Consumer behaviour is changing and it is looking to stay that way for the foreseeable future. Throughout the boom of the last few years, we have seen very small business adequately competing with the bigger brands. Many of these websites have gone local to global in a very short space of time, thanks to their prices. Before the recession web users searched out the best price for the products they wanted, now they look for the best brands that will still be there when they need them if something goes wrong. But now that more and more businesses are going belly up, and consumer confidence is falling as a result. What this means is that people are going back to preferring known and recognisable brands, even if it means spending a little more.

Although in times such as these when people are worried for their jobs or loosing them, some start to consider their dream business online and of being their own boss. Research from Barclays last year showed that there were 98,000 start-ups created in the UK within a three month period, despite the credit crunch. It can be a thankless route to success. While nearly 100,000 new start-ups are taking off another 100,000 are crashing to the bankruptcy pile!

I believe that most new online business fails due to bad branding. When a customer hits your website, what does your logo say about your business. This is how you are judged by those who keep your business afloat, the people logging in everyday to buy your goods, that see you as a logo and that logo is critical to the process. But it’s so often the case that startup owners put off paying professional logo design in the initial stages. All to often its “Lets see how many customers we can get before we think about branding”.So what they do is, try to knock one together in paint or get a mate down the pub to create one. Many go for free clipart template business cards and stationery design from somewhere like vista print.

This is a big no-no. You need to look like a professional organisation that’s in it for the long haul.In the middle of a recession, most consumers are nervous about who to trust, so a brand needs to demonstrate that they are trustworthy and dependable. Very small businesses need to look like a much bigger business, its possible. So, these days online customers are looking back to the bigger brands or at least who they deem to be the big brands. Ultimately, a brand that consumers thinks of as credible and dependable will be the brands that they will recommend to family and friends and so on.

The fact of he matter is. Around half of all new businesses go bankrupt in the first few years. Many experts say that one of the top causes of business failure online is bad marketing. A custom logo design helps you create the right image for this marketing to succeed. So do yourself a favour – start looking at some sample logos in your industry and see what the successful ones have in common.Find yourself a professional designer who can carve out a unique identity for your brand and ensure its success in such a stormy climate.

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