When I start developing a marketing program for a new client, the first thing we tackle is branding. This often means creating or updating their firm’s logo. Here’s what I tell new clients about branding…
Your company logo is the cornerstone of your branding. It is a visual reminder of everything your firm stands for. Some elements of a good logo, according to Duct Tape Marketing:
- It has lasting value – trendy logos don’t hold up over time. Make sure your logo will stay iconic and reliable even if the design of your website changes.
- It is distinct – some amount of uniqueness, as long as it doesn’t confuse, is valuable. A distinct logo will stand out among a crowd of dull ones and generate more sales.
- It appeals to your target audience – if your target market is partial to blue, then it doesn’t matter that you’re not. Your design should consider what your audience values first.
- It supports your core message – if you’re trying to communicate your low, low prices, then your logo should support that image. Your customers should be able to understand the heart of your company philosophy just by looking at your logo.
- It is legible – This seems pretty obvious, but many people use typefaces and images that can’t be printed or carried to a large sign. Your logo should clearly identify your company, and it can’t do that if people don’t understand it.
Test Your Logo
I advise clients to get several outside opinions, preferably from clients or prospects, before selecting a final logo design and using it on their email templates, letterhead and website, etc. This helps ensure that the logo is effectively communicating their brand message to the target audience.
Don’t skip this crucial step! When we tested a lighthouse-themed logo for an HR client, for example, we discovered it did not resonate with the senior executives who were his clients. This valuable insight caused us to take the logo concept in a different direction, resulting in design that better reflected the value these executives received from my client’s work.
A logo should be more than eye-catching, it should represent your company’s brand and appeal to your target audience. If your current logo hasn’t kept up with how your firm’s brand has evolved, then it’s probably time to update it.