How do you decide what logo to create for your business? One that really pops out, bold in color and appeals to almost everyone?

I’m going to take the last part of this question first.

It doesn’t matter if your logo appeals to everyone – unless you’re creating a mass-marketed product that everyone will buy (which is a big undertaking for any small business).

Your logo specifically needs to appeal to your target audience. And, as a small business, your target audience cannot be “everyone”. That approach will only water down your message and make marketing more challenging – and often less effective.

You need to get really specific about who your best customers are, what they want, and how you can help them. Then you design your brand to fit them!

More on this question in the next post.