Marketing image to generate cash flow

Marketing has to generate cash, or revenue, for small businesses to sustain all the costs of doing business.

While large companies can use marketing to create long-term goodwill and be indirect about their benefits to customers, small companies don't have that luxury. They need to make sales and income has to be greater than expenses. Simple.

But small companies must find every way they can to set themselves apart from the competition. They have to market their unique differences. This includes designing a logo that is simple to reproduce and memorable to people who see it on a business card, a car, letterhead, a website, or a social media site like Twitter.

Creating a logo for a small company is challenging since a budget will limit the number of renditions that a talented graphic artist will make. The company owner should then do a personal focus group to dig in to the company's attributes and how the company is different than competitors.

Read the basics of logo traits and elements in this article titled 5 critical attributes of an effective logo.