If you are currently doing your business feasibility study or if you are actually starting it, you might find that success is not as quick as you may have imagined. Of course, we would be enthralled to see the corporate brand vision coming true (and profits coming in)! However, phasing is another thing and a jumpstart idea is not bad. Company Logo should not be taken for granted and careful attention should be allotted as soon as possible. Other than company name, your Logo is a good tool to set your business apart from its competitors and earn significant goodwill to drive your sales high through the roof.
Your company brand is a separate person. Complex as it is, it has life and a lot of processes should integrate to create a seamless being. Your brand may say a lot of things about your company, its product, and even its mission. Those things about your company could be very valuable and useful but all will be worthless if people don’t recognize them. You cannot expect someone to be amazed to see a one page ad detailing all the things about your company in a boring narrative!
Humans love pictures! People stops to see photos, videos, drawings and colorful graphs. For this reason, companies who really want to standout in today’s market strives to make a logo that will represent their brand. In fact, some circles consider that logo creation is the most important branding strategy.
To emphasize its importance, may I present 3 reasons:
Your logo characterizes and recognizes your brand
In a world full of marketing materials, banners, billboards and advertisements, a good logo would have people recognizing your brand even by just giving a very quick glance. It gives your brand a unique character that you instill in every person’s mind. This is a great way of market penetration. So what is the importance of your logo’s character?
Visual symbolism – your logo is the FACE of your business! As it is your company’s face, you should make it appealing, clean and fun. Nobody would want a dirty and boring face! Make it proud by giving it the required elegance without sacrificing relevance. People should be able to connect with it (as we will discuss later) no matter how elegant it appears.
Memory / Recall – people will remember pictures more than they remember a formal company name. A superior logo will make people remember the product in just a glimpse. It can also promote a new product working under the same logo. Your logo gives the entire product line under it the goodwill it earned the hard way, thus making a smooth entrance for newer products.
After a good amount of time, your logo will earn its space into the minds of everyone. It’s like your acquaintances; whenever they hear your name they will instantly remember your face. In the business environment, you are giving your logo the face that will be recalled by your market.
Uniqueness / Individuality – Your company and its products are unique; make sure the market sees that. To make that statement, start with a good logo. It should be unique, something not usually seen amongst your competitors. It should make a statement about your products or services. Ensure that the uniqueness shown is the uniqueness you are proud of.
Your logo acts as your sales agent
Your logo functions as your very own sales agent. It works for you 24 hours a day, seven days a week. If you devote so much time and effort to hire the right sales people, why would you then just choose any logo without exerting that same effort? One very important thing you have in your hands is the control on what your logo would look like and how it will make its way to the hearts of the buying public. Just like your human sales team, your logo speaks, the only difference is, it doesn’t stop speaking. It’s the only voice that your customer can hear amidst the noisy market, so make sure it says not only a good thing but a complete thing about your product. You can properly direct its tone by casting the right blend of colors, fonts and style. Make it the sweetest voice your customer will ever hear.
Your logo connects with people
Just like what we have already mentioned, your logo is the face of your product. Your logo creates a character for your company as a whole. Once recognized, that character will connect with your customers. It will be an important person in the life of your market. Your logo needs to find its way to the emotions of the buying public. Over time, just a mere sight of your logo will be enough to make someone smile, cry, or laugh. That’s the time you can finally say that your logo has been an integral part of your customers. By that time, your logo doesn’t only exist to explain your product, but it exists and grows with the market together.
Your logo need not be extravagant to the point it’s no longer practical. Even though your logo is not the only thing that a good brand needs, it will always be a substantial component of it. Your simple logo will set your product apart from all the others; it will also lend it a face to approach your customers. That face will be remembered, and eventually speak for your brand. It will touch emotions and lead people to action. Now that’s a good branding strategy. Devote some time to create your best corporate brand logo!
You can check out my article on how emotions can increase your corporate brand mentions.
Venchito Tampon is the Founder of DigitalPhilippines.net. You get to know more about the online world with hisbrand building blog like updates on the latest web tools, websites, social media, branded content resources and many more. Follow him on Twitter, Facebook and Google+.