Logos…usually one of the first things a new company works on to create the brand imaging they desire. Here a few things to keep in mind, whether designing your own logo or outsourcing it to a designer (which I highly recommend).
- Do Your Homework: You must begin with research. Your logo is your visual brand, usually the first impression the consumer sees. As you build your brand, your logo and your brand start to become the same. Don’t just pick some cool icon that means nothing at all. Ask yourself who your target audience is and what makes them tick. Can your logo stand alone or does it need explaining? Does it motivate your target to action? You may consider creating a small (not your friends/family) focus group to present a handful of ideas to. Heck, why not invite some folks from your target audience to brainstorm with you.
- A Name Unlike Any Other Name: In the world of branding, a strong and unique name is very important. Do you want a name (or a logo) that looks and sounds like everyone else? Why should people pick you over everyone else. Why do you stand out? The other benefit of a strong name is they are easier to remember. Think of Lexus and you really don’t confuse it with anything else. Same goes for Mountain Dew. Whereas names like Watson & Co or London Mart may be forgotten by people easily. Make sure your name doesn’t leave people confused, tell them our story.
- Build Trust: What comes to mind when you see Huggies or FedEx or Amazon.com? When a Mercedes or Lexus passes you on the road, are you thinking that they make a great luxury car? If you are like most of us, you do. So while you may not have purchased a Mercedes or Lexus, they have logos that are instantly recognizable and are trusted. It’s not the logo that you trust, as much as the reputation of the brand. Remember that your brand is more than your logo, it’s your product, customer service, parking and even availability.
- Be Distinctive & Unique: A logo should be unique and unlike other companies in their niche. Looking like another company might initially seem like a good idea, but you are likely to be seen as a copycat and one that can’t think of an original thought. So make your logo stand out by being unique and unlike others in your niche.
- Details: (Typography, Color, Shape, Scale): A powerful logo should portray the company’s image and must be created in such a way that a normal person may understand the concept which the logo designer is trying to give in his logo. Like many things, a great logo pays attentions to the details. It should represent the niche of the company or the product for which the logo is designed. In other words, you should have an idea of what your company does by looking at your logo. The colors & shape should be characteristic of the company or product’s nature. There is a rich that deep rich colors go with high end merchandise. So give that thought and if the company has a slogan then it should also be representing it. Also remember that it should be legible even at small sizes and should still tell the same story when when replicated in black and white with no shading.
Brands personify organizations and their products and services. That is, brands allow non-human entities to take on human qualities such as trustworthiness, authenticity, vitality and reliability.
In this way, brands enable entities to create emotional connections with customers and potential customers, resulting in more frequent usage and greater loyalty.
Brands are also the sources of promises to customers.
Brands are also the sources of promises to customers. They promise relevant differentiated benefits. Most people associate only one or two attributes with any organization, product or service. Well thought-out branding increases the likelihood that the attributes chosen are relevant, believable, compelling, and are customer benefits that motivate purchase or usage.
Proper brand positioning can ensure that people perceive the brand in ways that achieve organizational objectives. Diligent brand management efforts can move people from considering the brand (when they have specific needs), to preferring the brand, to purchasing the brand, to being completely loyal to the brand, to enthusiastically recommending the brand to others.