Your Logo: Your Most Important Strategic Marketing Effort

A logo is an extremely important aspect of your business branding. I’ll give you a second to get back on your chair after that earth shattering statement. Sarcasm aside, we all know that logos are a vital way of communicating what your business is ‘all about’. In a competitive world a logo helps your business to stand out from the pack and differentiates you from your competitors. It also provides a face for your company that helps consumers to remember you. Logo’s can evoke strong emotions within, they can can divide people and they can inspire people. togo . Just take a look at this logo.

What reaction did you have to seeing this logo? Just seeing this image will have caused a chain reaction of thoughts in your head, one that is automatic as the process of breathing. You can’t help that reaction of thoughts from occurring which result in physical emotions being felt. Once an association is made with something and reinforced over time with other activities it is very hard to shake. Some people who view this logo may instantly feel hungry and crave Marmite, others may feel completely repulsed. What is important though, is a simple image made you feel something. This is the beauty of a logo.

As a business owner how your logo looks and the branding activities that accompany it may not be at the forefront of your mind, as you have to juggle so many other tasks on a daily basis. I urge you to rethink this approach, and value the importance of your logo in the success of business just as much as any other aspect. After all lets be honest with ourselves here, we humans can be pretty shallow creatures. A company could have the best product in the world that meets all of your requirements, but if the packaging/marketing/product is poorly designed would you give it a chance? Have you ever been on a website and bounced off it straight away because it looked like a throw back from the mid 90′s, even though it may have had the information you required? How about this one, have you ever met some of the opposite sex who you had lots in common and really liked, but you didn’t physically like the look of?

Hopefully you get where I’m going with this. We as a species are incredibly visually orientated and as a business owner you may have a good operation running but if you are lacking in the visual department you could be hindering yourself. It is important to take a good look at your business logo right now as that is a key visual representation of what you stand for. Ask yourself some important questions. Is it communicating the right message? Is it unique? What associations do your customers have with it? Is it outdated? Does it cause an emotional response? To avoid bias it is important to ask other people what they think about your logo. Maybe it’s time to tweak your logo or have a complete overhaul based on the feedback you have received. You may be thinking you don’t have the skills to do this yourself, or you don’t have the funds to pay someone to do this for you. There is however another option…

Have a look at these logos

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Quiz time, which one is the odd one out and why? You may think Rooster Punk or Apro are the odd ones out, simply because you may have never heard of them before. You’d be wrong to think that. The odd one out is actually BP. The reason is because it is the only logo above NOT designed by students. international domain . All the other logos were designed by university / college students. Here’s another one for you, the BP Logo cost BP £4.6 million!  Which is 1,200 time the amount of the other four logos combined. Quite amazing considering it’s not like the BP logo is on a different planet to the other four in terms of design quality. A logo doesn’t have to cost the earth (we’re looking at you BP, badum tish) but it’s definitely worth investing your time, effort and energy to get your logo right.

Shaun

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