or shrink it to fit on a business card? Another way to look at this is if you cannot draw the image with a
broad-tip marker then it is not a good logo.
Taglines
Ideally your business name or logo should indicate what you do. If it doesn’t then you should consider a
tagline. A tagline is a descriptor of your business, usually in seven words or less. It is one of those things
that looks simple to develop but often isn’t. It needs to be unique, relevant, memorable, and elicit an
emotional response, which is why writing a great tagline is so difficult. When developing a tagline think
in terms of what makes your company different and valuable and list those words that best convey such
concepts.
Business Name
What’s in a name? A lot, when it comes to small business. New enterprises should put as much effort
into naming your business as you did into coming up with your idea or writing your business plan.
Ideally, your name should convey the value and uniqueness of the product or service you’ve developed.
In agriculture, it is common practice to name your business after your farm or family. The question to ask
is, “does my business name effectively depict a clear picture of what I do to a potential consumer.” For
example if you are considering naming your business Brown’s Farm, would potential customers know
that you were a Christmas tree grower by looking at your business name alone? If you are an existing
business with a name that does not convey what you do, then you will want to clarify this by using an
effective logo or tagline.
Address
Always include an address on your business card, even if working from home. It adds credibility and
makes your business appear established. When placing an address on a business card, first consider the
cards’ general function to support your business and who will be the primary target audience. This is
especially important if you have different addresses for your physical business location and receiving
mail. If your operation takes place at several locations such as multiple farmers markets, and you
generally do not sell on the farm then you might want to use your mailing address since the card will
likely be used primarily for communication purposes. However, if you have an on-farm market or
agritourism venue, then the physical address is preferred so that customers can find your operation. It is
also perfectly acceptable to use both addresses, however, be careful not to clutter the card with too much
information.
Telephone Number(s)
Today it is not uncommon for a business to utilize a variety of telephone numbers with the addition of toll
free numbers, fax machines, cellular phones, and Internet services such as Skype and Vonage. It is
essential you include at least one telephone number on your business card. Should you decide to include
multiple numbers on the card then they should be listed in order of establishment such as main land line
first, fax machine second and cellular third. It is also noteworthy to mention the importance of including
area codes and extensions when applicable. Keep in mind your customer might be new to the area or live
in a location which utilizes multiple area codes. Failure to include the full ten digit number could result in
a loss of sale if your customer is unable to reach you.
E-mail Address
E-mail addresses are often overlooked as an opportunity to brand your business. Instead of using a
generic e-mail address such as “
[email protected]” or “yourfarm@co
mcast.net,” invest in an e-mail
address that complements the domain name of your website. For example, if your website address is
technology makes e-mail personalization inexpensive and easy to set up, enabling you to further business
credibility and professionalism. If you are unable to personalize your e-mail at this time, make sure the e-