franchising aspects Jul, 26 2010

Design the logo right

Logo forms an important element of branding. Branding is not just a need rather a necessity for a franchise business. The article provides a guide for entrepreneurs, planning to start a business along with the benefits of a professionally planned branding

By Abha Garyali
Sub Editor
Design the logo right

The design of a logo, quality of the brochure, and marketing strategies speak volumes about the business. Branding is a one-time exercise, because an entrepreneur can not change the design of his logo every now and then. A logo is a symbol that aptly defines the business. It acts as a mirror that reflects the image of the company.

Engaging professionals in designing logos for the business is especially required in case the entrepreneur wishes to expand his business via franchise route. Logo forms the primary aspect of branding. Brand image plays a significant role in franchising and the logo reflects the reputation of a brand. Thus to impress up on the aspiring entrepreneurs, it is essential for the franchisors to appear credible to them.

Planning a logo

Even before taking up professional assistance in designing the logo of the company few things need to be kept in mind. As Samit Lakhotia, Business Development Head, Re-Feel, highlights, “A logo creates a recall value among the minds of the customers. Franchisees and customers identify the company with its brand. Therefore it should be easy and simple.” Find below some tips to be considered while designing the logo:

Language and words: A logo that is clear and simple would be easily understood by the clients. Clients would find it easy to remember the logo.

Colour contrast: Selecting colours wisely for your logo is important. The colour combination should be relevant and apt that suits the business image. Commenting on this Lakhotia says, “A logo should never be more than two colours.”

Readable font: Any words which are there on the logo should be in big fonts so that they are easily readable. The words should be in proportion to other visual or graphic elements used in the logo.

Versatility of the logo: Remember that a logo has to be used in different formats like in business cards, company’s brochures, letterhead etc. It cannot be applied in the same size in all these places. Therefore, make sure the logo retains its impact in different sizes and different medium like online or printed.

Permanence of logo: As a company grows and expands through franchising, the franchisor may feel that the logo needs some changes in order to accommodate new ideas, products, marketing campaigns etc. Therefore, while making a logo it should be visualised how it would appear with slight changes and whether the changes can be incorporated successfully.

Benefits of well designed and defined branding

Read on for an insight about the importance of branding via logo and other well designed marketing tool for franchisors for attracting more customers as well as franchisees. Below are some of some of the benefits of a professionally designed logo and its importance in franchising:

  • Better Brand image: While launching a business, the owner may design a logo himself in order to save money at the marketing front but in case of further expansion of the brand via franchising, this may leave a negative impact. The self-made logo reflects small time brand. Aspiring franchisees may reject your franchise in terms of the poor quality of logo designing.
  • High income with franchise fee: If the business has a professionally designed and created logo initially, it would help in fetching higher franchise fee and capital at the time of franchising. The logo, brochures and other marketing material would impress the clients and franchisees to pay high prices for services and fees etc.
  • Attract customers as well as franchisees: A well designed branding system can attract more customers in the beginning of the business. This would, later on, add to the credibility of the business and attract more franchisees also.
  • Establish a reputable business: A powerful logo and professionally-printed materials show that the owner is committed to his business. Aspiring franchisees would look at the franchisor with more respect.
  • Provides sense of stability: Well designed logo in the beginning will have no need for any change at the time of franchising. This would provide the franchisees with more stability regarding the business. Moreover, an investment in the identity of the business will lead to its sustainability; and more relevance in the eyes of customers as well.
  • Provides better identity: Most people remember what they see than what they read or hear. Similarly a logo provides unforgettable image to the clients. The successful brands like Nike, adidas, Levi’s, Pepe, and Woodland have a universal appeal for their distinct logos.
  • Handling competition: A well-designed logo differentiates the company from others. More franchisees keen on taking a particular franchise may get attracted to your company due to the logo and the marketing approach.
  • Professional and experienced feeling: Unprofessionally done logo might send a negative image to the customers. Hiring a professional to create a logo would make the owner seem experienced.

To conclude, it can be aptly said that efficient branding leads the way to a successful business and this is essentially true in case of businesses that are franchised. So, all you aspiring entrepreneurs who wish to expand their businesses plan your logo right.

Related: Safeguarding franchise interests

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