With technology reaching customers faster than ever before its critical to tell your customers key messages instantly about your business. Your logo is a key message to customers that represents your business.
Your logo is powerful in telling your customer what you sell, what industry sector you’re in, how you stand out from competitors, and how professional you are. The subtle logo message represents your brand, and can emote emotional response and attachment by customers. How people react emotionally to your logo is important to retain loyal customers.
Your logo should properly represent your business values, and how you relate to your customers. The right logo captures key messages you want to tell your customers. It is key to valuable opportunities to attract prospects and secure sales.
How do you tell if its time to refresh the business branding?
We’ve identified the five essentials your logo needs to tell your customers what you want them to know about your business.
1.Your Logo Needs To Tell Your Customers What You Do.
People are searching to get their very specific needs met. Your logo tells them in an instant that they’ve come to the right place.
Against all the competition displayed from an online search result, or by flicking through a magazine spread of adverts on a page, your logo needs to stand out. Customers will respond to your listing when the logo catches their eye and causes them to instantly want to find out more. A logo that causes customers to enter your sales funnel is promotion money well spent.
2.Your Logo Needs To Communicate The Personality Of Your Business
Customers need to have feelings when they think of your business. Tell your customers a message that causes them to feel feelings that draw them closer to you.
To get the right emotional reaction decide at the outset – What is the emotion you want your customers to feel? Focus on one emotion. An emotion, that if customers felt that word, they are attracted to buy from you. The logo can emote this emotion either by its style or graphically.
For example, if your business offers light-hearted fun and pleasurable experience, a logo that flows, is uncomplicated, (sans-serif) font and breezy colors might work. In contrast if reliably trusting is what customers need to feel, like a doctor, accountant, undertaker, then you might choose a formal typeface with darker color like navy blue or maroon.
3.Your Logo Represents Your Name and Tag Line
Your business name needs to be displayed clearly in your logo. This may sound obvious but the business name can be lost by complicated diverting art forms in the logo that don’t add to the core brand message. If the brand name is not easy to read in the logo people won’t identify it, won’t remember it, and won’t help you get more customers by word of mouth.
You need to clearly tell customers who you are in the logo. Who you are is the most important message to convey with the logo.
Its important too to be consistent with your brand name in the logo, and the brand name in trading documents. Its completely legal to have a different name in the logo from the officially registered business name, compared with the business name in documents. If you do this, you need to be absolutely clear legally who is trading with the customer. So if you use an abbreviation in the logo for a more powerful brand message, then state on printed material eg ‘XYZ Ltd, trading as XYZ’ in small print on invoices, letters, and pamphlets footers.
4.Your Target Prospects Should Identify With Your Business Through The Logo
Identifying with your target prospects requires matching your business communications aesthetically to their emotional and lifestyle comfort zone. The style of logo should help your target prospects identify themselves with you. You want them to feel comfortable and not put them off.
How to find out how your target prospects might identify with you can be done through market surveys to find what colors and styles your target demographic like. By doing this you’re more likely to be successful in getting the attention of the right people who want to buy from you.
5. Your Logo Should Promise Quality Standard To Customers
Finally, and equally importantly, your logo should tell your customers what your promise is. Are you offering a basic cheap service, special value for money, or a premium grade standard? By telling your customer what quality standards they can expect from you, you help to manage the customer expectation and get the right match of customers for the service standard you offer.
This does not mean your logo has to be a basic cheap knock-off because you sell basic cheap services or products!
Rather, the point is, you accurately portray what people will get if they spend with you, and cause them to trust you to deliver what you represent to them.
To get started to create your own professionally designed logo to powerfully communicate your message and brand value, visit logo design UK specialist …