5. Colors communicate messages about your brand and should be selected accordingly. Purple may suggest wealth; dark blue, authority; white, purity. Your designer will recommend colors that reflect your image.
6. Don’t be trendy. Logos should have a timeless look. Jumping on the latest trend can come back to haunt you (like a woman I know who, in hindsight, regrets going with the “Miami Vice” color scheme).
7. Be consistent. Have your designer create a logo standards manual which indicates the exact specifications of the logo image, size, font, placement, and colors. Don’t reproduce your logo without adhering to these guidelines.

Beyond the Logo: Words and Photos as Brand Symbols

Avoid irrelevant business photos—like a picture of you holding your puppy dog. If you’re in the pet industry, or you have a clever way to tie Fifi into your business model, it can work. If not, lose the pooch—it will detract from your brand. Also avoid titles like “The Mommy Marriage Counselor” or “The Diva Dentist.” Trendy or cute terms can be perceived as unprofessional, and quickly become cliche and dated.

Check Your Cleavage at the Door

Many women use photos that reveal their weapons of mass, uh, distraction. Always remember that selling is the second oldest profession. Photos are powerful when you are the face of the brand (i.e., a musician, author, or speaker). They can establish trust and familiarity if you are a doctor, therapist, or consultant. (I once let a realtor in my home because I saw her photo so frequently, I thought I knew her.) Dress appropriately for the image you want to create and the clients you want to attract.

Long Live Your Logo

There is much more to consider with the design of a logo and other visual elements of your brand. Get it right the first time and create a logo that you can live with for the life of your business.

Sandra Sellani is a member of the Orange County, CA, Incubator, the author of What’s Your BQ? (Brand Quotient), and principal of The Sellani Group Brand Strategists.

Ladies Who Launch is asking you … does your logo need work? If so, tell us how you’re dealing with it in the Comments section below!

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