New York SBDC Research Network

From iMPACT : A brand is more than just a logo. It’s a tone of voice, a feeling, a set of expectations that arise when people hear your name. It’s the values and emotions that the thought of your business evokes. A logo or color palette are simply reflections of these larger ideas - but that doesn’t make them any less important. In fact, it actually makes them even more important. Regardless of what your business is, you should establish a brand and branding. Having a well-thought out, consistent brand creates a sense of professionalism and reliability and instills confidence in both prospective and existing customers . For owners of small businesses, this concept can be intimidating and seem expensive, but it doesn’t have to be. In the handy infographic below, Cooper House, an Oklahoma-based branding and design studio outlines a number of essential tips to help small-business owners establish and maintain a brand and as well as tactics for creating recognition.

From Bplans : Your logo is the key to your small business brand. Whether you are setting up shop or rebranding, designing your logo is just as important as getting things right on other aspects of your business. However, that doesn’t mean you have an unlimited budget. With today’s logo design crowdsourcing services, you still have lots of options for good small business logo design. Many startups and small businesses turn to the web for crowdsourcing their logos, so let’s start with a basic understanding of what crowdsourcing is in this context: Crowdsourcing is using the internet to obtain services by approaching an online community. A good rule of thumb is this: The designer’s work is only as good as the information and direction you give them.

Getting the right logo can often be the hardest part of building a brand. It’s the one mark that defines you in the marketplace. It’s the holy grail of how you should look. Right? Actually no. Often businesses get themselves worked up in a frenzy, trying to make their logo the next Mona Lisa. What ends up happening? The logo becomes over-complicated instead of being a simple and succinct mark. No question, your logo will lead the charge in your brand efforts. But it really is just one piece of the branding and marketing puzzle. Take a look at some of the most famous brands out there. Think Apple. Nike. Google. More from Bplans .