It would be a mistake for a small business to consider that a logo is not as important for them as it would be for a big, international company. The truth is that the logo matters just as much and even though they will likely not have the same amount of resources, there still is no reason why they still cannot get a logo that will perfectly represent their brand.
Why Is It Important?
The logo can be a great way to convince your customers that your company is worth doing business with. This is a lot harder for a small business as there is a bigger risk that you will not succeed and will not manage to get a loyal customer base. Even if just a key member of your team gets injured or otherwise disabled this could mean the end of your company. That is why clients will always be more reticent to do business with a smaller company. However, a logo that looks professional is likely to turn the tide in your favor by making the brand itself appear more professional and trustworthy.
Another reason why a small business might not focus as much on a logo is the costs involved. Especially when still developing, small businesses try to keep the expenses down as much as possible. However, the logo truly is that important to establishing the brand identity that the initial investment will always be worth it compared to the return that you will see later on.
Just because you lack massive amounts of funds does not mean that you need to settle for a bad or even an average logo. Even if you are tempted to save money, it is a very bad idea to resort to sources such as logo generators, design contests or anything else that promises work for very little money. The truth is that the quality will always be poor in these situations and it will hurt your business in the long run.