The Importance of a Good Business Logo

The Importance of a Good Business Logo

The Importance of a Good Business Logo

Over the past twelve months, I have assisted in the launch of several new brands. The one thing that has struck me more than anything is, unless you have a strong brand identity, you will be fighting an uphill battle to get accepted by potential customers. Last week, someone showed me their new website and logo. The website looked acceptable, but the logo looked like it had been designed with a HB pencil and then scanned in. It looked really unprofessional and in my view, would put potential customers off.

Not having a professional logo can make it appear as though your business does not matter to you. Customers may get the impression that you do not care about the way your business presents itself. This could lead potential customers to think that you do not care about the quality of your work. A good, professional logo reverses this potential perception.

In my view, obtaining a brand identity is generally divided into two camps. Those clients that know what they want and those that don't. Those clients that think they know what they want are easy to satisfy because nine times out of ten they understand their market and understand what the brand should convey. Problems usually arise when the business owner is blinkered into wanting something so personal and specific that it would be inappropriate for their business sector. That's when some serious talking is required.

For logo design, either way, I tend to use a company called Wally Productions. Give them a tight, clear brief and they always come back with the most magnificent and appropriate of designs. Check out this design for a recently launched company called 'Find Local Produce'. The brand has such personality that it has taken off really well in the local produce sector.

A good logo is an essential part of your business. It captures the essence of your business, your objectives, goals, and even dreams. But please make sure that your identity is consistent across all your marketing including website, business cards, advertising, exhibition stand etc. If you use your new brand in a disjointed way you have the potential to damage your image making your company look confused and potentially unreliable.

Ian Lockyer

www.easimarketing.com

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