Probably almost everyone has some idea of how important it is to make a good first impression on the people you meet. The business world is no exception, and it’s extremely important that businesses make a powerful first impression on potential customers, or they may lose the chance entirely to establish a business relationship. A memorable business logo design can become one of the most effective means of making a good impression on consumers, because it can stick in their brains, and cause the person to remember a company.
When you consider the fact that virtually all businesses have serious competition from rivals and need to differentiate themselves somehow from those rivals, a unique logo just might be the decisive factor in differentiation. That’s why marketing strategies tend to make strong usage of company logos, because it is considered vital to generate brand recognition, so that customers can become loyal repeat buyers of products and services.
Statistics have shown that 48% of all consumers have a greater likelihood of becoming loyal to a brand after having purchased a product from that company for the first time. That should be a clear illustration of how important it is to make a good first impression in the minds of consumers, and to that end, logos can be indispensable.
Importance of a good business logo
Logos are generally speaking, the most effective possible branding tool which can be used to generate brand recognition in the marketplace. If you develop a logo which effectively communicates your business message, it can help to establish a unique identity for your business, and a strong persona that is retained by consumers. What businesses are really seeking with the design of a unique and memorable logo is recognition from their target audience, as well as long-term memory which leads to loyalty.
Another benefit of having a well-designed business logo is that it demonstrates a good professional approach by your company in the conduct of business. More consumers associate a high-quality logo with the same level of quality in products and services. If you can somehow develop a good business logo which conveys your company values to consumers effectively, while also being a unique representation of your business, you have a chance to distinguish yourself from rivals. In terms of developing a competitive edge over rivals, you have tremendous potential with a good company logo to rise above everyone else and make your company stand out.
Basic steps involved in logo design
The first step which most companies embark upon when they are preparing a logo design is to conduct extensive research about the components which should be included in that design. This will include the values and personality which are to be conveyed through the logo, as well as some concept of what the company is all about, in terms of its products and services. After research has been conducted, a period of sketching and conceptualizing follows, during which several different potential designs are visualized and refined.
Consumer input is encouraged at this time also, since this could heavily influence the final design, and might have a major impact on how users react to the logo. After the sketching phase, revisions can be undertaken, especially those which include user input, and which will ensure that the final design is more in line with consumer tastes. Following all final revisions, a logo design should be created which has everyone’s approval and is ready to be used in marketing campaigns to promote the company, and to increase brand recognition.
Developing an effective company logo
The first step in developing an effective company logo is to have all the branding details at your disposal, so that you can be aware of your brand’s personality. The type of industry that you’re involved with will have a major impact on your company’s personality. For instance, a toy-maker would have a far different personality than a long-distance trucking company. It’s also important to have an understanding of your target audience when you’re developing a company logo.
Since the whole point is to attract customers to your company, your logo designing efforts should be mindful of the fact that your target audience needs to be pleased and excited about your logo. To this end, you should create an accurate customer profile which outlines the educational, cultural, economic, and social background of your target audience. This can help you choose appropriate colors, typefaces, images, and shapes when you’re designing and developing your company logo.
You should also take into account the nature of your business model, for instance whether it’s a B2B or a B2C type of setup. This will also play a part in how you design the image which represents your company. The effective use of colors can have a surprising impact on viewers when you’re designing a new logo. A wide variety of emotions can be invoked in people simply by using a strong element of red in your logo, since it is known to trigger passion, aggressiveness, and sometimes even love. If you can have an understanding of the emotions you want to trigger in your customers, that may guide your usage of a color scheme in preparing a logo design.
There should also be a versatility component to your logo design, meaning that you may want to use it in a number of different forms and on a number of different displayed surfaces. Sizing can also come into play, since you may want to exhibit your logo in a small context at times, and a large billboard display at other times. The trick to all this is making sure that you don’t lose a sense of proportion as you go through various sizing’s of your logo.
Throughout the design process, you’ll undoubtedly be getting feedback from colleagues and other experts on the matter, but you shouldn’t overlook the value of receiving input from your potential customers as well, and whenever you have the chance, you should solicit the opinions of members of your target audience to see the kind of impression your logo makes on them. This can go a long way toward telling you whether you need revisions in your design, or whether it’s already striking a powerful chord amongst your target audience.