SBSC logo usage [Microsoft Small Business Specialist Primer book excerpt]

Hiya – I am the publisher of the above title and each day I told a virtual book reading. Today I am super jazzed to reveal the logo rights you have as a Microsoft Small Business Specialist (SBSC). But first – let me get another cup of coffee…….OK…I’m back….let’s read this passage together!


Appealing Logo Usage

I can’t comment on the exhibitionist tendencies of Small Business Specialist Community members, but folks in general like to publicly proclaim their accomplishments with logo usage. This can take several forms, such as logo wear clothing and logo usage rights. Both are discussed here.

 Logo Wear and Trinkets!


Harry Brelsford, CEO at smb nation

Microsoft Small Business Specialist SBSC, MBA, MCSE, MCT, MCP, CNE, CLSE, CNP

PS – did u know I host a technology conference in the New York City area each spring? Save the date for March 6-8, 2009 and watch “voice meet data” in the SMB space!

PPS – my SBS 2008 book will be out in mid-November 2008!

PPPS – my Microsoft Response Point Primer book is here NOW!


An enduring memory from a MCSE-era book from the late 1990s was a photo in which incumbents proudly wore logo clothing. There will be a provision for logo wear and trinkets for the Small Business Specialist Community. What is not yet known is how the logo wear will be acquired: free or fee. That is, will Microsoft give you an attractive shirt to wear to show customers your Small Business Specialist Community status, or will you have to buy it?

IMPORTANT: Be sure to subscribe to the free SMB Technology Watch newsletter at so you can stay current with Small Business Specialist Community updates.

Logo Usage Rights

Microsoft has a well-established operational tradition of allowing its partners to use program and product logos subject to certain rules and regulations. (As you would expect, Microsoft wants to ensure appropriate use.) Small Business Specialist Community members are granted logo usage rights. When qualified, the logo will be available for download from the Partner Program website by clicking the Sales and Marketing link and using the Partner Logo Builder.

IMPORTANT: Time for a global moment. I have witnessed the great­est up-tick in logo usage in the worldwide community, not the USA. In my travels, I’ve found that global communities tend to display a higher need to communicate achievement, success, and credibility by dress and logo use. This is especially acute in the Latino cultures. I think a small part of this cultural difference between the USA and the global communities relates to education. In the USA, many small business technology professionals are university-level degreed. In emerging markets, fewer people have access to university-level education and must display their accomplishments differently, such as manner of dress and achievement-based logos. I shared with the Small Business Specialist Community team at Microsoft that the logo will play out very positively overseas!

Chapter 2Small Business Specialist Community

Figure 2-8

At the Small Business Symposium day at the Microsoft Worldwide Partner Conference (Denver, Colorado July 2007), this “yellow shirt” was created for attendees and it displayed global variations of the Small Business Specialist logo!


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