A logo is to a business as your face is to you.
It is how you are recognised. It reflects your personality, or in case of your business, your values and principles. It is also the most powerful marketing tool known.
It is very hard to establish yourself in the marketing world without a logo. In layman’s terms, a logo is like a mental shortcut to a product or company. Just how often do you recognize a car from its make, rather than the ever present logo on the bumper or in front?
The power of the logo lies in its visual nature. Studies have shown that people recognize and relate to images faster then text. In today’s world of multimedia, this rings more true then ever.
Having just any logo, however, is not enough to create a brand identity for you. A badly thought up logo can very easily destroy the image of your company. On the other hand, a carefully designed logo can reach the buying public and communicate to them the worth of your company or product. Therefore, everything depends on the design of your logo.
In the corporate world, “Image” is everything. A marketing company may like their Logo to be bold, so as to reflect aggressiveness, which is often what a client wants in such companies. On the other hand, an Insurance company’s logo would in all probably reflect solidity and dependability, and use that to draw in customers.
However, the market is flooded with Logos, from the corner of a news paper to the moving scroll bar at the bottom of your television screen. It is absolutely necessary, therefore, for a logo to have a meaning, to present something specific and unique to the subconscious mind of the consumer, to set it apart from the rest of the competition.
The work of a Logo goes on even after your Identity and Image has been established. Part of a logo’s effectiveness comes from repetition. As it is known in the business community, familiarity is the key to growing your business. In corporate world, it’s called consumer loyalty or brand loyalty. Once your logo has established consumer loyalty, your next step will be see it repeated as often as possible. Each time your company or any product or service of your company, is mentioned anywhere, your logo should accompany it. Soon, even a glimpse of a part of that logo will be sufficient for your client to relate to your company.
With careful marketing, a Logo can become the main reason for sale of a company’s product. For instance, the brand Nike has a tremendous loyalty. It has become a status symbol of sorts, cashing on the image “the best money can buy”. Nike’s marketing strategy has been to associate popular and successful sport persons with the brand, establishing the company as makers of top quality professional sports gear.
A logo is like a signature. It proves your legal ownership and is a legal safe guard against fakes and forgeries. Cheap forgeries of branded product are flooding the markets in the third world countries. For instance, you can get a cheap sneaker with a logo somewhat similar to Nike’s logo, which can boost the sale of that fake. However, is a company reproduces your logo to the tee, you can sue the company is consumer court.
So invest the time in developing a GREAT logo…
and look after it – you (and your business) will reap the rewards!