and your distinctive point of view,” Wheeler says. “They should know that you’re different from your competitors, you’re professional, a real business and you’re confident and successful in what you do.”

Amazon’s logo, represented by the company’s name, with an arrow below it pointing from the “a” to the “z,” is an example of a logo that embodies its namesake’s brand identity exceptionally well, according to Wheeler. “The arrow doubles as a smile that conveys friendly customer service and it connects the ‘a’ to the ‘z’ because Amazon offers everything A to Z. It’s all there.”

4. What are the best logo colours?

Color choice is incredibly important. To best differentiate yourself, Wheeler says it’s paramount to choose a colour that your biggest competitors do not use in their logos.

Also consider that different colors pack different psychological punches. For example, the colour red – appropriately used in Red Bull’s logo – is active, intense and even a little alarming. Yellow is happy, energetic and fresh, perhaps a wise choice for a company focused on health and wellness. Meanwhile, blue – the hue of Ford, Samsung and GE’s logos – evokes confidence, calm and reliability.

5. What fonts should I consider?

Fonts, like colors, convey and inspire various emotions. Different fonts work best for different businesses.

For example, a logo for a legal firm – which should convey honourability, strength and justice – might best be represented in a bold, straightforward font free of flourish. Whereas a candy shop might opt for a whimsical font that communicates youth, sweetness and fun.

6. Should I design a logo myself or hire a graphic designer to do it?

Even if you think you’re a decent drawer and even if you’re on a tight budget, Wheeler suggests that you leave designing your logo to a trained graphic designer.

“Working with a skilled graphic designer is really critical. They understand what a good logo is and how it needs to scale and function across different media and marketing channels, like on your website, within an app or on a storefront sign, all key things that shouldn’t be left to chance or guessed at on the fly.”

That said, it’s still a smart move to know which logo colors, shapes and fonts you like and don’t like ahead of meeting with a designer. Communicate your preferences to him or her before any mockups are drafted.

7. How much will it cost?

Professional design firms typically charge anywhere between $4,000 to $15,000 for a logo alone, which might not be in the budget for startups and small businesses.

For a more affordable option, Evenson Design Group founder Stan Evanson suggests contracting a freelance designer who charges between $35 and $150 per hour, depending on his or her level of experience. “But don’t hire someone because of their bargain price. Find a designer who’s familiar with your field and your competition,” Evenson says.

There are also several web-based professional logo design providers, like Logoworks, that provide logo concept, design and revisions packages for as low as $299 to $599, depending on the number of logo designs delivered.

8. Where should I display my logo?

A better question would be “Where shouldn’t you display it?” because you’ll want to show it off “pretty much everywhere,” Wheeler says. Online, weave your logo into your website, digital ad campaigns and on social-media sites where you have company accounts, like Facebook, Twitter, Instagram and Pinterest.

Offline, put your logo on your front door, business card, product packaging, uniform and on company stationary and contracts.

9. What are some mistakes to avoid?

The worst mistake of all, Wheeler says, is settling on a logo before seriously considering your key competitors’ logos. If your logo ends up similar to theirs, even in the slightest, customers might not be able to tell you apart and you could lose business.

Wheeler also cautions against sizing up your logo on a piece of paper only, as opposed to envisioning it across several diverse marketing places and spaces, like as an app icon, on a website, a billboard, or on a T-shirt or the side of a truck.

10. Is it too soon to worry about how my logo will look in 10 years?

Most logos, Wheeler says, need some touching up after a decade’s time or so anyway, to avoid growing stale. The key is to get it right from the start, then fine tune as needed over time.

“Think of it, the Michelin Man has undergone Botox and minor surgery a bunch of times in the last 100 years,” she says. “But the core idea is still the same as the first Michelin Man.”

Related: How to Create a Logo

Kim Lachance Shandrow is a Los Angeles-based tech journalist who specializes in writing about iPhone, BlackBerry, and Android phones, as well as social media marketing, startups, streaming TV, apps and green technology. Her work has appeared on NBC’s The Today Show, MSNBC.com, NBC.com, and in The Los Angeles Times and The International Business Times. She also consults for Ameba, a Canadian multiplatform children’s streaming TV startup.

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Start-up Advice

4 Tips To Secure Funding For Your Start-up

Here are 4 tips to help you secure funding for your start-up.

Ellie Martin

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Entrepreneurs seek to create new and ingenious ideas. Successful business owners are adept at looking at things in new and interesting ways. Their creativity fuels everything they do. Blazing through the initial steps of opening your own start-up can seem like a breeze if you’re endowed with this creative mojo, but you still may find yourself stuck at the very last step of starting your business.

Finding funding is undoubtedly the most difficult part of starting a business, and securing it requires the most creativity of all. Still, you can only stretch your creativity so far. Luckily, there are a few ways you can improve your chances of getting the money you need, regardless of whether you decide to attract angel investors or venture capitalists, or if you decide to apply for small business loans and grants.

Here are 4 tips to help you secure funding for your start-up:

1. Seek alternative funding opportunities

Before taking out a massive bank loan, consider these other funding options:

The vast majority of entrepreneurs either use their own funds to start their business or borrow money from friends and family. According to Forbes, 90% of start-ups fail, with 25% of them failing within their first year of operation. Due to this rate of failure, if it really is impossible for you to attract investors or secure venture capital, it is still best to avoid putting up your own money. Before draining your personal savings account, look into other options, such as crowdfunding. Research small business grants as well, as these can help cover gaps in funding.

2. Write a top-of-the-line business plan

If you’re interested in attracting investors, you’ll need a solid business plan to lure them in. Regardless of how wonderful your idea is, you must communicate that idea effectively and back up your claims with thorough research. A tightly organised business plan has the ability to assure investors of your industry know-how. It will give them a picture of how you plan to run your business and how accurately you can assess and address risks.

An entrepreneur who has a business plan with a punchy executive summary and a precise market analysis in hand is more likely to attract shrewd investors than one with only an inspired (and undeveloped) idea.

Related: Business Plan Format Guide

3. Network, network, network

The absolute best way to find investors is to network. Generally, you never want to cold call investors with your business ideas. You want to build relationships naturally with those in your industry and in your local community. Talk with other business leaders and go to local events. Offer to help other entrepreneurs and established business owners. They may return the favour by introducing you to reliable angel investors or they may steer you to a venture capital firm that helped launch their start-up. They may even offer to pitch in some of their own cash, if they really take to your idea.

Moreover, to make sure your networking efforts are effective, try to pinpoint the audience who would be most interested in your idea.

“Network selectively,” advises American author and entrepreneur, Steve Pavlina. “Take the time to build a profile of your ideal customers, and target your networking activities to reach them. Speak to those who are already predisposed to want what you offer.”

Building connections is a vital part of creating your business. You’ll need to build new ones and strengthen existing ones, not only to get the funding you need in the short term, but also to survive as a business in the long term. 

4. Be prepared to compromise

Asking for funding for your startup means experiencing failure time and time again. Most of the investors you’ll encounter will pass on your idea. You shouldn’t take this to heart. It’s all a part of the process. You may find that in order to get the funding you need you’ll have to give a small piece of the business over to an angel investor.

Your first crowdfunding effort may fall short, and you might have to incorporate feedback from backers and implement changes to the core of your idea to crowdfund successfully the next go around. Don’t be too rigid with your vision. If you’re willing to make some slight changes, you could have a much better shot at landing a deal.

Securing funding for your start-up is no easy task, but it is certainly not one you have to do alone. Enlist the help of friends, family, and business associates to help you craft a superb business plan, meet other entrepreneurs and investors, and make revisions to your idea. Use their input to help you find other ways to fund your start-up, such as small business grants and crowdfunding. Use these 4 tips for securing funding for your start-up, continue researching your target market and refining the way you approach investors. Without a shadow of a doubt, if you’re willing to seek the advice of others and compromise when necessary, you’ll find a way to fund your start-up.

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Start-up Advice

7 Strategies For Development As An Entrepreneur

What follows are seven simplified yet key strategies to develop yourself as an entrepreneur which are a hybrid of the authors’ practical experience and what he has learnt from very successful entrepreneurs, coaches, and consultants over several years.

Dirk Coetsee

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What lies behind you and what lies in front of you are tiny matters compared to what lies inside of you” – Ralph Waldo Emmerson


I am an entrepreneur, I surround myself with business minded people, I am privileged enough to be mentored by great leaders. I speak to visionaries, I write about them and learn from them.

What follows are seven simplified yet key strategies to develop yourself as an entrepreneur which are a hybrid of the authors’ practical experience and what he has learnt from very successful entrepreneurs, coaches, and consultants over several years.

A wise man once told me, “A higher level of consciousness does not mean you are better than anybody else it just means your mind sees from a higher vantage point and therefore you see clearer than most.”

Related: 8 Entrepreneurs Share Their Best Advice For When The Going Gets Tough

Those wise words lead us into explaining the first strategy:

1. Expand your consciousness

Simply put your consciousness is nothing but what you are aware of. By increasing what you are aware of through experience, study and honest self-reflection and by inquiring deeply into every aspect of your business as to increase the quality of your awareness you are enhancing the quality of your experience as an entrepreneur.

The second strategy often referred to as priming or framing is commonly used by successful entrepreneurs:

2. Priming or framing

Priming or framing is creating a positive mindset first thing in the morning which builds mental strength and the capacity to face the day with a very good attitude. This is, in essence, done by creating a morning ritual or habit for yourself which can take whatever form you prefer, as long as the outcome of it is a stronger and better you.

Some prefer meditation and/or prayer. Others repeat affirmations in the mirror. Some take the quiet early morning hours as the opportune time to read and learn more about their craft. Exercise is another way to start your day in a positive way. See this exercise of Priming or framing as an investment earning compound interest over a period of time.

nelson-mandelaGoogle whom any famous leader or entrepreneurs’ mentor was and a name or many will most certainly pop up. Nelson Mandela’s’ mentor was Oliver Tambo, Warren Buffet holds the Dale Carnegie certificate proudly displayed on his office wall in high regard, the famous investor Ray Dalio is still coached by Tony Robbins.

Related: (Podcast) Being An Entrepreneur Is Painful

That explains why you should:

3. Be willing to be mentored

When I facilitate training or a coaching session a common objection to being mentored is: “ Yes , but I do not know anyone that could mentor me.”

Honestly, what a lame excuse. Most servant leaders understand that it is part of their duty to society by leaving other servant leaders and/or entrepreneurs behind and are actually just waiting for your call.

It is really as simple as that, make your list of people that you look up to and want to be mentored by and call them, sincerely tell them how much you admire them and ask for guidance and mentorship. To those whom knock sincerely a door will be opened.

There is no such thing as a “self-made man” as everyone has received some help in some shape or form along their journey of entrepreneurship.

It is much harder to give up on something that you really have worked hard for over a long period of time as opposed to something that you have approached with half-hearted intent and little effort.

Therefore:

4. Hard work compounded by smart work

Hard work is not only something that you should do to stay ahead of the competition but a necessity in order to build resilience.

When you have lost sight of your purpose and vision as an entrepreneur decision making becomes drastically harder, your morale might be affected negatively, and your bank balance might suffer as a consequence.

So:

5. Ensure that you have constancy of purpose and a clear Vision

A very effective way of priming and/or framing is to remind yourself of your purpose and vision every morning. Make your Vision and purpose visual by displaying it clearly at your office. An entrepreneur cannot talk regularly nor enthusiastically enough about his or her vision and purpose. When you have not wholeheartedly bought into a vision and purpose how can you expect your team to?

ian-fuhrThose whom embody servant leadership of which the founder of Sorbet, Ian Fuhr is a prime example know that unconditional giving as a principle not only builds character but empowers others so that we can not only grow as businesses but as people.

Related: 10 Young Entrepreneurs Under 30 Share Their Start-Up Secrets

That is the reason for:

6. Giving without expecting anything in return

When you give of yourself unconditionally you have a true servant heart and your clients will not only be loyal, but they will love you in general. Giving unconditionally feels good and receiving unconditionally places no burden on you and creates a wonderful and vibrant work atmosphere, generally speaking.

When you only take a stand on your principles and values during good times yet allow them to crumble in the face of challenging times “your house is divided and cannot stand”.  Your principles and values must become ingrained practises and not just frivolous words.

Taking the aforementioned into account:

7. Have non-negotiable principles and values that you live by

As an example, if when respect is a non-negotiable value that you live by you will refrain from losing emotional control and will be willing to walk away from a conversation where someone dis-respects you.

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Start-up Advice

7 Ways A Tech Start-up Is Like Starting A Band

Building a successful tech start-up and putting together a band are more similar than most entrepreneurs and musicians would like to admit.

Alice Goldstein

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Building a successful tech start-up and putting together a band are more similar than most entrepreneurs and musicians would like to admit. The truth is that both of them require a lot of hard work, sleepless nights, self-induced poverty and other big sacrifices. Like a startup, says Alex Grossi of Quiet Riot:

“The process that once entailed a songwriter or record label spending countless hours and dollars recording, manufacturing and marketing music is gone. It is now up to the artist to figure out what the next move is in the industry.”

Succeeding in the music or the business worlds can also bring a number of great benefits. Becoming a successful entrepreneur can open up doors to new, more fulfilling projects and rewards. Moreover, you will have more control over your future ventures and have a big role in the success of any project you work on.

Visualising your tech start-up as a band can help you get creative, and may even help catapult your company to success. Because of this, I’ve put together a list of seven ways a tech start-up is like putting together a band, so you can put on your inspirational hat and make your company more than just a one-hit-wonder.

1. Be honest with your skill set

The first thing you need to consider when starting a band is the instrument you can play and at what level. The very same can be said for tech start-ups. Technology now influences virtually every single part of modern society, so you need to consider the skills you have available and determine how you can use them to create a good product.

David Ellefson, the bassist from Megadeth, owner of Ellefson’s Coffee and EMP label group shared his learning experience forming and playing in rock bands, in which he said:

“The idea of a rock band is selling this dream of the ultimate creative journey and endless freedoms. Yet, things like showing up on time, knowing your role (and respecting the roles of others!), disciplined practice, marketing &; promotion are as much part of the band experience as getting onstage and rocking the house each night.

Related: How Craig Bright And Brian Little Launched Rocking The Daisies

I learned many years ago that just because I was successful in music didn’t qualify me to be an expert in other fields, too. My successes came as a result of discovering my passion and honing in on skills that came natural to me. That led to relationships that opened doors for my success. We’ve all been blessed with certain skills, talents, and abilities and having success (and happiness!) usually lies with our passion allowing us to be the best we can be with those abilities in a chosen field.”

The good thing is that you don’t only have to focus on your particular expertise. Each band member offers a valuable set of skills that contribute to the quality of the music. In this case, your band members will be your start-up team. Take a look at what each team member brings to the table and make sure you are applying them to their full potential.

2. You need to be driven by passion

business-passionJust because you love music doesn’t mean making music will just happen, and in the words of Phil X the guitar player of Bon Jovi:

“There are no short cuts. You have to kick your own ass before you kick everyone else’s.”

Once you have identified your passion, the next step is acquiring the skills to realise your dream. This may seem tricky at first, but try to get creative and figure out a way to combine your skills and passions to build a valuable business.

If you are preparing to launch a tech start-up, you should definitely find something you are passionate about. Not only will this make your work easier, but you will always find motivation to give your best, even on bad days. Moreover, you may find that working on something that you really love will actually bring you joy and work as extra fuel when your tank is running low.

3. Put together a stellar lineup

If you were building a band and you knew the best drummers and bass players in town, you would definitely reach out and try to recruit them, right? Well, the same thing goes for your tech start-up. You should review all your options and scour your connections until you find the combination that best suits your vision.

Now, remember that putting together a killer lineup isn’t only about finding the best of the best. You also need to find a balance and make sure that the talent you bring on board will compliment the whole team. If you have two great candidates, but you think they won’t work well together, you are better off choosing the one that works best with the rest of your ensemble.

4. Practice makes perfect

practiceOne of the most important aspects of having a band is practicing frequently. Musicians already have a high level of dexterity, but that doesn’t mean the band will sound good right off the bat. By practicing together, you can make sure everyone is on the same page and organise your act.

As a start-up, the equivalent of having band practice is working as a team. Although everyone learned the skills needed to carry out their specific tasks separately, you also need to work as a team to make sure everyone is in sync.

A good way to do this is to give everyone individual tasks, and also assign at least one communal task a week. This will give you time to sit down with your team members, gauge that everyone is on the same page, and clear the air if they are not.

Related: Will.I.Am: The Man Who Took Music To Mars

5. Networking is the KEY

Any successful musician will tell you that networking is as important as the quality of your music. Networking with the right people can help you land gigs, get your music to the right listeners, and make a name for yourself by rubbing elbows with established industry giants.

The reason why I say that networking is KEY to any tech start-up is because it’s what will enable you to Keep Expanding Yourself. Building connections with established tech companies and influencers can help you get your name out there and land significant contracts. Not only this, you will also be able to gain valuable insights from the people that already thrive in your industry.

6. Find your audience

audienceMost bands already have a good idea of who their followers are or will be, and they focus on getting gigs in venues that will attract these fans. This makes their promotion easier and increases the chances of hosting a successful event. Not only this, in order to adapt to your audience’s changing needs and preferences, you must be ready to diversify wherever necessary.

Marq Torien from BulletBoys put it beautifully “Always know at some point you have to reinvent yourself in your music career. It’s a must, if you want to keep your audience and fans who love what you or your group does. All the great musicians and artists have done so at some point in their careers. Don’t have fear of diversity”. Marq stayed true to his words as their highly anticipated March 2018 Frontiers Records release “From Out of The Skies ” is truly one of their most diverse album to date.

Although it’s a bit more complicated, you should identify your start-up’s perfect clientele in the form of fictional buyer personas. This requires a good amount of market research, but it will give you essential information about your potential customer base. You’ll be able to create marketing campaigns that speak directly to your buyer personas through the channels they use the most as well as diversify based on changes in consumer demand.

Related: Kim Coppen-Watkins On Having And Maintaining Strategic Growth

7. Use all available promotion channels

It’s no secret that the most popular bands are featured on radio, television, the internet, and just about any other channel you can imagine. Besides boosting their collective egos, bands tend to take advantage of all promotional channels they have available because it guarantees it will extend their reach as far as possible.

You should also consider all the marketing channels you have available and take advantage of every single one of them. Now, if you start-up is in its early stages, you may not be able to invest huge amounts into advertising. That being said, you can always get creative and use free marketing channels such as social media platforms, blogs, and YouTube videos.

Finally …

Launching a tech start-up may not sound as glamorous as being in a band, but they are more similar than you may think. Always remember a successful tech start-up requires patience, a lot of behind-the-scenes work, the ability to adapt to change, and a well-organised team. Follow the tips outlined above to pave your way to success and enjoy the perks that come with it!

This article was originally posted here on Entrepreneur.com.

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