
Every brand has a logo so why anyone would tell you that yours doesn’t need one? The logo is the face of a brand, so it is only logical that your brand should have a face too. Although that is true, the harsh reality is that if you think, you just need a pretty logo, for your brand to thrive, you may as well go design one yourself and call it a day. However, if you would like to find out why you should invest in more than a logo, to get your business the visibility it deserves, keep reading.
So what is a logo and why it matters if you have a good one?
· Logo is a graphic representation of your brand (a word, an icon or maybe both),
· Logo allows your customers to identify your business among many others.
But there is much more behind it.. Logo is a part of your brand’s identity, often the first touchpoint between the potential customer and who you are. None knows you as well as you, so should you create your logo yourself? Don’fall in that trap.
A good logo is more than a visually pleasant picture. It requires both creative and analytic skills to design a logo that can actually elevate your business, and even if you hire a professional, if you just commission a logo mark alone, it probably won’t do much for your brand. A great logo is not only a clear, memorable representation of your brand’s values - it is a part of a much greater system - brand strategy, that includes visual identity as well as mission, vision, brand values, its target audience and personality it wants to reflect. And without building this system first it honestly doesn’t matter whether you designed your logo in Paint or if it was created by an established designer. The logo alone will never be worth much to your business because what really creates a great brand is an experience and what creates a great experience is the strategy behind each creative decision.
To create this experience for your customers, you should treat your brand’s visual identity as a valuable asset that enhances your business. It must not only be appropriate for your organization but also reflect its unique mission, culture, values and personality. Done right, visual strategy derivative from brand’s strategy will help you build great brand awareness, increase your brand’s recognition amongst potential customers and make your brand stand out from the others in your niche.
Yes, it is all totally possible to get more clients through the right visual identity. But it will be hard to achieve with design alone. That’s why you should work with a brand strategist (many of them, including myself are also designers) to ensure that you are not only getting pretty visuals but also valuable tools that will help your business grow long term.
In summary you don’t need a logo because there is much more that goes behind well thought-through visual identity. To achieve that you should treat design and logo design part as an investment in your brand’s development. Hiring a brand strategist who will design not only brand’s logo but will strategically approach the design of visual identity to ensure that your investment in your branding pays off is what I recommend the most if you truly take your business seriously.
If you would like to take strategic approach to your visual identity you can contact me here for a free discovery call here
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