Is Your Logo Helping or Hurting Your Business
by Nathan Cain
Published on this site: April 30th, 2005 - See
more articles from this month...
The quality of your logo can mean the difference between success
or failure. It can be that simple!
Trademarks and Logos make up the most international language in
the world. An excellent logo can cross many barriers and provide
your organization with a means of delivering to your customers an
unequivocal and uniform message.
Every successful company has its own "personality,"
and just as human personalities are complex, so too is your
company's personality. A successful logo is a means of condensing
a complex reality into a single, simple statement, one that
can be controlled, modified, developed and matured over time.
Your logo needs to be much more than just a distinguishing mark
for your company. It must be an indication of quality, value, and
reliability.
Does your logo do these things successfully?:
- IDENTIFY your company, product, or service.
- DIFFERENTIATE it from the mass of other similar companies.
- COMMUNICATE information as to your products value and
quality.
- ADD VALUE by causing you to provide a quality service
in order to maintain your company's reputation.
- REPRESENT potentially valuable assets. When people see
your logo, can they tell by the design that your product
or service is of high quality.
If your logo doesn't do these things, then you might need to update
it, possibly seeking professional advice.
Is your logo design really that important?
It is extremely important! Your logo is a part of the foundation
on which you build your brand. Especially since the recent explosion
of Internet businesses, but even before that, consumers have an
overwhelming variety of choices. Chances are that whatever you are
selling, there is something similar to it available. Chances are
there is someone in direct competition with you right now. Yes,
there are very few products that are shielded from direct competition
because of a patent or for some other reason.
It is because of this that much of your efforts in marketing and
branding should be concentrated on building a distinctive and differentiated
"brand personality" for your company.
Take the success of Coca-Cola and Pepsi-Cola. There is some difference
between these two products, but this difference is very subtle.
Plus, there are hundreds of other brands of cola on the market.
Even so, these two brands, Coke and Pepsi, are able to dominate
the world wide cola market. What is the main factor for their success?
It is the strength and appeal of their brands.
And what is the foundation for their brands?
It is their powerful Logos!
Your logo is the means by which you can distinguish your
products and services and therefore serve both your needs
and the needs of your customers.
Ok, so what are the TOP 5 components that make up an excellent
logo?
- Long lasting style
It is often tempting to adopt a design that looks really
cool at the time but that can become outdated very quickly.
This leads to the logo being constantly changed. Your logo
designer should resist the urge to change your logo unless
it is really necessary. It is only after consumers frequently
see your logo that people may start to notice it. (Sometimes
this is after you are already bored with it)
- Distinctiveness
It is interesting to note that many new companies adopt
logo styles that are very similar to everyone else's. Don't
go overboard though, your designer should be sensitive to
cultural norms. A really wacko design wouldn't do well in
funeral home. However, you should still seek distinctiveness.
- Appealing to consumers
Your logo must be appealing to those who aren't affiliated
with your company. This means you must test your logo. Show
it to your customers and see what they think. Ask them what
emotions it evokes in them.
- Conveys the right image
What image are you trying to get across to your customers?
Corporate? Upscale? Franchise looking?
- Legibility
No matter what you do, if people don't understand your logo, then
it will be ineffective. Who are you trying to target? Where are
you going to be displaying your logo other than your web site?
Will it be on your letterhead, business cards, auto signs? Does
your logo put out the same message no matter where it is
displayed.
In conclusion, your logo is central to your company's "personality".
Even if your company has a great personality, if your logo doesn't
convey that, then people may get the wrong idea and never do business
with you. Within your logo and company name is held all of your
investments, because it is this clear, identifiable aspect of your
brand that the consumer uses in selecting your company or purchasing
your products.
Nathan Cain, has more ideas that will help your business
marketing efforts. Visit his promotional products web site at http://www.Web-Magnets.com
|
