In today's financial climate, sales and marketing have to be a critical priority for all small and medium sized firms. Finding, developing and sustaining markets is going to be tougher. SME's generally operate in an already crowded market place, so competing and winning business against new and established players takes a lot of hard work and some degree of luck.

Portraying the right image, through a distinct visual identity that is reflected in

logos, trademarks and business branding is one way of winning this battle. Clearly establishing values that set you apart from the competition then integrating them into all cross media marketing and promotion will reinforce your presence when put in

front of buyers.

Pointers to Success

Starting a new business, launching new product or service, changing the company's image or placing your products into new markets requires an experienced eye with the expertise and talent to create and implement a distinct logo and consistent brand identity. Creating a strong identifiable impression that will continue to deliver and stay relevant for many years requires a broad and objective strategic approach.

To stay ahead of your business competition, increase the level of awareness and reinforce your presence in today's sophisticated marketplace you should consider:

• Elements that make your business, products and service unique.

• Internal and external business criteria it has to address.

• Forms and formats it will need to be reproduced for.

• Having a minimum and maximum budget that will allow you to match feasible solutions to your objectives.

• Any existing colours, styles, text or content has to be integrated into any new design.

Daring to be Different

New and different ways of doing things that you can translate into a new company logo, web content, business literature and publicity will set you apart from other firms

looking for the same slice of pie and add value to the products and services you offer. Once properly established the visual identity and brand the business establishes should work successfully for many years before needing any major change or overhaul. Once the identity is out there, it should be adaptable way of representing the company visually across all marketing and sales activity.

Look at any of the big brands in business and on the high street today and you will see a identity conceived for the long haul, but which has be flexible enough to have remained in the mainstream by slight alterations as customer aspirations change.

Resisting the temptation to rush straight round to your local printer with your business initials scrawled on the back of an envelope and ask him to print up your stationery set.

Chances are you'll be left with a poor quality or indistinct identity that will have to be changed if you are serious about winning sales.

Professionally designed and constructed logo provides a constant and effective signature keeping your company name in the minds of the people who will help your business flourish. Handing over the process to proven expertise in the design field can bring huge returns on investment in terms of the credibility it gives a company and the sales it helps win.

After all, the priorities in a small business environment are decision-making and planning, with fixed responsibilities within its structure. Such an atmosphere is rarely conducive to unbridled creativity!

Design Briefs

Your visual identity will play a role in your online success. Make sure you place your company logo and slogan in the top left corner of each page of your web site. This will not only assist your visitors in remembering your site, but it will also give your pages a consistent look and feel.

About the Author:

Christophe Skett is the owner of Studiografik, a design studio that provides creative collaboration with firms to ensure they get the best from their visual identity, web presence, marketing and sales literature. More information is available on their website http://www.studiografik.co.uk Email your feedback and comments to: articles@studiografik.co.uk