While branding itself incorporates a wide range of elements from brand persona to visual display - the brand logo is the most visual part of the brand and the element that people will first come to associate your company with. When it comes to first impressions, your brand logo is often the first thing people will see and it its the thing they will base their first opinion of you on. It is therefore vital to get your logo right. Your logo must be creative, original and informative.
Importance of your logo
Jason Gillikin pointed out this importance in his blog ‘ Importance of logos in business’ , “Logos are a critical aspect of business marketing. As the company's major graphical representation, a logo anchors a company's brand and becomes the single most visible manifestation of the company within the target market. For this reason, a well-designed logo is an essential part of any company's overall marketing strategy”.
Before deciding on a brand logo and what colours and fonts you want to represent your company - you must first decide what you want your brand to stand for, what its unique identity will be. Before reaching this conclusion, you must first ask yourself these questions;
● Why does your company exist?
● What are your goals as a company?
● What do you want your brand to say about you?
While it is important that your logo and brand guidelines are attractive and eye catching, there is a lot more to brand design than a name displaying your logo in a creative font and colour. Your logo is how you get your brand out there, how you get it noticed, and therefore it must get across the message that your company wants to portray, it should provide some information about your company or allow for some sense of meaning to be derived from it. It is important that your logo is legible and clear and easy to spot at a distance. It is important that the font and colours used are appropriate to the type of product/ service your company is providing. There are those who believe that there is a science behind which colours you use in your brand and the impact that may have on consumers, whatever your belief, the colours chosen should communicate your company’s proposition clearly and consistently.
Call in the experts
It is advisable to enlist the help of an experienced designer when it comes to creating your brand and logo as they will have extensive knowledge of what fonts/ logos would work best for your company brand. A well designed, thought through brand mark will communicate the company purpose and values, while a poorly designed logo can make the company look amateurish.
Your company branding and logo help to create audience perceptions about your company and it is these perceptions that are crucial in leading to trust and loyalty of your brand. Branding plays a massive part in creating your company persona. It is up to you to decide what that persona should be, ensure it is reflected in your branding and logo and make certain that it is upheld and maintained at all times. Ensuring excellent customer service and following through on all your promises made, will increase people's trust in the company and their loyalty in the logo and brand. This is what will separate you from your competitors and make your brand shine in the target make place.
It is vitally important to invest time, money and energy into creating the perfect logo and brand for your company as it is invaluable in the long run!