How Important is a Logo to a Business?
How Important is a logo?
How imporant is it for businesses to have a professionally designed brand identity? We often ask local business owners this question and we are usually quite suprised by the reply. Is it better to start selling products and services then start the ‘brand building’ once the money starts coming in? Or should a business create a ‘brand strategy’ and get the visual identity nailed down before the shop doors are flung open?
Well, we are obviously going to say that getting your visual identity right is one of the most important aspects of any business. It’s what we pride ourselves on doing and we believe the brand identities we create seperate their businesses from the competition. However, it’s a shame that too many businesses open their doors for business without properly planning their visual identity (I.e their logo design). This often causes the following – trading with an inferior appearance which doesn’t relate to the brand; or having to spend a substantial amount of money and time on re-branding further down the line when it could’ve been avoided from the start.
The issue we see is that it’s too easy for a business for a business owner to pick up a logo through stock websites for a small cost. Ok, so our current economic climate does make it harder for businesses to justify spending large amounts of money (especially for start ups) if no sales are yet to be made, but building the foundations of what will hopefully become an established brand is paramount. More often than not, stock logos have nothing in relation to the brand, have probably been used for many other businesses, and can even produce a negative attitude to the business from potential customers. If the logo portrays a ‘can’t be bothered’ attitude then what does that say about your product or service. Businesses expect customers to invest and ‘buy into’ your expertise but they then cut corners on the fundamentals of their own business!
Patrick’s logo….and every other Tom, Dick & Harry! Using stock logos can alienate customers and cause confusion when seen on many other businesses!
The logo design is often the first thing that comes to mind when thinking of a brand. Think Nike, McDonalds and Starbucks. These brands all tell their brand stories with the assistance of a strong brand identity.
So, before you embark on that big brand idea, or open the shop doors in eagerness, think about your visual identity and what it says about your business – it could do more harm than good!