Chances are, you won't get an opportunity to sit down with prospective clients and convince them over a cup of coffee that your company is the best fit for their needs. Then, how does anyone ever gain new clients??

Well, referrals are always nice. However, in order to really capture a prospective client's attention and gain their respect, your logo is your best bet.

And nobody spends time looking into a company whose logo looks like it came off of a free CD, right? Of course not! A well-designed logo is your way of having that cup of coffee with the client, of convincing them that your company is the best fit for their needs, and of gaining their trust and respect.

What does your company "look" like? "Feel" like? What is the personality of your company? You want your customers to know right away what your company stands for and how they'll benefit from your services. All this is accomplished through a well-designed custom logo.

A logo encompasses all the feeling and personality behind a company. Who you are, what you stand for, and why what you have to offer is better than the other guys' services. Your logo should take those intangible "personality" traits and convey them visually in a tangible way that the client will understand.

Your prospects don't need to know right away that your company consists only of you and your next-door neighbor, or that you just started up 2 months ago. Sure, they'll find out eventually, but what they really want to know at first is, "Can you get the job done?" Don't make subliminal excuses by sporting a logo that screams, "We just started 2 months ago and didn't have time to put together a corporate identity!"

If your prospect asked you face-to-face, "Can you do what I need you to do?" and your answer started off by saying, "Well, it's just Bob the neighbor and I, but we're pretty sure we can get the job done," I don't think your prospect would stick around to cut a deal. You wouldn't make excuses like that face-to-face, so don't make them with a poorly designed logo.

If you really can get the job done, then make sure they feel confident with your company at first glance. It can be love at first sight with the right logo. A well-designed logo that relates your company's personality and professionalism will establish rapport between you and your prospects, and will in turn boost business.