Most of us can recognize the Nike logo in an instant, but how many of you are aware that it cost just $35? Every time you think of a brand you love, what is the first image that comes to mind?
Studies show that the human brain processes images 60,000 times faster than it does words. Hence, for most people, the first thing that stands out about a brand is its logo. Still unconvinced regarding the importance of logos? Read on to understand the psychology behind logos, and why having the right one is so critical to your business.
The First Marketing Maneuver
Logos are credited with starting the rise of the marketing era. Think of any brand that you use on a daily basis, may it be Apple or even Coca-Cola. Can you imagine the tech giant without its signature half-eaten apple, or even think of the drink without the universally recognisable red coming to your mind? This is why logos are probably the most significant marketing tool your product can have in its promotion arsenal. So why are logos so important and why do we always associate brands with logos? Here’s a look at the key points that make logos critical to anyone businesses’ success.
Stand Out In the Crowd
There are more than 30 million small enterprises promoting their products in Facebook alone. There are so many new start-ups and companies that it isn’t easy for customers to identify your brand. That’s where a good logo becomes so handy, as it allows customers to resonate with and recognize your brand. First impressions, as we all know, are very important in business. Studies show that over 48% of the customers agree on the fact that the first purchase determines their loyalty towards the brand.
Not only does your logo help customers remember you, they are also a powerful marketing or promotional tool. You can get a lot of merchandise embossed with the logo, and the sale of these goods not only adds to your revenue but also gets you some free publicity. Since they are already something that people use to recognize your brand, seeing it on another object will refresh their memory, and subliminally help in building loyalty. You want your brand to be in constant interaction with your customers, and the best way to do so is to leverage your logo as a promotional tool.
Stay in the limelight
Staying relevant is all about leveraging the different marketing channels you have efficiently. To be easily recognizable, you need to keep being around customers, and wherever they visit. This includes social media, search engines, websites they regularly visit and even billboards in crowded areas. For instance, over 40 million pictures are posted on Instagram every single day. Out of these more than 10,000 contains the Starbucks logo, helping them stay relevant with ease. Remember, in this digital age where every company is vying for customer attention, recognition results in value.
Builds Your Identity
Most successful logos have a story behind them, or convey a business idea. Let’s take a look at the Nike Swoosh. The word Nike comes from the Greek Goddess of victory, and the tick-mark symbolizes the pace and agility you can achieve if you use their products. Hence, the entire logo and name together conveys a compelling story that helps customers relate to the brand. Similarly, the Cadbury logo was inspired from the founder’s signature. This, much like with Disney, helps add emotion to the logo, helping to humanize the company.
So, who are you?
Now that you know about the importance of having a logo, let’s take a look at a few logo fundamentals. Every business, irrespective of its size, needs a brand identity. This identity entails everything from a target audience to the jingle you use in your ads. A great logo helps you establish a strong brand identity, and gain recognition with respect to your target audience.
- Must be easily recognizable irrespective of size. Hence, logos must be scalable.
- Must be simple enough so that it doesn’t confuse or put customers off, but unique enough so that they remember it.
- Based on your brand, it’s possible to distribute promotional items or merchandise that display your logo.
- Since color is one of the first visual data your eyes pick up, brands need to really focus on the color of their logo.Studies show that by creating campaigns in the right color, businesses can improve readership by over 40%!
- Do a thorough research on your target audience before engaging in logo design. Certain graphics and images resonate with a younger crowd, and hence should be used if you are company focusing on products teenagers are likely to buy. On the other hand, older customers would prefer a less edgy, more formal font and color code, and hence demographic is a huge factor that you need to consider when designing a logo.
- Understand which font works where, and test various fonts before you choose one. For example, Serif styles convey strength and professionalism, while sans-serif has a lighter and more friendly tone to it.
Unless customers connect with your brand, they will forget it within a week, as soon as another more relatable brand comes along. Hence, having a great logo that exudes trust, professionalism and confidence is paramount to being successful. Use the tips mentioned above to build your own logo and establish your own identity. Keep a lookout here for more blog posts that help you build your brand identity, but in the meantime, let us know which companies you think have the best logos, by commenting below!