When you consider all the factors that should be taken into consideration for your business venture, investing in a logo doesn’t seem to be the highest priority.
Let’s examine 7 reasons why your logo is a key part of making your brand successful.
It attracts attention
Attention spans are short nowadays – especially those of customers.
Companies have about 2 seconds to convince potential customers whether their products are worth it or not.
This is where your logo comes into play.
A logo can grab a visitor’s attention and communicate your company’s core values in an interesting way. The short attention span that drives customers to judge your company by its appearance, can work to your advantage here if you invest in an attractive logo that represents your company.
It makes a strong first impression
First impressions are your opportunity to immediately communicate what products you sell or what niche market you serve.
Do you offer women’s activewear suited for the gym? Are your consulting services particularly useful for traders? Your logo introduces your company as an authority in your work environment.
It is the basis of your brand identity
Successful branding is all about spinning a story that evokes emotions in your customers.
While it’s true that logo design is only part of a company’s brand, it also serves as the foundation of the entire story on which the brand is built.
Colors, hues, fonts – all of these determine the story you want to tell and your logo creates the framework for that story.
These elements carry over from your logo to all of your materials—letterhead, business cards, and landing pages — thus creating a concrete brand identity.
It makes your company memorable
Logos are a point of identification; they are the symbols customers use to recognize your brand. Ideally, you want customers to immediately associate your logo with what your company offers — and, more importantly, how they feel about it.
At the same time, since a good logo is also a visually and aesthetically pleasing element, it can evoke positive memories that your brand name alone is not capable of creating.
And, let’s all be honest, some of your audience will surely forget your company’s name (don’t take it personally—it’s human nature), but they’ll immediately associate your logo with memories of your brand.
It differentiates you from the competition
Dare to be different with your logo. Your company logo communicates to customers why your company is unique. Sure, there are probably 50 other coffee shops in your city, but yours is the only one dedicated to sustainability, and your green, earthy logo can communicate that.
A well-thought-out company logo can communicate everything from the company’s background (professional, relaxed, fun) to its mission (entertainment, efficiency, and innovation) – all through the right icon or font.
It maintains brand loyalty
It is widely known that customers need consistency.
As your brand grows, more and more customers will be familiar with your logo. This familiarity gives the impression that you are trustworthy and approachable.
Think about it: when you need new gear for the gym and you suddenly see jogging pants with the Nike logo, you immediately tend to buy them. Why? Because you know you’re in good hands with Nike; Nike is a brand you trust. Trust is based on a good logo and brand loyalty quickly follows.
Your audience expects it
Your logo is the first thing your audience will look for when they receive communications from your brand. It should be central to all of your marketing materials, such as business cards, flyers, advertisements, etc.
If you don’t have a logo (or one that stands out), you’re missing out on an opportunity to get your company in the minds of your audience.