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Episode Info: Hey there, thanks for joining me again this week.So, what do most people think of when they think of branding? They think of logos. In fact, many people think that their logo is their brand. Of course your brand is much more than just your logo. Still, the logo design is something that people fret over.  And too often, people end up doing a really shabby job themselves, or paying someone else hundreds of dollars to create a logo they don’t really like.And none of it is necessary. I mean, think about it—why are you creating a logo in the first place? Because everyone else does, right?  Or because you just think you’re supposed to. Just like with business planning, you create a complex business plan because everyone else does.Don’t get me wrong, now I’m not suggesting you shouldn’t have a logo. It can be a very effective branding tool. I’m just saying that many people overthink this one and place WAY more importance on it than it warrants.Because, remember, It’s your NAME that is your most important brand asset! It’s your NAME you want to brand, not necessarily an icon or graphical element. However, when done well, graphical elements can help create the brand impression you want, whether fun and whimsical or a serious legacy. But, we don’t want to create unnecessary elements that complicate and confuse your brand. We want folks to remember YOU AND YOUR NAME…not what you’re wearing.But that’s exactly where people often go wrong. The name is the important thing. Yet, logos are often designed that don’t showcase the name and firmly imprint it in the customer’s mind.So let me start by going through 8 sins I see that people commit when choosing a logo design. Here we go.Mistake #1 is they don’t make the farm name prominent. Remember, it’s the name we want people to silently mouth when they see the logo, to remember. Yet, with so many farm logos you can’t even see the name, especially on a mobile device. If you do a Google search on “farm logo design” and look at the images, they’re usually templates for you to stick your farm name in. That’s what people often do, even those designers you hire, and it’s a mistake. Because in almost all those templates the farm name is small and overshadowed by other elements. So remember this more than anything else in this episode: YOU MUST MAKE YOUR NAME PROMINENT AND MAKE IT STAND OUT. Why we don’t do this brings me to sin#2.Mistake #2 is that, pretty much everyone, adds unnecessary graphical elements. I cannot tell you how many times I see this, especially when someone posts their logo design on Facebook and asks for feedback. They create an overly-complex design using standard clipart and stock imagery! They fall in love with the notion of putting little icons or illustrations of sheep, cows, carrots, hills, barns, sunsets, chickens or whatever. Often, they put a bunch of those, stacking chickens on pigs on cows. All this does is creates a big image of icons with a ...
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