Landscape Manamgement
August 1, 2005
Get Noticed
By Robert Marsh
Want a better corporate identity? Here are five reasons why your company needs a good logo
Grass, a tree and solid block lettering — these elements make up the vast majority of landscape company logos. If your logo looks like everyone else's, how will your customers remember you? How will new customers find you?
A good logo is critical for a successful business, especially in a trade as competitive as landscaping. Here are five ways an outstanding corporate identity will help your company succeed.
1. Great logos make great first impressions
Before your sales person knocks on the door, before your truck pulls up, and even before they call you, potential customers consider your logo when they decide whom to trust.
Wayne Stuetz, founder of The Sodfather Landscaping in White Plains, NY, understands how that first impression gives his company an edge. "People are always asking for a t-shirt with my logo on it," he says. "My logo is very memorable and once a person has seen it, it's hard to forget." What makes The Sodfather logo memorable at first glance is its resemblance to its namesake movie. The company's tagline, "We'll make you an offer you can't refuse," reinforces that association as well. Customers remember it. Bada-bing.
When people can remember your logo easily you gain a competitive edge.
2. Attract new customers
Your customers see hundreds of logos a day and they know a good logo when they see one. By sending the right message to potential customers your logo helps them choose you over the competition.
The Lawn Rangers, in Pearland, TX, has seen the benefits of a good logo. "When customers initially see the logo on our estimate sheets, trucks and Web site, they feel good about us," says co-owner Aaron O'Donley. "Unless there's something you can show potential customers to convince them their expectations will be met, they will turn to the competition. Our logo helps us persuade them."
3. Stand out from your competition
Flip through the phone book and you'll quickly see that potential customers have plenty of landscaping company choices. You'll also notice how few logos stand out from the crowd. Differentiating yourself from your competition is critical in winning the battle for customers.
The Lawn Rangers does that with color. Instead of the usual greens and blues, they use a warmer color combination that stands out. Original uses of colors, words, shapes and fonts can set your logo apart from the rest.
4. Keep loyal customers
Good service is the key to keeping your customers. But what happens when a competitor moves in with shiny trucks, clean-cut employees, a professional look and promises to match your service? If your company image isn't as good, your customers may be tempted to try the competition.
Don't put your business in that position. "A great logo convinces high-end customers who look for a loyal, long-term relationship to choose you over the next guy, who is probably waiting around the corner," Stuetz says.
5. Earn trust with professionalism
What convinces people to choose an established landscaping business over a couple of kids with lawnmowers? Often it's the professionalism of the business.
"People see our professional logo and see that we're here from year to year, and that builds trust," says Tina Zoltan, owner of Oak Leaf Landscape in Groveland, FL. "If we can send the message of professionalism through our logo, a lot of the work is done for us."
<< Logoworks in the news
See the LogoWorks article at www.startupjournal.com
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