By Darcey Fahey
What is the first thing you notice when you recognize a company? Their logo. (If they are smart, they have a good one!)
Why? Because most of us are visual people. We learn and remember things better from a visual standpoint. That means your businessí success depends on memorable imagery.
But itís not enough to have just any logo and branding. Logos that have no meaning or donít connect to the brand logically are wasted. Might as well throw in the towel now if there is no thought behind your logo.
Think about some of the most well-known logos on the market:
- Dairy Queen
These are household names you know and recognize in an instant. But small and medium-sized businesses can rise up and build brand recognition for themselves to keep their business on the map, too, both locally and beyond.
What is a logoís purpose?
Branding your company is the single most important thing you can do to earn credibility. Get it wrong and you could lose your audience. A strong logo speaks for you when youíre not there, becomes a recognizable image in your industry, and builds trustworthiness thatís invaluable to your business.
Some companies embed their names in their logo. Some can simply rely on a symbol to represent their business. Either way, investing in your brand is an important step, and getting it right will secure your companyís future.
Once your logo is set, having good quality products will help to build your brand collaboratively, which is a recipe for success. You may think your products can steer your ship, but without the right visual brand backing up your products, customers will have a hard time picking you out of a crowd.
What goes into a logoís design?
- Design - Use crisp colors and vivid shapes with clean lines.
- Balance - Focus on your brandís personality not just what looks exciting.
- Influence - Try symbolism to reflect services, values, and other aspects of your business.
- Ease - Make it memorable, easy to read, and quickly identifiable.
Your goal is to make the customer say ďHey, I know that companyĒ whenever they see your logo on the street or online.
Getting the public to recognize your logo and equate it with quality products and great customer service is a work in progress. It takes time, but promoting your image and keeping consistent is the name of the game.
Three things to remember:
- Your logo must look good online and in print to be used in marketing materials, packaging and promos.
- Make sure there are no similar logos in your industry or area (especially with a patent pending) to avoid any legal hassles!
- Keep it sized appropriately and prominently displayed. Your logo is the calling card for your website, business cards, and letterhead.
Not sure how to go about creating an eye-catching, effective logo? Call in the professionals! Enlist a great marketing firm that will research your company and your industry to design a logo that speaks volumes for your business.
Define your brand
Once you have a great logo with a vibrant color scheme and memorable imagery, whatís next?
Now itís time to build on your branding and promote your business.
Define what your brand is about by creating a tagline or statement to accompany your visual branding. Come up with a witty one-liner or state your company values. This tagline works with or without your logo, appealing to both visual and non-visual (text-only format) customers.
This is also where video advertising can come into play. Use video ads to reinforce your brand visually, or use the voice-over to reiterate your brandís message and personality. How many times have you heard a jingle that you just canít get out of your head? If itís memorable and easy to associate with your brand, itíll stick.
Ready to get started designing a great logo for your business?
Propel Marketing is an online marketing company providing digital solutions to local small- and medium-sized businesses: www.propelmarketing.com.
Digital Media Marketing: Make an impression with your logo
By Darcey Fahey