Creating the logo for your company is as important as choosing your business name. Your logo needs to be original, meaningful and unforgettable all at once. Your best bet is to let the experts take over. Logoworks by HP employs many professional designers and gives you access to their expertise through its website. Pick the level of design you want (the least expensive gives you four original logo concepts and two revisions), fill out a detailed form describing your business and what you want your logo to express, and two or more designers will get to work on your logo. Everything can be done online or, if you purchase a higher-cost package, you can talk to the designers yourself.
Small Business Success Index 4
Index Score* | Grade | ||
SBSI INDEX | 73 | C- | ![]() |
Capital Access | 67 | D+ | ![]() |
Marketing & Innovation | 65 | D | ![]() |
Workforce | 76 | C | ![]() |
Customer Service | 88 | B+ | ![]() |
Computer Technology | 73 | C- | ![]() |
Compliance | 92 | A- | ![]() |
*Index score is calculated on a 1-100 scale. |




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Posts Tagged ‘Branding’
What Your Hiring Process Says About Your Company’s Brand
November 4th, 2010 :: Karen AxeltonBy Karen Axelton
As the economy shows signs of picking up, more small businesses are considering hiring employees. If yours is one of them, take some time to think about your hiring process and what it says about your firm.
While many of us think of the hiring process in terms of how our businesses can be hurt (for instance, if we neglect to do a background check, we might hire a criminal), few of us think about the point David Lee makes in this ere.net article: Creating a poor hiring experience can permanently hurt your business brand.
When you’ve weeded down job applications and resumes to a precious few, what do you do before you contact those candidates? You probably go online and search their names. Well, you can be certain that job candidates are doing the same thing with your company. And if anyone they know has had a bad experience applying or interviewing at your company, they’re likely to share those thoughts.
Before you place your next want ad or start networking for candidates, take some time to assess your hiring process with an outsider’s eye. Here are some basic questions to ask:
- Is it easy to apply for a job? Your ad should clearly state the process by which people should apply. Specify who to contact and what to do (and not to do). This saves time on their end, and on yours.
- Are requirements clearly explained? Any applications, tests or projects that applicants need to fill out or complete before a live interview should be clearly explained. The applicant should be able to contact a specific person at your business with any questions.
- Are interviewees treated courteously? The environment of the interview gives applicants a glimpse into what it’s like to work for you. I’ll never forget one job interview where I was kept waiting for two hours in a chair next to the office copier while my future boss kept postponing the interview because she was swamped. That should have been a sign to me not to take the job.
- Do applicants receive a response? It’s simple to set up an automated response by e-mail. Everyone who applies should get at least this courtesy. But you’d be surprised how many companies take employees through several interviews, then never contact them again. One of my friends recently traveled to another state at her own expense for a second interview with a major company. After an intense series of interviews with a team of executives, the firm never contacted her again. Not only that, but her voice mail messages and e-mails went unanswered.
No matter how busy you are, taking time to treat job applicants properly pays off for your business’s brand. More than that, it’s simply the right thing to do.
Small Biz Resource Tip: Google Analytics
October 20th, 2010 :: Rieva_LWondering about the traffic on your website? Where are viewers going on your site and what’s making them hang around? Google Analytics can give you this information and more—and the basics are free. Simply copy and paste tracking code onto one or more pages of your website, and Google can tell you what your customers are really looking for and help you make the sale. You can also track e-mail campaigns and banner ads and, if you employ Google AdSense and AdWords, you can discover which of your content generates the most revenue.
Using Content Curation To Become a Thought Leader
August 11th, 2010 :: Monika JansenEver hear of content curation? Neither did I, til I signed up for another fabulous American Marketing Association webinar on that topic last month. Pawan Deshpande, Founder and CEO of HiveFire, and Chris Brogan, President of New Marketing Labs, collaborated to present the informative, funny, and very interesting webinar. Here’s what I learned:
Thought leaders share four qualities:
- They distill information into key insights
- They foresee new directions their industry is taking and set trends based on that information
- They are trusted, go-to authorities for information
- They look for patterns in trends and news and report on those patterns
So, what a thought leader will do is identify a topic they think is worth pursuing. They’ll do research on that topic and produce a report, article, blog, white paper, or whatever. Then they repurpose the content for different uses, distribute it, and start all over again.
The reason it’s so important to become a thought leader in an industry is due to the power of influence. You want to not only influence your prospective clients but, most importantly, have them seek you out, rather than vice versa. Remember, though, that thought leadership is NOT about tooting your own horn. If I’ve said it once, I’ve said it a million times: no one cares about you, they only care about themselves.
So let’s switch gears a little bit and talk about content. Content marketing evolved as the cost of publishing information nose-dived. Thanks to the internet, free blog software, and numerous social networking platforms, anyone can publish and distribute content for the price of a high-speed internet connection. This, as we well know, has lead to its own complications. There’s just so much out there! And because marketers struggle to get found, they publish tons of stuff and distribute it on as many mediums as possible. So now there’s this vicious cycle going that is expensive, time-consuming, and creating content marketers rather than thought leaders.
This is where content curation comes into the picture. Rohit Bhargava defined it very nicely: “A content curator finds, groups, organizes, and shares the best and most relevant content on a specific topic online.” Think the Drudge Report, TMZ, the Huffington Post. Because these companies are so good at content curation, they have become thought leaders. We go to them for our information.
To become a thought leader using content curation, you have to first decide if content curation is a good marketing strategy for you. Ask yourself two questions:
- Is your brand focused on an issue and do you have an innovative perspective on that issue?
- Do your prospects conduct a lot of research on this issue?
If you answered yes, then here’s what you do:
- Distill information into key insights
- Provide fresh perspective on a topic (or topics) within your industry
As always, easier said than done!
Logos: Yes, You Need One
July 19th, 2010 :: Monika JansenLogos are a very important, powerful part of a company’s branding. We mostly associate them with large companies:
- Nike with their swoosh
- NBC with their peacock
- Louis Vuitton with their elegant brown interlocked L and V
Some company’s names are also their logos:
- IBM’s crisp striped letters
- Yahoo’s uneven letters, punctuated with a !
- Coca Cola’s red and white script
Even my kids recognize McDonald’s arches, and they’ve never been inside a McDonald’s let alone eaten the food. (Come to think of it, they don’t watch commercial TV either, so I have no idea how they know about McDonald’s.)
Just because you’re a small business owner, it doesn’t mean you don’t need a logo. It’ll become your symbol, your badge, a memorable part of your company’s identity. A good graphic designer will put one together for you when they create your stationery, business card, website, and any other marketing materials you might need.
As your company grows and times and tastes change, your logo will evolve. It should be tied into what you do, though, and not just be some random, pretty picture that has nothing to do with your company or industry (I see this a lot on business cards that people have slapped together themselves).
I get comments on my logo all the time, which incorporates my middle initial “c” into a cog wheel, thus pulling double duty: my logo both imitates the copyright symbol and effectively illustrates that I’m an important part of the marketing process.
Here are other considerations when putting together a logo:
Color. Greens, blues, and other muted colors are relaxing and soothing, while oranges, reds, and yellows are exciting and energizing. Black, white, and gray are timeless. Purple stands out, as most people shy away from it.
Style. Elegant, simple, bold, modern, gothic, Italianate…the choices are endless. If you’re a high-tech start-up, you’d obviously go with something modern. If you are a coffee shop, you can play around a little more, but you’d ultimately want your logo to appeal to your target demographics.
Tag line. A lot of companies include their tagline in their logo. If it’s short and only adds to the logo, go for it.
Dare to Be Different
June 16th, 2010 :: Monika JansenI recently saw an eye-opening slide during a webinar on marketing. Around 40 photos of smiling, laughing, and generally happy children, adults, and families were arranged in a grid pattern. The next slide showed the names of the companies who used those images in their advertising. I was naively thinking those images belonged to car companies, Disney, theme parks, hotels, tourism offices, and the like. Nope, most were associated with huge multinational companies that you would never associate with laughing, let alone children.
With so much advertising, messages, and branding competing for our attention, why are companies so afraid of being different?
Check out websites for banks. They all look the same, totally cluttered with much too much information on checking, savings, and money market accounts.
Ask a friend to blindfold you and walk you into the lobby of a big hotel chain. Take off the blindfold. Any idea which hotel you’re now standing in?
Visit the local mall next time you’re traveling. Ten bucks it looks almost exactly like the one back home, even if you’re in a totally different part of the country.
These situations can be applied to most industries, from airlines to grocery stores to jewelers. There are exceptions, of course, and not off-the-wall, only-in-big-cities exceptions. You’ve got:
- Jet Blue with their great snacks, cheerful employees, and satellite TV. We haven’t flown them in a couple of years, but both of my young children remember Jet Blue.
- Whole Foods with their commitment to local, organic, and sustainable foods, excellent customer service, and décor that is not inspired by a prison.
- Tiffany & Co, with their employees who are discreet, elegant, and gracious. Even as a young twenty-something, I was treated like a queen when browsing.
- Houston’s Galleria mall, with an indoor, year-round ice skating rink and plethora of upscale shops. Awesome people watching, too.
- Kimpton Hotels with their funky décor, complimentary happy hours, and intimacy a 500 room hotel could never match.
- ING Bank with its scrolling, interactive navigation bar that pulls you in and dares to make banking exciting.
Take a look at what your competitors are doing and figure out how you can distinguish yourself from them. You don’t have to do anything weird, just do something different: a light-hearted blog, contests, offers exclusively via Twitter, scrolling photos on your website, video testimonials from customers, bold colors and graphics, marketing that shuns all hackneyed business terms.
It’s not that hard, but so few companies are willing to go that extra mile. They all end up as paint-by-numbers, cookie cutter companies, and the customer is left choosing the lesser of the evils, the one that’s more convenient, the one that’s cheapest. Is that any way to win customers, inspire loyalty, or generate leads?