Part 1 of 5
5 reasons that reveal the importance of a logo that’s adapted to your business.
Draw attention and make a good and strong first impression
Everything is decided at first sight… or almost. Your logo is the first contact between your business and your customers. You certainly know that first impressions are by far the most important, so if you don’t want to end up on the sidelines, your brand must inspire envy, meet your target’s increasingly demanding criteria and bring innovation. In short you must stand out! Your logo must directly put your audience in confidence, reflecting the professionalism and quality of your products or services but also the unique personality of your brand. A company whose logo does not meet these criteria will probably have much more difficulties to convince. Your logo must be identifiable, easily memorable and convey your company’s vision in less than two seconds! The results of several studies show that people memorize shapes and colours much more easily than text, about 60,000 times faster according to Optimal Targeting. People remember 80% of the images compared to 20% for the texts. You can see this through this experience, which consisted in asking 156 people to design 10 famous logos such as the one of IKEA, Burger King or Apple. Even if we see that the results vary; we can still see that most of the designs are quite successful, especially in terms of the shapes and colours of the brand. When we make a logo we have to think about who will see it and where they will see it, but above all you have to think about how you want them to remember it.
Communicate your professionalism
If you want your customers to perceive you as a professional business offering quality services or products, you need to have a professional image and this starts with your logo. It must be aesthetically appealing, reflect your company’s identity and convey the right message. It must be simple, impacting and recognizable at first glance. Be careful, simple does not mean without details, these will also make your logo unique. A professional logo must be able to be adapted to each medium it will integrate, whether it is a business card, a website or a shop front. We speak of a responsive logo when it is designed with several variations that will match perfectly with each of your communication media.
Stand out from the competition
It is not a question of creating yet another brand that will blend into the mass, your positioning must be innovative. The world needs to know that you are making a difference, with your logo as the spearhead. Get a head start on your competitors with a logo that really stands out for its quality and consistency with the message you want to deliver. They don’t know you’re the best, show them.
It is the basis and foundation of a visual identity
Your logo is the foundation stone of your visual identity. When designing your logo, we add other graphic elements including typographies, colours, illustrations, iconography etc… that reinforce the personality, message and credibility of your brand. Your visual identity, whose logo is the all-powerful artifact, is the essential tool to deliver your message by ensuring graphic consistency on each of your media. Thus, all people who will see your communication campaigns immediately identify you, thanks to your logo and the graphic ecosystem that accompanies it.
Promote brand loyalty and build a relationship of trust
We can say “it’s not the appearance that counts” and in this case it’s only the appearance that counts. Before people try your services or products and realize how great and essential you are to their lives, they connect to what they see and instantly decide whether your brand suits them, makes them want to or not. It’s nothing personal, it’s completely natural. You will agree that a poorly executed logo, a visual identity or a past website does not really make you want to take the plunge and try what you are proposing. In other words: it does not give confidence. On the other hand, a strong brand, whose communication assets, starting with its logo, meet the criteria developed in the previous points, can make a person want to, arouse their interest and start building a relationship of trust. Now, if your logo and visual identity match the quality of your services and products, people are likening your brand and logo to that delicious moment they shared with you. You offer them a visual element to attach to and when they see you on a poster in the street, passing in front of your shop or on the web they will probably want to stop by your place. It should also be noted that 70% of companies say that it is cheaper to retain customers than to acquire new ones. This is the whole point of an onion experiment that will convince your customers and it all starts, as you guessed, with the design of your logo.
To sum it up
Your logo has a significant impact on the public’s perception of your brand and this makes it one of the most important investments for your company. Of course, a logo does not do everything without a coherent visual identity, brand positioning and an elaborate communication strategy; but the quality of your products and services will be associated with it and when your customers or future prospects see it, they will instantly identify you as a pleasure factor. Your logo is your coat of arms, your flag, you must wave it in the eyes of everyone and be proud of it because it will follow you throughout the life of your company.