When starting a brand, creating a logo will quickly take a backseat in light of the pressing challenges ahead. But interestingly, logos define a brand and command more value than the brand itself! People may think that they do not need a logo right now or push it off to deal with it at a later phase. That inner voice couldn’t be more wrong—the success of a brand depends on its logo, in part. The second pillar of success is, of course, the products, word-of-mouth, and referrals.
Why Are Logos Important?
They attract people, create a much-needed strong impression, and establish the brand identity. It sets you apart from the competition and builds brand loyalty. These seven points below will explain why logos are in fact so important:
1. It Captivates Attention
In this day and age, attention spans are a lot shorter. The consumers have a lot to do, let alone remember. Companies have only 2 seconds to convert customers, while long-term retention is a separate challenge for them. This is where the logo comes in—it puts the consumers front and center and communicates the brand’s core values. It captures that short window of opportunity for the brands to bring in new consumers. That is why a strong logo can represent the brand globally. For example, McDonald’s golden arches are more recognized than the Christian cross.
2. It Establishes Brand Identity—and more
Successful branding is all about telling a story to evoke consumers’ emotion—it’s been the calling point for brands for decades.
While it’s true that a corporate logo is a part of the brand, it also plays a crucial role in communicating the brand image and narrative. Companies capitalize on it and thrive on it for years.
A lot goes into a logo—font, tones, and colors. The logo establishes the brand feel and sets the stage for any compelling story. The elements of the logo—later on—will be a part of the branding material—landing pages, business cards, letterheads, and more. Consequently, the brand takes a life of its own.
3. A High Recall Value
Logos establishes identity, and customers use it to associate with your brand. Many leading brands miss out on how their logo triggers emotions among their consumers—they should put two and two together. A logo should speak to them and create feelings they can’t let go.
Simply put, a logo should be an aesthetically-pleasing visual and stir positive thoughts of the brand.
In all honesty, consumers face information overload—can’t blame them. They are likely to forget the name of a business in a sea of competitors (it’s human nature and nothing against the brand). Yet, a logo with high recall will undoubtedly keep the brand in people’s minds.
4. Creates Brand Loyalty
Consumers crave consistency. When a brand grows, the logo becomes a symbol of association for customers far and wide. It creates and builds trust and accessibility.
From time to time, leading brands redesign their logo for various reasons. This could
reflect a corporate change or a shift in the brand image. For marketers it might be a good
strategy but not as much for consumers. Consumers have to retrain their minds to recall a
new logo, and others feel a bit betrayed. Brand loyalty is vital for every emerging and
established business. A familiar and recognizable logo can play a huge role in brand
Once the brand establishes itself in the consumers’ minds, they will seek the brand
themselves and the logo will lead the way.
McDonald’s and Nike haven’t changed their logo in decades—just some food for
5. Invites New Customers
Interesting colors and designs intrigue people. A logo is a sales pitch of sorts to attract customers and entice them to purchase something. The logo should appeal to their interests and intrigue people enough to at least make them want to see more.
6. The Audience Expects it
The logo is the first thing customers will look for when they see marketing
communications from your brand. It has to be the center of all the marketing
material—flyers, business cards, and more.
7. Stand out From the Crowd
With a market cluttered with competitors—you need an edge over them, something to make you stand out. You can distinguish yourself with a great logo and do the consumers a favor as well. Yes, there are over 40 coffee shops in your metropolitan city. But you are the only one with the eco-friendly logo and sustainable practices—you are great for the environment. The earthly logo will be a calling card for the consumers.
A detailed corporate logo establishes everything about your brand—brand image, brand feel, customer-friendly outlook, company’s background, mission and vision, and then some. In other words, the logo talks to the customers about your values and shows them how you are different from everyone—you are the best of the lot.
Takeaway for Readers
And, there you go! While building a brand, a logo is a vital part of the skyscraper that your brand will become one day. For this, a new business requires a suite of branding and logo toolkit to get started. The finished product will project the best image of the brand for the audience. Come on, put your best foot forward.
Are you ready to create your own logo and build brand recognition? Get in touch for more information.