Starting a new business is no easy feat. Not only is success super hard to achieve in today’s competitive world. But entrepreneurs also have to consider all sorts of future risks and obstacles that may come their way to make sure their business is viable today, tomorrow and well into the future.
So to future proof your new business you need to start out by creating a solid branding strategy that covers everything from your business plan and funding requirements through to all the tactics you’ll use for marketing, advertising and growing your business.
The bad news is that all of that is a lot of work.
The good news however is that you can start building a foundation for long term growth by designing a unique and relevant logo for your business that will help it stand out from all of its competitors.
Logos may not seem that important. But they really can impact your business’s revenue, reputation and long term outlook.
In this guide we’re taking you through the ins and outs of branding and logo design so you can build your business upon a solid foundation geared towards future growth.
Why Is Logo Design Important?
Spending good money on a logo might not seem like a smart investment. Especially for smaller new businesses that are already budget constrained. But a good logo really can be the difference between customers remembering your business or forgetting about it like last week’s trash.
And that’s exactly why 14% of small businesses say they’re willing to spend at least $1000 on a logo.
But that probably leaves you wondering why logos are so important… How do they impact your business revenue and growth potential? And why should you be willing to pay hundreds or thousands of dollars for a logo when businesses like Twitter bought their first logo design for just $15 from iStock.
Ultimately logo design matters because it has a direct impact on how people see and perceive your business.
Let us take a look at a few more reasons why logo design can make a difference to your new brand.
First Impressions Matter
When you land on almost any website for the first time your attention is usually drawn to the top-left section of the page which is reserved for the company name and logo.
Now it might not seem that important but science shows that people form their decisions about a business within milliseconds of landing on its website.
So if you want people to form a positive impression of your business when they first land on your website, your logo better be on point.Re Cost Seg’s website does a great job of this and shows why positioning a well designed logo in the top left of your site is so important.
Source: recostseg.com
Lasting Impression
Yes, that first impression is key.
But great logos also leave a lasting impression on your audience which helps build brand recognition, memorability of your business and puts your company front and center when people try to recall the businesses they’ve dealt with in the past. And a first impression isn’t enough to do all this.
But when people are exposed to your brand logo multiple times it really will start to form a lasting impression in their minds.
Think about it… Why else would every brand, from massive businesses like Apple to the newest startups design logos and plaster them everywhere on their website, social pages, product labels and business cards?
It’s because logos leave a lasting impression that drives brand loyalty and makes your business feel more familiar every time someone sees your design.
Source: apple.com
Product And Brand Perceptions
A logo can have a big influence on your audience. So the colours, typefaces and design style of your logo go a long way in influencing brand perception.
Take The Ordinary as an example. They chose a simple and minimalist logo color, a basic font and a plain label design. This may seem a bit boring. But these design choices are directly aligned with the brand’s minimalist approach to skincare.
Source: theordinary.com
Trust
One study showed that 88% of people consider trust before buying from a business.
So it is crucial to understand how your logo impacts brand trust. Great logos make business seem more credible, trustworthy and reliable. Whereas bad logos make your brand look… well… bad!
Take Bay Alarm Medical as an example. Their logo includes two symbols that are widely recognized in the health and safety industries. And because of that the logo immediately seems credible and trustworthy.
Source: bayalarmmedical.com
Wonder Wraps’ logo also makes you feel like the brand is trustworthy and credible because of its design. The color palette and symbols are in line with the business’s branding and align with feelings of comfort and protection… Which are perfect feelings for a brand that sells child friendly products.
Source: wonderwraps.com
Connecting With Your Audience
Economics likes to think of consumers as being rational beings. But the fact is people don’t usually make decisions based on rationality and instead they often make purchasing decisions based on their emotions.
And that’s yet another great reason why a logo is important to your business. Icons, slogans or keywords can build deeper emotional connections with your audience which can increase the chances of them wanting to buy something from you. As an example of this, Classical Guitar Shed included the slogan “play beautifully” in their design which is perfectly in line with the audience’s goals and aspirations.
Source: classicalguitarshed.com
Designing A Logo For Long Term Business Growth
By now you should have a better idea of how logo design can impact your business. But that might leave you wondering how you can design a great logo that drives long term growth.
Unfortunately designing the perfect logo isn’t as easy or simple as it sounds. Even if you hire one of the best graphic designers out there there’s really no guarantee they’ll create the right logo for your business.
Great logos really require a careful strategic approach which mandates that you take a deep dive into your business, your competition and your target audience.
So let’s take a look at the steps involved in designing the perfect logo for your brand.
Consider Your Ideal Customer Personas
You already know your customers are the backbone of your business. And that’s exactly why it’s important to start by looking at your target audience before designing your logo.
In fact 73% of consumers want businesses to know and understand them. So aside from branding and logo design, audience research really can help you build a better brand that’s in tune with the wants and needs of its audience.
When it comes to your logo specifically, knowing your audience’s goals and aspirations, pain points and frustrations and preferences can mean all the difference in the world between designing a logo they love and one they hate.
Essentially understanding your audience ensures you’ll be making better and more informed design choices for your logo.
What Makes Your Brand Different?
There’s almost no industries or sectors that aren’t highly competitive. So it’s important to build businesses and branding that helps your brand stand out from the competition.
Once you’ve taken a good hard look at your audience it’s time to turn your attention inward and determine what makes your business different from everyone else.
When designing logos you need your design to be eye catching, visually stimulating and different from your competition. So don’t be afraid to make design choices that are unique while staying in line with your business.
Kaia is a brand that has a great logo that’s different from its competitors’. The design is simple but takes a completely different route than what’s considered normal in the industry. Plus it is a perfect symbol to represent the brand’s use of natural ingredients. So it’s in line with both the business and its target audience.
Source: kaianaturals.com
Versatility And Usability
You are not designing a logo just for your website. And when it comes to reputable branding consistency is key. So your logo needs to work as a small icon on an internet browser just as much as it needs to look good in much bigger formats. Rosie has a great logo. The design isn’t complex. And the colour palette is in line with the website. So whether their logo is used as a tiny icon or blown up on a larger sign it’s going to look good and in line with the company.
Source: heyrosie.com
Refining, Changing And Updating Your Logo
Finally it’s important to recognize that not every logo will last forever. There are plenty of stories out there of businesses that have started with one logo only to change it, update it or refine it later on down the road to better reflect the business.
You should never take logo or website redesigns lightly.
You’ve probably already spent a lot of time and money on your current design and your designs have probably already helped build a meaningful connection with your customers. And sometimes brands can be met with outrage from their audience when they change their branding which is exactly what happened when Jaguar changed its branding.
But still it is important to consider brand redesigns when your business goes through any type of major changes.
You need to ensure your design stays close to the business and its audience.
Logos That Make A Difference
Logos might seem simple. Small images that carry a brand’s name and a slogan. But they can be incredibly powerful. And they genuinely can make a big impact on how people see your business.
So don’t be afraid to invest in good logo design and branding. After all, it can make all the difference between a repeat customer and another one off sale.
And always remember good branding isn’t cheap. And cheap branding… well… it isn’t good!
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