We see them on just about everything we buy. The logo tells consumers “this is who we are, check us out,” in the nanoseconds our attention-deprived populace craves. Today’s consumer doesn’t have the patience to guess at the value or identity of an item or service and that trend is increasing as our attention spans decrease.
How much of an impact does a logo have? Ask yourself which resonates more strongly: the image of a person running track wearing a pair of Nikes or a visual of the swoosh? For that matter, does seeing someone eat a burger have the same brand identification as a three-second shot of the golden arches? Nothing carries the branding weight of a well-crafted logo.
So, which comes first, the logo or the brand? It’s been said, and rightly so, that a company should define a logo. A logo should not define a company. Still, while a good logo adds credibility to your company, even a well-designed logo will not make up for any of your businesses’ shortcomings.
If you feel you have the artistic ability and branding knowledge to create your company’s logo, more power to you; but, keep in mind that the visual you create will be featured on all of your business cards, marketing materials, packaging, and your website. Your logo is the first impression your prospective customers will have of your company. If they like what they see, you’re that much more likely to earn their business. By the same token, if your logo is off the mark, you can just as easily alienate your target audience.
How do you determine the right visual representation for your brand? Keep the following in mind before you unchain your inner artist:
Brand Identity: Why did you get into the industry you chose? Familiarity, opportunity, passion, or all of the above? Was there a unique or interesting reason why your company came into being? Your logo should capture this.
Objective: Identify your brand’s features and benefits, target market, and competitive advantages. Make a list of all words or phrases that best describe the core value of your brand. This list should emphasize how your brand will resonate with the needs of your prospective customers.
Customer Perception: How do you want your customers to view your company? Is dependability most important? Accessibility? Or, do you want to emphasize attention to customer service?
Target Audience: To whom are you selling? People who feel money is no object or those who clip coupons? Your customers want something new or unique (i.e., the latest fashion or technology), or are they more comfortable following the pack? Different personality types are attracted by different visuals.
Value Proposition: How do you plan to market your products or services in comparison to your competitors? Are you charging more or less than they are, or are you mirroring their pricing, but offering added value in some way? How is your brand better? What is your competitive advantage? How does it create value for your customers?
Tagline: A tagline is the slogan or phrase that best captures a company’s vision in a condensed fashion. Come up with a short, catchy (when possible) phrase that will effectively conjure a positive image of your company for your prospective customer.
Keep it Simple: A logo should capture your company’s identity neatly and uniquely. Avoid too much detail. Simple designs attract more attention, period. Also, strong lines and characters reduce and enlarge easily. Try to picture how it will reproduce on an acrylic award, for example. Still, don’t sacrifice originality for simplicity. You need to include something compelling. Think along the lines of the aforementioned golden arches or the Nike swoosh.
Having a well-designed logo is a great way to establish or improve your company’s credibility. Remember, your logo is the first impression your customers will have of your brand. Make sure it’s a great one
By Olga Gikas
olga.gikas@ebizinsider.com
