At some point every company needs to think about developing a logo, whether it be a simple type treatment or an iconic graphic. Before starting work on your logo, you should ask yourself, “What problems will a logo solve? How will a logo help my business?”
The truth is, a logo alone won’t help your business. What will help your business is establishing a strong brand identity, which a professional logo will be a major part of.
What is a brand?
“A brand is a person’s gut feeling about a product, service, or company.” ~Marty Neumeier Author of the Brand Gap. A gut feeling isn’t something a company can control — but it can direct it. Think of Target and Walmart. They sell basically the same thing but have very different “personalities.” When comparing the products, product displays, marketing, employees, and even customers there is a stark difference.
The public perception of Walmart is that it is the cheaper store while Target is thought to offer better quality product and experience. The truth is, products from both stores are comparable in quality and studies have found that Target is actually cheaper than Walmart.
As you can see, our gut reactions to the Walmart and Target brands directs how we see the two companies, even though the truth behind the two brands is very different.
Where does your brand stand?
A good way to judge where your brand stands is to ask your customers to list three adjectives they think describe your company, product, or service. If they have a hard time coming up with anything, your brand could use some work. Remember, your brand isn’t what you say it is — it is what your customers tell you it is.
Everything from your website design to how the receptionist answers the phone reflects on your brand. Making sure your brand is sending the right message will help you reach your ideal consumers and make sure they are spreading the message you want to send.