My latest article for Small Business Computing (which also got picked up by Ecommerce Guide) is titled “Marketing Strategy: Why Logo and Web Design Matter.” And, in my humble opinion, it is must reading for any small (or really any) business owner thinking about rebranding or just starting out.

Here are a couple of excerpts from the experts:

I won’t go so far to say that having a good or bad logo will make or break the success of your business, said Candy Phelps, the owner of iCandy Graphics and Printing, but it will definitely increase your success if you have a great logo and branding identity. If you have a cheap-looking, generic website and a cheap-looking logo, you’re sending a message to your customers that you may be cheap about other areas of your business, like your products and services.

Put another way, think of your website as your top salesperson or your first point of contact with prospective customers.

You wouldn’t hire, or keep, a salesperson that went out to meet customers in ripped jeans and a t-shirt, without showering, would you? asked Brad Leszczynski, the chief creative officer at 8fold. So why would you have an awful looking website and a badly designed logo? If a customer perceives your business — based on your logo and your website — to be sloppy, what are they going to think about the product or service you are offering?

Think about the last time you went to buy a product or service and were faced with multiple online choices. Did you gravitate to the website that looks like it was designed at the dawn of the Internet age — crammed with text, with multiple colors, fonts and images and hard-to-use navigation?

Or did you shop at the well-designed, easy-to-navigate site with the memorable name and eye-catching logo and color/design scheme?

If you are like most people, nine out of 10 times, price being relatively equal (or even unequal), you chose the business with the attractively designed website with a clear branding message. And your customers are doing the same thing.

To learn more, including what two successful small business owners had to say about how having an eye-catching logo and a well-designed website helped them attract more visitors and increase sales, click on this link to my article. And be sure to check out my upcoming article on crowd sourcing as an effective and inexpensive way to get a great logo or design help, which will be published on Small Business Computing in mid-August

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