Your Logo - An Investment or a Luxury?

An expense is something that decreases in value - money you will never see again. On the flip side, if your purchase increases in value then it's an investment.

Buying a car, clothes, food, and toys are expenses. Once you purchase them they aren't worth as much as you paid for them. A house, or your retirement account (in normal times) are things that increase in value, or in the case of a college education - makes you more valuable.

Maxine Clark, founder of Build-A-Bear Workshop writes in her book The Bear Necessities of Business, of costly investments she made early on including brand experts, Website development, and product design. As a result, she says, people saw Build-A-Bear as a brand, not just a retailer. It raised the perception of value among consumers.

Clark advises businesses to create value by marketing to position their business, equipment to increase efficiency, and promotions to create customer goodwill.

For a church, one way to create value is through your logo. Your logo creates value by:

• Giving your church a professional image
• Sending a consistent message across Web, print, and other media
• Uniquely distinguishing your church from other churches or organizations

Investing in a good logo is a smart decision that reflects well on your church right now and into the future.