The value of your logo

04/11/2023

Of all your brand and marketing collateral, your logo is the most valuable and crucial element to get right.

What does your logo do for your business?

  • Typically, it’s your logo that makes the initial impression, whether it’s in advertisements, on your business cards, signage, or brochures and yes, even on your social media platforms!
  • Your logo serves as the visual identifier for your target market, setting you apart from your competitors.
  • Your logo often plays a pivotal role in your target market’s decision to engage with your services or purchase your products.
  • Your logo is regarded as the “face” of your business. It will either help draw your ideal target market in, or convey to your target market your business or service might not be the right fit for them.
  • A professional, appropriately-designed logo lets your target market know you take care of the details. This in turn creates confidence in the product or service you offer.

How does no logo, or a logo that doesn’t align with your business and brand affect your business?

  • The absence of a logo, or an existing logo that doesn’t align with your business equates to the absence of an effective business identity. It makes implementing an effective and successful marketing strategy at the very least difficult, and in some cases impossible.
  • A logo that doesn’t clearly fit with the ethics and values of your business, and therefore the ethics and values of your target market, creates confusion and indecision with your target market.

Is it ok to design your own logo, buy a cheap logo or have a cheap logo designed for your business?

As a professional designer you might be expecting me to say ‘absolutely not’ – whatever you do, don’t do any of these things’. And honestly; unless you are yourself a professional designer with a good level of experience, and if you want to do everything in your power to ensure the success of your business this IS the advice I provide to business owners when asked about this.

An effective logo isn’t simply a pretty picture with the name of your company thrown in somewhere, coloured with colours you like.

There are many steps carried out during the process of developing a professional logo to ensure the logo will reach the hearts and minds of your ideal target market; some of these steps include:

  • It starts with clearly defining the goals, values and ethics of the business
  • Next the ideal target market clearly defined
  • Research is carried out which can include researching competitors in your market, researching similar products or services in your market, researching what’s being searched for on Google to establish the level of interest in your product and service.
  • Then we start the development of conceptual ideas stage.
  • And finally the actual design and development of the logo concept is started.
  • Once you have approved your logo concept the brand colour suite is finalised, and a selection of logo formats are created so you can use your logo across a variety of marketing collateral.
  • And finally, depending on the scope of the job, a brand manual is created. This provides a guideline on how to use your logo to ensure you achieve maximum value from your logo investment by maintaining a professional and consistent approach to your brand.

Does your logo effectively represent your products or services?

Like all your branding and marketing materials, your logo must align seamlessly with your target market and the products or services you offer. It should also distinguish itself from competitors’ logos, establishing your unique identity.

A well-designed, professional logo communicates trustworthiness and conveys that you are a serious business operator. Furthermore, your logo must maintain consistency across all your branding and marketing materials.

The significance of consistent logo application

Consider your logo as a stamp. Once designed, it should be applied consistently in virtually all cases.

Typically, several versions of a logo are crafted, each tailored to specific applications—vertical, horizontal, and a version suitable for small-scale reproductions.

Your logo should be used on ALL your marketing collateral. It’s very rare that there would be an exception to this guideline.

TIP: For more on the importance of brand consistency read this article: The importance of brand consistency: Why your brand needs to be consistent across all touchpoints.

Review your logo application across your marketing collateral

TIP: Take the time to review the application of your logo across your marketing collateral and identify where it’s not being applied consistently, or maybe not being applied at all.

Does your logo effectively represent the values, ethics and quality of the product or service you offer? Does your logo ‘reach out’ to your ideal target market?

Review all the instances of your logo’s reproduction throughout your business and marketing materials. For those with an existing brand, this presents an opportunity to objectively evaluate your branding.

Identify collateral where your logo isn’t present and make a list so you can identify how to best apply your logo to this collateral.

You might be astonished by the subtle “slippages.” Your building’s logo might unexpectedly feature a bright red line underneath, your business cards might inexplicably acquire a black outline or a slightly different font. These seemingly minor details hold importance. Your logo should exhibit consistent application across all your marketing materials.

Don’t have a logo yet?

If you are just starting out it’s critical to ensure your logo does effectively represent the values, ethics and quality of the product or service you offer. And it’s important that your logo is created with your target market in mind; it needs to reach out to your ideal customer and draw them in.

TIP: When reviewing your existing logo, or in the process of introducing a new logo, put yourself in. the shoes of your ideal target market.

IT’S NOT ABOUT YOU AND WHAT YOU LIKE – EVERY DECISION NEEDS TO BE MADE FROM THE PERSPECTIVE OF YOUR IDEAL CUSTOMER.

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