Don't lead with your logo, do this instead...

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Your logo should never be the largest element in your marketing piece. That is the #1 sign of an amateur design. Consumers are inundated with messages all day, every day. In marketing, a giant logo offers little value to your readers. They will pass over your ad without reading the content. Good marketing sells the benefits of your business, while telling your story, and to your targeted customers only—not the entire public. The first thing your targeted reader sees should be a solution to their real and specific problem. Use your ad space to tell your brand story—how is your business a hero? A good marketing piece translates a small taste of your brand’s problem-solving ability, whether you get a full spread in a magazine, a flyer, or a microscopic sidebar. And, don’t leave out a call-to action!

Design and messaging might get readers to convert, but then their actual experience with your brand must align with what was promised in the marketing or your brand will die. The experience you create is what defines your brand in the eyes of the public. From a print ad, to your Instagram, to the customer service in your store—every encounter matters and should be approached thoughtfully and consistently. If you’re leading with your logo, you’ll lose them immediately. Be a hero instead.