How important is your logo?
6 reasons to invest in your brand.
Let me start by saying your brand is so much more than your logo. I realise the heading of this article started by asking how important is your logo – and this article hopes to answer that question as well – but you should know firstly that a good logo is just one part of your brand.
If not your logo, then what is your brand?
Your brand is every point of communication you have with not only your customers and potential customers, but also your staff, suppliers, investors and contractors. It’s the uniforms of your front line staff to the conversation the CEO has with the bank manager. It’s the posts on Instagram and the tone of the language on your website. It’s the person driving the company car letting cars infront of them in traffic or succumbing to bouts of road-rage. It’s what Mary tells Jane about the experience she had with your company last week.
Whether you’re a solopreneur or building a corporate empire, and whether you’re a product or service based industry, the same is true – you either build or confuse relationships with every point of contact.
If you’ve ever thought that branding was just for the big guys or something you might do once you’ve reached a certain level of success with your business, these 6 reasons to invest in your brand might just do the trick to convince you to do it sooner rather than later.
First impressions last
Would you trust a dentist if they had a hippopotamus smile? How well you value yourself is an indication of how much you’ll value your customer. Customers want to know they’ll be looked after. When you start by investing in your business it shows a potential customer that you’re invested in your relationship with them too. A poorly designed logo will stick out to a potential customer like a yellow, crooked & broken smile. Rest them assured that you look after yourself and they’ll trust that you’ll be able to look after them as well. You get one first chance to make a first impression. You’d better make it a good one.
Know what makes you different
Even better than a good first impression is a unique one. As well as showing a potential customer or investor that you’re professional and invested in the business, you’ll also want to give them a taste of the flavour that is unique to your business. That magical thing that sets you apart from your competition. If you’re banana, make it known that you’re banana! Investing in your brand foundations can help clarify your point of difference and figure out how to communicate that with ease.
A wise man builds his house upon the rocks
Just as painting the ceiling of the Sistine Chapel if it were to all come crashing down with the first autumn breeze, spending your time, effort and budget on advertising without a solid foundation is a wasted exercise. Knowing your brand inside and out from the onset can help clarify where you should focus your marketing efforts, plus it will greatly increase the chances of those efforts being succesful and an ongoing asset for your business. In short, a better brand means better marketing.
Building a brand builds relationships
A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them, and believe in their superiority. As competition creates infinite choices, looking for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships can affect your success, regardless of whether you’re a start-up, a nonprofit, or a product.
More desire, price higher
Have you ever bought a product that you knew had a cheaper identical twin in different pakaging? You could have spent less money for the same outcome but you wanted the “nice” one – the one that made you feel worthy, beautiful, healthy, classy, succesful? The great thing about investing in your brand is that it truly is an investment. With greater demand for your product or service, you’ll be able to bump up your pricing and reap the rewards for years to come.
If you’ve ever asked yourself what you should wear to a business meeting, what you should post on facebook this week, what colour you should make the headings in that document, or how to get noticed and be taken seriously by your target market, you could definitely benefit from some clarity around your brand. Having your brand clearly identified actually makes life as a business owner easier! Those questions you ask yourself on the daily can be answered before you even ask them. Imagine that!
Now that we’ve learnt how establishing solid brand foundations will help you build success for your business, let’s see how a logo ties into the picture.
For the sake of clarity, a logo is an easily recognizable, reproducible design element, often including a name, symbol, specified colors or trademark. It is a quick, visual representation of a brand's message and position.
So while having a logo is important, it’s fair to say that having a GOOD logo can add immense value to your business. The actual power to be leveraged behind a great logo is not simply in the creativity and design of the logo itself, but in the clarity, definition, uniqueness, and articulation of the larger brand behind it. A good analogy is that the logo is the tip of the brand iceberg. It’s the visible part above the water line, but what it represents is so much bigger.
Conversely, having a solid brand foundation and then failing to convey that through the use of a well-designed logo is equally pointless and detrimental to your brand.
Appreciating that your logo will feature on your all of your marketing, packaging, products, social media, website, etc, whether it’s in the store, in your customers’ homes, online… everywhere you want to be, it becomes clear that having a well-designed logo is of great importance to your business.
So rather than brand vs. logo, it’s really more brand and logo hand-in-hand.
As the company's major graphical representation, a logo anchors a company's brand and becomes the single most visible manifestation of the company within the target market. For this reason, a well-designed logo in front of a solid brand foundation is an essential part of any company's overall marketing strategy.
Clear as mud?! Let's talk :)