Anyone can download clip art and slap together a makeshift logo, print it on do-it-yourself business cards, and say they're in business. Why should you spend some of your start-up or improvement money on having a professional logo and identity package created for your business?

The first is the most obvious: it makes YOU look professional. If you hand out business cards with fuzzy type and perforated edges, or have a logo made from standard clip-art designs, your potential clients will see you as small-time and unprofessional.

The second is an offshoot of the first: if you want to attract more new business, you have to have a unique and identifiable image. How many businesses think that calling themselves "AAA Something" to get listed first in the phone book is all the image they need? Your logo and your business identity should make you stand out from your competitors.

Third, a strong business identity gives your company a sense of stability and commitment. Clients must trust you if they are to bring their business to you, and a solid, businesslike image fosters trust.

Fourth, a professional logo should explain and underscore your business's name. If your company name contains an acronym (initials) or a word that most people are unfamiliar with, the logo should be a visual way of making the meaning clear.

Fifth, a well-designed logo can and should give your clients a sense of who you are and what you do. A strong, memorable logo can carry more information than just the name of your company.

Finally, you owe it to yourself. You work hard to make your business successful, you have earned a right to be proud of it and show that pride. If you treat yourself like a professional, others will do the same.