What is a logo?
A logo is a symbol that an organization uses to identify their business. Having a logo design is the first step to branding your small business. Visual representation of a company helps attract customers to your brand. Customers understand what your company offers and determines if their values align. Logos are so much more than a nice little picture.
There are 5 basic logo types. Logos can be categorized into wordmarks, lettermarks, brandmarks, combination marks and emblems. If you are uncertain as to what your logo should be, you should probably understand what they mean.
Why you need a logo | First Impressions Count
A logo is often a customer’s first introduction to your company. A well designed logo is memorable, and once people start seeing it around town it becomes hard to forget.
We’ve all seen good logos and bad logos. Having a logo designed by an expert sends a strong message to potential customers that your company is professional. If your logo does not portray professionalism you will lose customers. Additionally customers will pay more for perceived higher quality. A professionally designed logo is going to attract a better quality of client wanting to do business.
A company that has invested some time and thought into their image will consequently gain the trust of customers.
Customers will always compare your company to the competition when making purchase decisions. A professionally designed logo gives your company a competitive edge.
You need a logo to Get more money
Perceived quality results in people paying more money for your company offering. This is the reason why people will pay more for Adidas shoes than buy no name shoes from Target. The same can be said of small business and start-ups. Professional logo design makes you look professional. Customers will perceive your product as high quality and pay more for the value.
Save money in the long run
Sure, a logo might seem like an expense in the short term. Being a start-up business you probably have so many costs to think about before the money begins to trickle in. However, consider how many customers walk away from purchasing because they decided your branding design was not professional. Consequently, it is best to spend a few dollars ahead of time than to miss out on customers.
Increase Brand Loyalty
Customers will be naturally attracted to a logo and company core values that align with theirs. Nowadays people are looking for green product, natural product and to reduce their carbon imprint as much as possible. There are many reasons why people connect to a brand. It usually revolves around aligning with their values.
Customers are willing to stick with companies for a lifetime. One customer can provide so much value over a lifetime of purchases.
Customer loyalty is also great for word of mouth. Happy customers tell their friends. The right logo can lead to brand loyalty and have durable lasting effects. Remember also that keeping customers is easier than recruiting new ones.
Become more credible
A logo design is a large part of company branding. In fact it is the beginning step. Think about that for a minute. Find them across all social media channels, banners, business cards, mailers, shirts, hats, signage and even your car.
A logo has incredible power to convey a company’s branding message. Strong branding is important in order to gain customer trust. Customer trust is key to gaining sales. We want sales of course. This is the whole purpose, to attract customers.
In contrast, a poor design or no design at all may be viewed as unprofessional. It may cause customers to be uncertain if this is a real business.
Confidence & pride of ownership
A beautifully crafted logo design gives the company a sense of pride and confidence. Imagine the sign on the door, new business cards and a fresh modern web design all with your beautiful new design. Beaming with pride, you can’t wait to tell all your friends, family and everyone that walks in the door. Customers will notice your enthusiasm and want to be a part of it.
A strong logo leads to Professionalism, Competence, and Expertise
Send a clear strong message to customers that you are the best choice among your competition. People see logos online, on your company truck, business cards, social media the newspaper and so much more.
When customers see your logo on a company vehicle and on billing material, business cards they therefore see clearly that you are a professional business. In other words if your branded design is of poor quality, customers may transfer the thought that your product or service is also poor quality.
Customers will always do research to find out who is professional enough to do business with. They will check out your social media, Google my Business reviews and your website. How does your logo look? Is the branding message consistent across all channels? A professional design will make you appear as a professional company. In contrast, a poor design will make your company look amateurish.
In order to come across as an expert in your field, you need a logo to portray trust to visitors. Visitors will not convert to customers without an established trust. Customers trust that a company will do the work and deliver on their promises. In order to show people that you are a trusted professional, you need a design to represent your company.
A professionally design ultimately establishes customer rapport and trust.
Great design helps stand out from the competition
Compare the logos of several companies in your town, in your industry. You probably notice that some of those companies have amazing logos that stand out and some that are less than stellar. Some have used Clipart as their logo. This tactic might save a few dollars in the short term, but the lack of professionalism will consequently cost your company in the long term. Not only can your customers tell that it is Clipart, but it is widely available and not unique to your organization.
The best way to stand out from the competition is with a professional logo design. Even if your company is a start-up and the other guy has been around a long time, an icon can go a long way in telling a customer who is doing it better. For this reason, you need a design to outshine your competition. Even when the market is crowded. A great design can give a company a competitive advantage over competitors.
A professionally designed logo sends a clear message to a target market. Proper use of fonts, colours and icon represents the company. (Corporate, fun, youthful, techy). There is a lot of symbology and psychology that goes into the design process.
Having a professionally designed logo is critical to standing out from the competition. It is therefore well worth the time and investment to hire a company to help you. Remember that a professional design is a long term investment for your company.
Improve customer Recognition
Customers engage with images more than text. Simple logos tend to stay in our memories longer, and we are able to associate them with a feeling or thought. A professionally designed logo is memorable. One of the most important reasons you need a logo design is to get instant recognition.
Logos are simple. That’s why they are easier to remember than text. Customers will likely remember the logo when making an association with a particular product or service. Even more so, customers will remember the logo when they are finally in in need of the product/service you offer.
Think about the construction company truck or the lawn care truck that just drove by. Will you remember them? A professionally designed logo can help you gain market share simply by being recognizable.
You need a logo to form a company Identity
Your logo is unique to you and is representative of your company. It tells potential customers who you are and what you do, and how that might benefit them. A good logo should therefore appeal to your target customers and help you stand out.
Logo design is the starting point of brand identity. Branding needs to be consistent across all marketing channels. Superior branding relays the story of your company. The design and branding influence customer decisions by accessing their emotions.
Emotions can be triggered with colours, fonts, and a well-designed icon. Let’s think about restaurants for a minute. There are so many. Some restaurants might appeal to getting together in a fun environment with friends. Other restaurants may want to appeal to romance and fine dining experience.
Ultimately, a great logo design can establish a company identity.
How do I get a great logo design?
The best way to ensure a great logo design is to have it professionally made by a graphic designer. Of course there are cheap alternatives available online. But remember that it is a long-term investment for your small business. Choose a local designer or a small freelance designer. Why? Because designers will take the necessary time to understand your organization. There is a complete design process that ensures the final result is the best design for the customer. Additionally the quality work is high and the cost is less than hiring an agency or large design firm. A freelance designer will also provide a more personalized service and likely as a result exceed client expectations. Often you can also get other branded material such as business cards made along with your new logo. Finally, this helps keep brand consistent.
How to choose a logo designer and get the best results
Most designers will have a portfolio. Have a look and see the kind of quality the designer can produce for the money you will spend. Research will help you feel confident in your designer choice.
Referrals and word of mouth are very powerful tools. Ask another small business who designed their logo and about their experience with that designer. Also a small business startup should not have to spend thousands of dollars getting design work done. If you feel the quote is too high, ask around.
Additionally designers should have a clear design brief detailing customer needs. Make sure you have an opportunity to detail your thoughts and ideas. A good designer will anticipate these needs and prompt you with questions to guide you.
Conclusion
Your logo is the most essential element of your company’s branding strategy. Customers and visitors view your company and will determine if they want to do business with you in about three seconds. Do not trust your brand to a piece of cheap clip art you found on the internet.
A graphic designer will take the time to learn about your company and values that you represent. Research will be done to ensure the best possible outcome. A graphic designer will go through a 7-step logo design process and include a brand guide to explain the use of your new design.
It can be a bit expensive at first. But, consider a logo an investment for the long term. An investment can pay for itself by attracting customers.
A great design will tell the story of your business and attract the right customers. As a result, grow your business successfully.