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4 Reasons Your Business Needs a Custom Logo

4 Reasons Your Business Needs a Custom Logo

4 Reasons Your Business Needs a Custom Logo

As a small business owner, you may be asking yourself if your business even needs a logo. And if it does need one, how do you create a logo?

In a world where hundreds of other businesses are selling the same product or offering the same services as you, you need to separate yourself from the competition. What’s the best way stand out from the competition? A well-defined brand and a logo design that screams, “YOU”. A logo is a visual representation of your business and often the first thing people see. The logo design process should be done with careful consideration and while you can make a logo for yourself in Canva, it doesn’t mean you should. Investing in your business is the best way to show to your clients and yourself that you are serious about what you do.

Still not convinced that your business needs a logo? Here are four more reasons that your business needs a custom logo.


1. Your Logo is the Beginning of Your Brand


Picture this: A customer is searching the internet looking for exactly what you’re selling. They click on your website, and see a few paragraphs and buttons they can click, but they aren’t really sure who you are. There are colors all over the place and they only know the name of the business because they clicked on it from the search page. At this point they are confused and immediately leave. People do not like to think. They hit the back button, choose a different website, and are automatically drawn in by the cleanliness of the site and the well-established presence of the brand name and logo. This business must be legit!

No, thanks!

You only have a few seconds to capture the attention of potential customers. You want your logo to stick in a customer’s mind so that they absolutely have to come back, keep scrolling, and see more.

Without a logo, you’re just another website deep in the Internet. With a great logo design, you are a professional company that deserves space in your customer’s mind. Don’t let your potential customers forget about you–catch them early and stand out from your competition.

Get started on the right foot with a killer logo designed specifically for your business. Your logo design should portray your brand story in just an image. This is accomplished through the use of colors, fonts, and shapes. The possibilities are endless when it comes to your initial branding and should be handled with care. Rebranding your business once you’re more established can be a pain and it can cause you to lose a lot of brand recognition.


2. Brand Recognition


This brings us to our second point, brand recognition. The best way to explain Brand Recognition is to think of exercise clothing! Nike has done a great job with brand recognition by painting the iconic “swoosh” on every surface imaginable. If you want customers for life, customers that remember you even if they forget your name, you have to show them who you are and you have to do it consistently.  

Many businesses go through multiple logos over time due to indecision or poor logo design. This reduces the possibility of brand recognition and causes you as a business owner a lot of heartache, wasted time, and lost money. Avoid this by hiring talented, qualified graphic designers who will work with you on your vision, brand, and goals. By starting with your vision, a good graphic designer can help you define your brand in a logo that customers will love for years to come.


3. Branding Guidelines


Once you have a solid logo design, you can start to flesh out your brand even further. Your logo will help you design your website, merchandise, email marketing, social media presence, and more. Your logo is part of your identity. It should be considered in the establishment of the company just as much as your mission and vision should be.

The design of your website, flyers, and even social media should all be based on your logo design and brand established. Brand guidelines gives the creatives that you work with a set of rules that they must follow in order for your brand to look consistent. If you are working with different creatives.

Let’s say you have one designer that designs your logo and brand guidelines and then have a website designer come in to design your website. How do you make sure that what the website designer builds aligns to your branding? Through Branding Guidelines.


4. Professionalism


We understand that cutting costs is necessary, but one place you should be splurging is your branding. Your logo is the first thing customers are going to see, and it should make a great first impression. Instead of designing your own logo in Canva or fumbling around with Photoshop, strongly consider working with a team of talented logo designers.

A professional logo design is worth your time and money. Graphic designers specialize in making your business look good, while you work on providing great services and products to your customers. In all reality, hiring a professional will actually save you time and money because now instead of wasting time trying to create your own logo you can spend time doing the things that actually make your business money.

So, what are you waiting for? Your business needs a logo and we know exactly where to start. Contact us at Cast Design Team for a free assessment and we will get you started on the next step to branding your business.

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Finding Your Brand Voice

Finding Your Brand Voice

Finding Your Brand Voice


What exactly is a “brand voice” and how do I get one?

Your Brand is not your logo, your tagline, your product, your service. It may be portrayed through these things, but they are not in fact your brand.

Your Brand is the consistent message that is delivered every time someone comes in contact with your company. It’s how and why your customers feel the way they do when interacting with your company. And it’s the reason they keep coming back for more.

Another way your brand is carried out to your customers is through your brand voice. Brand voice is the human element of your brand. Think of it as the brand’s personality.

What does your business stand for?

Your brand voice is all about how you communicate who you are and why customers will choose you over anyone else. You must be able to communicate your value to give your brand the voice it deserves. The moment you can’t communicate your value, your brand means nothing. Decide who you are, who your company is and what you believe. Be sure everyone on your team is on the same page. Understanding this and truly believing in it will give you the push in the right direction toward finding the voice in your brand message.

Developing your brand voice

If your brand was a person, how would you describe him/her? How would you want other people to describe him/her? Think about the keywords related to how you described that person. Was it complex? Was it passionate? Was it energetic? That is how you are going to be able to formulate your brand voice. Using those key descriptive words your brand now can be formulated into tone and voice. For example, the person you described may have been energetic, so your tone would be playful. This is just a scratch at the surface of being able to really dive deep into the voice in your brand message.

Utilizing your brand voice

As your business develops, it is important to remember that your brand does not have to develop with it. Your brand is how you are portrayed by customers. It is how you interact. When used correctly, you may notice your business relationships strengthen and social media interactions will get easier. The more stable your overall brand is, the more recognition and loyalty you will receive. Because of this, it is important to start your business with a solid branding foundation.

Remember that every time you share something on social media, speak at a conference, set up a Facebook Advertisement, you are displaying your brand voice. Developing a strong, authentic brand and delivering it consistently is the foundation upon which every successful business is built. And we can help you with the first steps. Let’s start today in defining your Brand Voice.

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How to Write a Vision and Mission Statement

How to Write a Vision and Mission Statement

How to Write a Vision and Mission Statement

A Vision Statement and a Mission Statement are key elements of any successful business. These statements help direct all of your business efforts, help employees stay aligned with company goals, and help your customers understand your story.  

As important as they are, and as easy as they sound to write, they can actually be quite the struggle! Writing your mission and vision statement can seem like a daunting task, but we will walk you through the process step by step.

First, you need to understand the differences between a Mission and Vision Statement. It may seem like the same thing at first take, but really a mission statement and a vision statement are two different things that work cohesively in your business.

What is a Vision Statement?

A Vision Statement is all about where you want your business to go. Have some fun and start thinking big about the future! Don’t think of the how or why now. Try to think ten years out.

Your Vision Statement will help guide you in business decisions big and small. When faced with a choice, you can refer back to your Vision Statement and decide which route aligns most with your vision for the business.

How to Write a Good Vision Statement

Before writing a Vision Statement, think about what your big goal is. What are you trying to provide, change, or accomplish in the long term? Write down that goal at the top of your brainstorming sheet.

Your Vision Statement can be as short or as long as you’d like, as long as you feel your goal is known. There is no “perfect” length–it’s up to you! We suggest writing something long enough to get your point across, but short enough that you can remember it and share it with investors, customers, and employees easily. This could mean one sentence, a short paragraph, or a few short paragraphs.

Use language that you are comfortable with in your Vision Statement. Avoid lengthy jargon that some may not understand. Stick to words and phrases that help you convey what your aspirations are for your business. Don’t be afraid to write something inspirational or motivational–you want the Vision Statement to inspire!

What is a Mission Statement?

A Mission Statement is slightly different than your Vision Statement. Where a Vision Statement talks about where you want to go, your Mission Statement talks about how you are going to get there. The Mission Statement shows what your business is doing to accomplish what you’ve outlined in your Vision Statement.

Where you dream big in your Vision Statement, your Mission Statement needs more practical and realistic ideas that will help you reach your Vision. Your Mission Statement should be focused on smaller accomplishments that will drive the business to the end goal.

How to Write a Good Mission Statement

Start writing your Mission Statement by referring back to your Vision Statement. If you want to change the world, you’ve got to have a plan! Brainstorm several smaller, realistic ways that your business could achieve that goal. Ask yourself, “How do I make my Vision Statement come true?”

Once you have a list of a few or several ways you can achieve your Vision, combine those ideas into statements. Review your statements and check each one with your Vision Statement, making sure that each one can in fact help you reach your goal.

Examples of Vision and Mission Statements


Company: Amazon
Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.


Company: TED
Vision: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.
Mission: Spread ideas.


Company: AirBnB
Vision: Tapping into the universal human yearning to belong — the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.
Mission: Belong anywhere.


Company: Toyota USA
Vision: To be the most successful and respected car company in America.
Mission: To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.


Company: Ebay
Vision: Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.
Mission: To be the world’s favorite destination for discovering great value and unique selection.


Company: Southwest Airlines
Vision: To become the world’s most loved, most flown, and most profitable airline.
Mission: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.


Company: Whole Foods
Vision: Whole foods, Whole People, Whole Planet.
Mission: Whole Foods Market is a dynamic leader in the quality food business. We are a mission-driven company that aims to set the standards of excellence for food retailers. We are building a business in which high standards permeate all aspects of our company. Quality is a state of mind at Whole Foods Market.


Company: Ikea
Vision: To create a better everyday life for the many people.
Mission: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Constantly Review

Your Vision and Mission Statements are not static documents. You are allowed to change your Vision and Mission Statements as your business changes. Review these regularly and make slight changes as necessary.

When you come across new decisions to make for your business, you can refer back to your Vision and Mission Statements to check which choice to make. Vision and Mission Statements are incredibly helpful in making business decisions.

Your Vision and Mission Statements can even help with your company branding, website, and more! If you need help putting your Vision and Mission into your company branding, consult with CAST Design Team. A team of highly qualified designers can help you take your vision and expertly include it in your design!

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A Design Team that Listens

A Design Team that Listens

A Design Team that Listens

We’ve heard it all. Either you’re struggling to create your business’s logos, website, or social media on your own, or you’ve hired a few independent contractors who are flakey and not all that talented. You know you need help, but you just can’t afford to keep asking the wrong people.

Working with CAST Design Team will be different (in a good way).

Our team is made up of highly qualified individuals who excel in their fields. We coordinate together to solve any problem you may have in your business which eliminates the need for multiple contractors. Basically, you can get it all in one place!

CAST Design Team offers services that include Branding, Website, Social Media, Graphic Design, 3D / Product and more. If what you need isn’t on that list, don’t hesitate to ask us about it! Our goal is to help you find solutions, and we’re willing to take the time to figure it out.

We don’t believe in one-and-done deals; we want to be there with you through thick & thin. From the day you make your first design investment to the day you’re making millions, we will be there!

You Are Individual & Unique

You deserve to be treated like the unique business you are! Many companies have templates for design and marketing tools that get tweaked for new clients, but not CAST. Our talented team will work with you one-on-one to learn your vision and expertly implement it into design, marketing, and anything else you might need.

Your business problems deserve individual solutions. Instead of giving you memorized responses, our team will work tirelessly to find a solution that works for you. You can rest assured that we have got your back in business!

In a long-term working relationship with CAST, you will see benefits to your unique business almost immediately. Instead of using a separate graphic designer, social media marketer and copywriter, you will have a connected team that understands your individual needs. CAST Design Team will coordinate everything under one roof, ensuring that consistency is carried out through every project.


Have you ever emailed and called back and forth with a company you are working with trying to get one piece of information and for some reason no one can help you? It’s frustrating and we believe that you deserve better.

At CAST Design Team, we believe in having our clients work directly with our creative team. This practice helps us keep lines of communication open and speedy, instead of throwing in a middle-man who doesn’t really know what’s up.

If you have questions or concerns, or just want to talk about how your design work is coming along, you can rest assured that your creative professional is on the other end of that communication.

Our Process

Get ready to be seriously courted, because we won’t leave you alone until your project is golden! As you can see from the image above, we take our process very seriously. Steps are not skipped and we are willing to go back and forth with you until the finished product is exactly what you dreamed of.

Communicating with you is a crucial part of our process at every step. You will be consulted before we move on and you’ve got all the power to say, “I do not like that shade of red” Remember–this is your business and we want it to be perfect for you!

Contact Us Today

Make the first step to solving your business’s marketing problems today and contact CAST Design Team. Don’t waste time hesitating; let us get to work! We’re offering a Free Assessment of your needs–click here to sign up

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Small Business Resolution Checklist for 2018

When was the last time you made a New Year’s resolution? Not for yourself but for your business? At CAST design team, we can help you commit to your small business resolutions. We understand the hard work it takes to run a business. Transform your business in 2018 by making small business resolutions that will drive your business forward into the future. Follow our checklist and find out where your business can do better.

In 2018, #IResolveTo Transform My Business With These Small Business Resolutions

You might be asking, what’s the point in a small business resolution, anyway? As an entrepreneur, you already have a lot to handle. It’s impossible to think about how to take your business to the next level. By making a resolution, you’re making your business’ growth a priority. The new year is right around the corner, so why wait another day?

Need some help coming up with small business resolutions? We’ve put together a checklist of resolutions and how we can work together to achieve them.

I Resolve To Gain A Better Understanding Of My Brand

You have a good understanding of your brand, but how deep does that understanding go? A logo is only scratching the surface at best. When you have a thorough understanding of your brand, you can attract your ideal clients and employees.

  • Messaging Framework
  • Brand Promise

We are branding experts and help you deliver a consistent brand.

I Resolve To Improve My Website’s Design

Is your website not yielding the results you’re looking for? Are people bouncing off the page before they make a purchase? Remember, your website is like a first impression, and you want it to be a lasting impression. A website that isn’t engaging is certainly not going to generate website traffic and sales. This is a list of requirements your website should meet to leverage its full potential:

  • Achieves online objectives
  • Easy to navigate and understand
  • Is mobile responsive
  • Has a site map for SEO
  • Has relevant content published regularly

Guess what? There’s much more to this list where that came from. If you’ve answered no to any of the above items on the checklist, it’s time to make your website a top priority for 2018. We have the perfect solution: a team of website designers and developers with the expertise to optimize your website’s design for its purpose. What will you get out of it? A free consultation to identify where your website design can shine!

I Resolve To Go Mobile

In today’s digital world, businesses can’t afford to not go mobile. We’re not talking about having a responsive website design (although you should have that too; see our note above).

  • Develop a mobile app

There’s a common misconception that small businesses don’t need a mobile app. Not the case! More and more people are using their mobile devices as their primary source of internet. A mobile app enhances that experience. Plus, more and more people are using mobile apps. We are super proud to announce that we will be starting to offer mobile app development in 2018!

I Resolve To Improve My Digital Marketing

Digital marketing is such a large umbrella, so let us break it down for you.

  • Run paid ads on social media
  • Generate sharable content
  • Create a company Video

The cliche content is king will always ring true when it comes to digital marketing. Your digital marketing strategy is key to getting your business name in front of your target audience. Paid ads like Google AdWords and Facebook ads are a great way to grow your targeted audience and get your brand noticed even faster. Engage your current audience (and get them to talk about you on social) by writing high quality content they’ll want to share on their social media networks. You want to get people talking about you online, which is where everyone is!

I Resolve To Fix My Website’s SEO

Your website needs content so it can be indexed by search engines. But that doesn’t mean you can just write and post whatever you want. You should use specific keywords to improve your search engine ranking. Not only that, but the content itself has to be engaging. If you don’t write something exciting and fresh, what makes you think your audience will want to read it?

Improving your website’s SEO is easy when you do the following:

  • Website audit
  • Keyword research
  • Optimization

It sounds like a lot of work, but remember, this isn’t something you will be doing yourself! Just put your trust in the experts to guide you in the right direction.


No matter what your New Year’s small business resolutions are for the upcoming year, we’ll have a solution to match it. Our team has the expertise to optimize your online business to achieve your goals.

Reach out to us today to see where your brand can shine, and receive a free consult.

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How to Help Customers Become More Legitimate for the Yelp Review Filter

Most business owners are frustrated with the Yelp review filter because it also filters out the positive reviews. We tell our clients to request reviews from customers, their email list, people who tweet at them, etc.

On one hand, you want to generate positive reviews to help your social reputation management. On the other, you are probably frustrated when so many of them get filtered out. I can relate – I’ve been there myself. So what makes for a filtered yelp review that goes to the not currently recommended section? Yelp takes a look at a variety of criteria, and will generally filter out reviews that:

  • Are from someone who has only written 1 review
  • Are from someone who has no profile info (profile photo, additional info, link to Facebook, etc.)
  • Are strongly slanted both positively and negatively
  • Short and lacking details
  • From a location other than where the business is located

If Yelp is trying to filter reviews from not real people as spam, help your customers through the filter by instructing them to complete their profile and start leaving reviews regularly. Ask them to invest in creating a real Yelp footprint – and get the benefit of the leading local review site.

I have left 18 reviews, have 376 friends and I have a realistic review distribution between 1 and 5 stars.

As a result, not only do my reviews never get filtered, but even better, my Yelp reviews always appear on the front page. This is because I am real. I have left real, useful reviews to businesses I frequent and look like a real person to Yelp.




Here are things you can do to help you and your customers through the Yelp Review Filter:

  • Write a bunch of Yelp reviews. Take 10 local businesses and leave Yelp reviews for them. Your favorite local businesses will thank you and you’ve done good in the world by helping them. But remember, Yelp wants real people giving real reviews. Not every experience is positive and your Yelp reviews should run the spectrum from 1-5 stars.
  • Connect your account to Facebook. It’s more trouble, and more likely that you are real.
  • Make friends. Use Facebook or Email to quickly send invites to lots of friends on Yelp. You might be surprised how many friend you back. Then interact with their reviews by marking them Useful, Funny, etc. Yelp accounts with friends are more likely to be real.
  • Download the Yelp app and Check In. If you are hooked up to a mobile phone, it’s more likely that you are real.
  • Leave tips. Show that you are about more than just review scores.
  • Take time. You don’t go from 0-100 reviews in a weekend. Give it some time to build your reputation before you give that coveted Yelp review that makes a difference. Plus it doesn’t look real to go from 0-50 in a night.





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5 key elements of a great logo design

“Logos and branding are so important. In a big part of the world, people cannot read French or English–but are great in remembering signs.” ― Karl Lagerfeld

What if we were to say “Facebook” or “McDonalds”, or even “SEARS?” I am willing to bet that you immediately thought of the logos of each of these well-known companies. A great logo design will instantly call the brand to mind. Elements of a great logo design help make it credible, simple, distinct, versatile, appropriate, targeted, memorable and timeless.

This is why you shouldn’t just slap some clip art together and call it a day. This is the literal symbol of your company we’re talking about – it’s the first impression you leave on potential clients, before they even talk to you.

This symbol is so important to your business that the design process must aim to make the logo immediately recognizable and easily remembered, which means it must be SIMPLE.

5 key elements of a great logo design:

1. An Effective Brand Logo Is Credible

Your logo needs to look professional and clear in order to make people confident enough to want to do business with you. This pretty much excludes any sort of clip art or logos built with an online logo generator.

2. An Effective Brand Logo Is Simple

DO streamline the design. DON’T overcomplicate things.

Simplicity and straightforwardness communicate confidence and power, which is what you want.

Keep the fonts used simple and easy to read, yet avoid the most commonly used fonts, such as Comic Sans. You don’t want your design to appear amateurish.

One font is ideal, and avoid more than two font styles.

3. An Effective Brand Logo is Distinct

DO set yourself apart. DON’T look just like everything else out there.

You want your logo to be unique, recognizable, and set apart from competitors’ logos. Take a look at your competitors’ brand logos before you decide on your own.

4. An Effective Brand Logo Is Versatile

DO consider various applications. DON’T design for just one size or medium.

In the digital world, it’s essential that your brand logo performs equally well in a variety of sizes across multiple devices. In addition to being your logo, it may also have to function as a favicon, profile image, or icon for your social profiles. Make sure the font is still legible when scaled down, especially with script fonts.


5. An Effective Brand Logo is Targeted

DO design for your intended audience. DON’T forget the customer.

A great brand is a reflection of what your company is, what your company aspires to be, and how people perceive your company—and your brand should also be based on what your target market wants and needs you to be.


Get Your Project Off the Ground

A professional logo that matches and extends your company’s image can really be useful, and periodically, you should review the logo design and your overall corporate image so nothing ever looks dated.

It’s pretty obvious if you are just launching your construction business that you will need to create a great logo. But there are other times when a logo design may be needed, such as when you decide it’s time to up your marketing game or when scaling up your business.

You’ll also want to refresh/redesign your logo periodically when there are major changes to your business. These changes might include such things as a merger or major revision of your primary market focus or adding a significant new service to your offerings.

Get ready to start that productive conversation with the designer that’s going to artfully and scientifically craft the most effective new logo design that communicates who your business is and what it does.

You’ll want to choose a logo designer who is experienced and successful. One who has positive testimonials from previous clients. One who communicates professionalism and acts in a timely manner. One like CMK Marketing.

We have helped dozens of agencies elevate their business with new logos that effectively communicate the company or organization’s mission. The value of your designer understanding this mission and exactly where the company is going cannot be understated. We seek to fully understand your company, your goals, and your vision – before even touching pencil to paper (yes, we sketch ideas out first – call us old school, but this process gets the creative juices flowing!).

Ready to get started? Here is a partial list of questions we will be going over with you:

Who is your audience? (Be specific) This will help you determine the best design style from the start
What is the tonality of your business? (i.e., fun, serious)
Emotional Message (i.e., my audience should feel compassion)
Logical Message (i.e., my audience should think I need this)
Color or Shapes
Positioning (i.e., how are you positioning your brand in the market?)

Schedule a free consult

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Why Branding your Business is Important to get to the Next Level

How can I become a great brand?

How can I make this brand sustainable?

What will bring value to my brand?

Just what is my story, and how do I tell it?

And, my favorite question and the most important by far:

What the hell is branding?

Branding is more than a logo. It’s more than a website. It’s more than a business card. It’s more than the colors and typefaces you choose to represent your company. Your brand is your voice in the marketplace, and it is your proposition for disruption. It is your opportunity to create something with lasting impact. It is how you tell your story, and it is absolutely key to your success and your survival.

Most entrepreneurs go to market not with a brand, but with an idea—an idea that can be so close to you that it can be challenging to present and explain to others. You think everyone should understand it, as you do, but that is not the case. This is the exact reason as to why you need to develop an effective brand messaging.

One of the most frequent comments I hear is, “People just don’t understand us, our value and what we do, but we know we are absolutely the best.” That statement is a problem. Your brand is your story, and if you can’t tell it, then nobody will get it.

If you ever catch yourself making that sort of statement, take a step back. Because it is total BS.

This is business and if you cannot communicate the value of what you bring to the market, well then, you have a problem, sir.

Branding is about knowing what you stand for and how you communicate the values and character of your product or service. As a business owner, this is not so much a design choice as it is a leadership decision. Your job as chief is to know exactly, concisely and in context what you stand for. You are the lone author of your story, your mission and your reason for being. If you are having trouble communication your story, give us a call so we can give you a free brand assessment. Fill out the form below now!

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How to Optimize your Profile | Pt 3

I bet your profile looks better already! We are starting to get into some more complicated stuff that is going to make you think. You might need to hire a content writer for these two or at the very least bring in a friend to help. Let’s get started!

5. Craft a Mantra

Look at your tagline as a mantra – two or four words that explain why you or your organization exists. For example, ours is “Designs that illuminate your brand”. Here are a couple more to look at:

  • Nike – Just do it
  • FedEx – Peace of mind
  • Google – Democratizing Information

Last thing, make sure that your mantra is the same across all your social media platforms.

6. Tell your Story

This is where the banner is your friend. Your opportunity to tell your story through photos. At the same time you can really hurt your reputation if you do not change it from the standard design. Without a banner you are screaming that you do not have the first clue about social media. You can have more fun with the banner and change it as often as you would like.


If you have any questions or need help implementing anything, let us know!