As you work to build your business, you may find yourself wondering: Is logo design really necessary? Do I have to spend money, time, and energy on a logo, when I could be investing in the start-up or maintenance of my company?
That logo isn’t going to pay the bills or run my brand, so what’s the use?
Wait just a minute.
In truth, a well-designed logo will pay the bills. It will contribute to your brand “running itself.” And it will build your brand beyond the capabilities of any written or spoken words.
Just last week, someone asked us, “How important is logo design in branding?”
That is a terrific question, shared by many. And we’re going to take this opportunity to answer it.
This is your Brand without a Logo
The importance of the brand logo is underestimated on a regular basis. It holds far more significance, and is more powerful, than many understand.
In order to grasp its importance, let’s look at the many ways a brand suffers without a logo:
- It is Faceless: Imagine trying to recognise your friends, your acquaintances, your enemies…without faces. You would be forced to identify them by their voices, their mannerisms, or their declarations of who they are. This would not only take a lot of time, it would become quite frustrating. This is what happens when your brand cannot be quickly and easily identified by its logo. People get frustrated, forget, and move on.
- Its Quality is Questioned: If a logo is either low-quality or non-existent, onlookers assume the same of the brand. When a logo is well-thought-out, and designed with branding strategy in mind, that is evident and the reputation of the brand is strengthened.
- Its Values are Questioned: Every brand should be operating from a list of corporate values, and those values should be made apparent in everything it does—in all media. The logo is a big communicator of values. Without it, people may wonder if your brand has given any thought to its values, and therefore, to the types of the people it wants to serve.
- It Offers Nothing Unique: Your brand’s USP (Unique Selling Proposition) is communicated by your logo. A great logo will work to differentiate your brand from the competition by telling your target audience how it’s different and better. Without this, your brand will drown in a sea of competitors.
- It Offers no Promise: Every consumer looks for a brand promise, so he or she knows what to expect and whether or not to invest in a brand. A well-designed logo communicates that brand promise, so that people absorb that from the start and are reminded of it on a regular basis. If there is no promise communicated, they will move on.
- It is Insecure: When a logo is clear with its message, it tells onlookers that it knows why it exists and what it will do to change the lives of its clients. Without a logo, any display of confidence in message is improbable—making it very difficult for consumers to, in turn, have confidence in the brand.
- It doesn’t Understand its Audience: When a logo is built to catch the eye of its ideal clients, members of the target audience feel that the brand took the time to get to know them and their preferences. This instils consumer trust, which is essential to brand success.
A logo is the most visible expression of your brand’s values, mission, vision, promise, story, and purpose. It will be viewed more than any other aspect of your brand, and will therefore be responsible for memory recall of your business name and everything your brand stands for. Without it, your brand is faceless. It will struggle to be recognised. It will fail to be remembered.
Concerned that you don’t know the first thing about creating a logo? No worries. There are brand design professionals who specialise in creating logos that will not only represent your brand, but build it. Contact us for more information.
We also suggest that you sign up for our B.R.A.N.D. Kick Starter Online Masterclass, where you’ll learn more about brand identity, brand awareness, logos, and more. Simply go to http://bit.ly/GetVisibleNow to register now.