When you set out to build something as complicated as a fully operational company, you’re actually creating much more than that. In order to be truly successful, you have to create a brandA brand is a complicated and ever evolving entity that is made up of many components that have to come together seamlessly in order to work as intended. Often times, consumers buy products based on what the brand represents alone. People are ruled by emotions, both positive and negative, and it is your job as the business owner to evoke positive feelings that encourage them to do business with your company.
So how do you create a brand image that sticks in the mind of the consumer? How do you create something both memorable and effective? While these questions don’t have one monumental answer that can effectively take care of all of the branding and marketing work necessary, there are things you can do that will drastically improve results.
Taking the time to design a logo, and putting the effort into it necessary to create something truly special, is a huge step towards properly branding your company. People are extremely visual creatures; it’s far easier to remember an appealing image than it is to recall exactly what it is that a bunch of text said. It is for this very reason that your company’s logo is of the utmost importance. Your logo is the “face” of your company; it’s the first thing people will remember in regards to the business itself. The ability to set yourself apart and be remembered by customers, all while being representative of the company itself and what it stands for, is a huge part of a solid branding strategy. To recap, there are three primary reasons why a unique and memorable logo is important to branding your company:
It’s a way to represent your company visually. This is a powerful tool in your branding strategy that cannot easily be matched by any other means. A logo that is both artistic and representative of the company, if done properly, ensures that people will be able to associate it to your company whenever they see it.
It is easier to remember. As we said before, humans are extremely visual by nature. Your logo is the “face” of your company, and people will remember it much like the way you instantly remember someone’s face as soon as their name is mentioned.
Separate yourself from the competition. In competitive environments where similar products or services are being offered by numerous companies, a logo can be the deciding factor between being the company that is remembered, or the one that is forgotten. A high quality logo can differentiate you from the competition in a way that is not so easily done by other means.
McDonalds: Ah, the golden arches. A symbol that is instantly recognizable to an astounding amount of the population. It is extremely rare to create a brand image that is so widely known. Granted this is not just because of the logo, but the idea still stands. A logo doesn’t need to be complicated, it just needs to stand out and be recognizable as soon as you see it.
Nike: The Nike “swoosh” has become a symbol of athleticism and all things sports over the years. IT manages to be powerful and simple all at the same time, which is the key to a great logo. The idea behind the logo was to create something that suggested movement and would withstand the test of time, it appears as if that worked out pretty well for Nike.
FedEx: The brilliance of the FedEx logo is that at first glance it may not appear to be anything extraordinary. However, once you realize that there is a hidden arrow in the “Ex” portion of the word, the beauty of the design becomes apparent. FedEx has managed to create a logo that is timeless representative of their company, all while maintaining its simplicity.
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