Wow, you just started your own business and everything is looking bright.  You successfully secured your rental space, the SBA loan and you are ready to begin. You listened to the advice of all the pros and had your logo professionally designed and you are using it in properly on all of your outdoor signage.  Heck, you have even had a acrylic logo created and displayed behind the receptionist.  Your work trucks have lettering done and lets not even discuss all of the printed material. You helped create this logo, in fact you designed over 50% of it in your vision before starting the business.  You love the logo!  Its yours! A few months go by and you can recall a few customers commenting on your logo.  For one reason or another they had something not so positive to say about it.  Perhaps it was a little hard to see or understand from the street when passing by.  Perhaps it was the color choices, it doesn't matter. When we hear comments like this our initial reaction is to get defensive, we LOVE that logo!  It was PROFESSIONALLY done!  Its got to be right.  I'm sure I would react that way at first as well.  But how about after the third customer has said something in a thirty day period?  Perhaps its time to reconsider? When customers consistently critique your brand/logo in a similar fashion its time to consider the feedback seriously and put aside our egos.  A brand evokes thoughts, images, beliefs, feelings, experiences and attitudes toward your company.  If these are "broken" in the customer's mind, isn't it time to change? In this case the customer may always be right......even though it may hurt our feelings.  Adjusting to your marketplace is important, and it could be expensive (replacing signage and printed material isn't cheap!).  But it may just increase your sales and ensure your businesses survival. If you would like to discuss branding or have any signage questions please don't hesitate to give me a call. Mike Sobel Mark Your Space, Inc. (630) 289-7082