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Every small professional service firm has something that makes them special. And, believe it or not, it is not hard to tell that to others. Semaphore takes a look at the reservations these small firms might have about using a logo.
"Don't Be Afraid to Say You Are Different"
There is no denying that professionals (doctors, accountants, lawyers, etc.) are busy, busy people. There is always another patient to diagnose, another general ledger to study, or another will to draw up. However, there is a simple way for these firms to engage in strategic marketing everyday, just like their larger competitors. They can use a logo. In this article, Semaphore will respond to some common hesitations a small business professional might have when considering a logo for their business.
I don't see why we need it.
Many small service professionals may say or think this the moment a marketer suggests that he or she begin to use a logo as the centerpiece of their business communications. But a very simple reason proves this thought to be untrue and that is the fact that every service business is different. No matter what service a business offers, there is something that they likely do better than their competition or something that makes them unique. So why not say it? Each time a business differentiates its service from another, they stand out more from their competition. A logo is an excellent way to quickly direct people to what makes a service better than the rest.
It's too complicated for us. We are just a small operation.
A logo is not a complicated thing. It is a distinctive symbol of a business and can be a clear indication of a firm's chief benefit. It is also easy to use. Almost every small professional firm sends out, at the very least, letters, faxes, e-mails, payments, and invoices. Most employees at small professional firms give out business cards and perhaps pens with the company name emblazoned on the side. A logo would give unity and consistency to these various kinds of communication, assuring that they are working together to create awareness of the business among current and potential customers. It is a small act that can lead to a large reward.
We already have great word of mouth.
Small professional service firms frequently have many satisfied customers who recommend them to their friends and business associates. Employees in those firms are also excellent sources of word of mouth advertising. When a small firm chooses to use a logo, they are giving those that advertise for them via word of mouth the possibility of an even more powerful impact on potential customers. First, logos reassure existing customers and employees of the outstanding qualities of the service. Second, those existing customers and employees will now have something tangible to use when they communicate to others about the service they received.
We do so many things in our field well. A logo will make our business seem too specialized.
Small professional service firms are often good at many things in their area of expertise. Small law firms often deliver great service across the legal spectrum. Small accounting firms often do a great job with accounting, and they often excel at financial planning as well. But it is very hard to communicate all the tasks a professional service firm can do in a simple manner that any audience can understand.
A logo eliminates that problem by visually communicating the most outstanding or most unique thing about a service. As people start associating that characteristic with the professional service firm, people should also start associating other good things with that company as well. For example, a real estate company might be extraordinarily good at helping people who are purchasing their first home. The real estate company aides all types of residential customers, but decides to roll out a logo and slogan to communicate that they are the best place for a first time homebuyer to use for buying new home. Immediately, that firm will start to own this communications position in the real estate marketplace. They should also find opportunities in other aspects of real estate as well. Common sense says that if a real estate company is especially good at helping a first time home buyer, they are probably very good at helping buyers on any level.
The article above is based, in part, on principles from Selling the Invisible: A Field Guide to Modern Marketing authored by Harry Beckwith.
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