VIEW: It All Starts with a Logo
A logo is the first piece in the branding puzzle—but not the only piece. The logo is the symbol that represents the entire brand behind your products and services. The idea of branding can be a little tricky to explain, but think of your brand as the identity you've established in your market—how you market your products and services to how you answer your phone to the design of your sales materials.

But, it does all start with a logo.

From start-ups to established business, we've been immersed in logo requests lately. We'll tell every client the same thing after finalizing a logo design.

Prepare quality materials. As your designer develops your logo, the way in which you proceed with branding your company will become more and more clear. Is your business selling an experience (think: Starbucks)? Are you selling a feeling, a solution, a luxury? Your branding should express this.

A family of printed tools including stationery, advertisements, brochures and presentation pieces should be based on corporate design standards (whether implied or formally written) to prevent your marketing messages straying too far off course—maintaining a cohesive image. It's extremely important that any marketing materials you will leave with your prospective clients, because they will represent your business long after your meeting is over.