| Voila les questions à se poser lors de la création
d'un LOGO by John
Williams
If you're like millions of other small businesses, creating
a professional visual image is key to your success. After
all, your image — as seen on your business cards, marketing
materials, packaging and website — is the first and sometimes
only chance you have to introduce your company to potential
customers. If your customers like what they see, you're one
big step closer to getting their business.
So how do you determine the right image for your company?
It doesn't take a rocket scientist, or even an ad agency.
It just takes strategic thinking. For starters, your image
should reflect your company's personality (or brand) — which
to some degree is your personality, because you're the owner
of your business. It should also reflect your industry, along
with your customer's expectations and the defining attributes
of your products and services.
I've always maintained that there are three basic image categories:
"Flair," "Bold," and "High-Tech."
To see which image category your company fits in, take this
short quiz*:
1) How do you want your customers to view your company?
(Choose only one.) Comment
voulez-vous que vos client voient vôtre entreprise ?
Progressive - Audacieuse
Reliable - fiable
Friendly and/or approachable - amicale
2) When it comes to your products or services, you
plan to: - Vos Produits ou services sont plutôt
Charge more than the competition - plus chers que la concurence
Charge less than the competition - Moins chers
Charge a similar price but add value in another way (e.g.,
better service) - pareil
3) Why did you start your own business? -
Pourquoi vous êtes vous lancé avec vôtre
affaire ?
I know the industry like the back of my hand. - Vous avez
le sens des afaires
I saw a market opportunity and I went for it. - vous avez
trouvé une niche
I love what I’m doing and I’m good at it. - Vous aimez ce
que vous faites et vous ête le meilleur
4) What group of words best describes you?
Comment vous décrivez-vous ?
Friendly, open-minded, stylish - Sympa, ouvert d'esprit,
stylé
Analytical, reliable, organized - Analytique, Fiable, Organisé
Progressive, spontaneous, risk-taker - Audacieux, Spontané,
Tête-Brulée
5) Your customers: Vos client
are risk-averse and/or fiscally conservative.-Sont conservateur
ou Frileux
need something unique or creative. - Creatif et curieux
want the newest technology. - Branché Nouvelles Technologies
Scoring: Vôtre score
Question #1: a) 5 points; b) 3 points; c) 1 point
Question #2: a) 5 points; b) 3 points; c) 1 point
Question #3: a) 3 points; b) 5 points; c) 1 point
Question #4: a) 1 point; b) 3 points; c) 5 points
Question #5: a) 3 points; b) 1 point; c) 5 points
(For a more complete image calculation, visit www.onlylogo.com
and click on the free ImageCalculator™.)
If your score is 5-11, your recommended image is:Si vous
avez entre 5-11
FLAIR/Talentux
Vôtre image devraient être Créative, Flexible
et véhiculer l'amitiée. Vos images promotionnelles
derait être créatif et unique avec des lettres
rondes, des libes courbes et des couleurs chaudes. Your image
should project creativity, flexibility and friendliness. Your
promotional materials should be creative and unique. Design
examples include rounded fonts, curvy lines and warm photography
or illustration.
Vôtre score est de 12-19 vôtre image devrait
être / If your score is 12-19, your recommended image
is:
BOLD/AUDACIEUSE
Vôtre image devrait montrer l'EXPERIENCE, la FORCE et
la STABILITE. Vos images devraient être plus conservatrices,
dans les couleurs et les formes, sans surprise Your image
should project experience, strength, and stability. Your promotional
materials should be conservative in tone and design - not
trendy or surprising. Consider straightforward fonts like
Helvetica and Times, lots of white space, and 4-color photography.
Score 20 à 25, Votre image recommandée est
HIGH-TECH.If your score is 20-25, your recommended
image is:
HIGH-TECH
Vôtre image devrait se montrer innovante et capable
de prouesses technologiques. Vos images devraient être
énergétiques et excitantes, des polices en italique
Audacieuses. Les photos dynamiques fonctionnent bien
dans cette catégorie. Your image should project innovation
and technological expertise. Your promotional materials should
be energetic and exciting. Italicized fonts, bold graphics,
and dynamic photography work well in this category.
Vous pensez sans doute que vôtre compagnie forme un
ensemble de ces qualités ? C'est normal ! Mais vous
devez connaître vôtre tendance. Attention au Carton
Rouge si vous essayez d'être "toutes" les
tendances à la fois. Par exemple, il est souvent difficile
d'apparaître Audacieux et Conservateur.
Maybe you're thinking, "My company features some 'Bold'
qualities and some 'High-Tech' ones. What's up?" That's
okay. Overlap occurs. But you should have more of one category's
qualities than the other. Be careful of "red flags"
that indicate you may be trying to be all things to all people.
For example, it is difficult to appear both established (which
implies slow to change) and progressive (which implies fast-moving).
Accordingly, I know of few successful small businesses with
an image I'd describe as both "Flair" and "High-Tech."
In many ways these two categories are opposite ends of the
image spectrum and thus mutually exclusive.
The right image can be one of your biggest assets. Build
a professional business identity, and you’ll reap profits.
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