Developing Your Company's Image

You probably only have one chance with your Web site or business card to make an impression, so be sure to hire a professional designer

With the New Year fast approaching, and maybe a new budget as well, this may be a good time to invest in a makeover of your company image. Or maybe you're hoping to start a new firm and are dreaming up images for 2007 (see BusinessWeek.com, 4/5/06, "Picture Your Business with a Logo"). Particularly for small companies trying to compete against big corporations, image means a lot, says Jennifer Jacob Kohn, founder of Los Angeles-based JJKO Design. A home-based entrepreneur herself, Kohn freshens up outdated company logos, Web sites, business cards, and mailers. She spoke recently to Smart Answers columnist Karen E. Klein; edited excerpts of their conversation follow.

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