In a single day, you likely encounter dozens of brand logos. From Amazon’s “A to Z” to Apple’s timeless Macintosh Apple logo, logos serve as the visual representation of a brand.
Logos aren’t only for the world’s most well-known brands, though. In fact, for many small businesses, a well thought out logo can signal to potential customers what your company values and what they can expect if they choose to work with you. If you’re still unconvinced, here are a few reasons why your company needs a good logo.
Companies use logos to transmit signals to their customers. They not only communicate what your company sells, but also what customers can expect.
For example, if your company strives to simplify the lives of its customers, you should go with a logo that omits unnecessary details while still providing customers with the information they need to know before deciding whether they want to spend any additional time looking into your offerings.
In other cases, you may want to evoke certain emotions in your customer when they look at your logo. Coca-Cola’s classic logo, for instance, can draw on a customer’s childhood memories of drinking a cold glass of Coke.
Whether you want your logo to tell your company story or let your customers know what they can expect from your products, be sure to test it with an unbiased sample group to ensure your message is coming across as you planned.
Every business owner believes the products or services their company sells are superior to their competitors. Even if your offerings truly are the best on the market, customers aren’t always that discerning.
Through the mid-20th century, marketing was based on touting the benefits of a product or service. There were typically only one or two leading brands available on the market, so consumers did not need to dedicate much time to researching brands. But these days, there are simply too many brands out there, and customers often can’t keep them sorted in their brain.
A great logo can help your company stand out from the competition. A roadside billboard or storefront custom neon sign with your logo on it can entice a customer to give your brand a chance. At the very least, it can compel customers to conduct further research into your company. From there, you can engage them through your middle of the funnel marketing initiatives.
Repeat customers are critical to the success of any small business. It’s less expensive to retain a customer than it is to acquire a new one. And, repeat customers are more likely to make larger orders with higher-priced items.
Customers typically base their decision on whether to remain with your company after an initial purchase or go with one of your competitors based on their overall experience. This includes whether the buying process was simple and if they were satisfied with their purchase. As time passes, however, memories of their experience with your company can begin to fade.
A well-designed logo can remind previous customers of why they chose your company in the first place and draw on the positive associations they have with your brand. This subtle reminder can go a long way in drawing lapsed customers back into your business.
We mentioned earlier how important it is for a small business to keep customers coming back for more. Before making that type of commitment, however, customers want to know your company isn’t a flash in the pan.
Modern consumers are savvy. They spend a considerable amount of time researching vendors before making a purchasing decision. As they conduct research, they look for cues about a company’s level of credibility and long-term viability. Even small mistakes like typos on a company website or broken links can cause a prospective customer to second guess your company. Logos are no different.
Companies with poorly-designed logos or no logo at all may cause potential customers to question their viability—especially if their competitors have devoted necessary attention to these types of details. A quality logo projects the competence and professionalism your customers want to see.
As a small business owner, you know the importance of dotting your “i’s” and crossing your “t’s.” The process of designing your logo and incorporating it into your business should receive the same level of attention. Be sure to interview several graphic designers before arriving at a decision. As you meet with them, ask questions to ensure each of your visions for the brand align. When you do your due diligence, you can feel confident your investment in a logo will pay off both now and into the future.