Without a logo, there is no foundation … and without a foundation, there is no brand.
The logo is the hub that the brand is built around, and it is imperative that this hub is strong and stable. Here are some insights to further validate the importance of a strong brand:
“A brand is a customer’s understanding about a product, service, or company. It’s not what YOU say it is, but what THEY say it is.”—Marty Neumeier
- Control the message, or be controlled. You can’t control what people might say about you and your company, but you can control what message your brand communicates to them. It’s up to you to establish your talking points. What does your brand say about you?
- Set the tone for the consumer’s expectations. If you buy something from a perceived premium brand, you expect a premium service or experience. So, as you set the stage for your positive brand promise, make sure of one thing: that you can live up to that promise. Wouldn’t it be better to start a relationship with a client who expects more from you, rather than less? Branding is not where you want to under-promise and over-deliver. What promise does your brand make?
- Blend in or stand out. On any given day, a consumer is exposed to over 6,000 ads, and each year, more than 25,000 new products. Since two years ago, there has been more content created in any given 48-hour span than there was from the beginning of time until 2003. Breaking through has never been harder, but it has also never been more important for success. Consumers are bombarded by messaging every day. This overwhelming amount of clutter numbs them to important takeaways because so many of these messages sound largely the same. Remember: your business should be the needle in the haystack—not the haystack, itself.
- Take advantage of your competitors’ failures. If you want to move your business ahead of theirs, your job is to exploit their weakness and build a better brand. What do your competitors’ brands say about them?
- Good branding builds better name recognition. Like any good radio spot or commercial, a good brand sticks in people’s minds. They may not need that product or service this second, but when the time comes, they remember the name of the company because they’ve seen the advertising. Is your brand memorable?
- Brands create value. As small businesses compete against one another, consumer decision often revolves around a few considerations. The first and simplest consideration is price, and the second is the feeling people get about your company and its brand. How does your brand make consumers feel?
- Brands reflect who your company is today. If your business is like most businesses, it has probably grown and evolved over the years. Maybe even the services or products have evolved or changed. As such, your core target audience may have also changed over the years. So the question remains: has your brand kept up with these changes?
- Your logo should be unique—but it shouldn’t be a guessing game. Small businesses don’t have the luxury of spending millions of dollars on advertising to get people to understand the meaning of their logo’s icon or connect it with their business type—so it is important to get it right, the first time. What does your logo mean to your audience?
A great brand allows you to position your company in such a way that each brand element communicates quality and an expectation of superior service. It’s about instilling confidence in your offerings, and understanding why the consumer might pay a premium for your service versus that of a competitor. A great brand is positioned around the logo, so make the wise investment in your logo development. It will be the face of your company.