Title: Is Your Logo Helping or Hurting Your Business
Author: Nathan Cain
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Is Your Logo Helping or Hurting Your Business
by Nathan Cain
The quality of your logo can mean the difference between success
or failure. It can be that simple!
Trademarks and Logos make up the most international language in
the world. An excellent logo can cross many barriers and provide
your organization with a means of delivering to your customers an
unequivocal and uniform message.
Every successful company has its own "personality," and just
as human personalities are complex, so too is your company's
personality. A successful logo is a means of condensing a complex
reality into a single, simple statement, one that can be
controlled, modified, developed and matured over time.
Your logo needs to be much more than just a distinguishing mark
for your company. It must be an indication of quality, value, and
Does your logo do these things successfully?:
- IDENTIFY your company, product, or service.
- DIFFERENTIATE it from the mass of other similar companies.
- COMMUNICATE information as to your products value and quality.
- ADD VALUE by causing you to provide a quality service in order
to maintain your company's reputation.
- REPRESENT potentially valuable assets. When people see your
logo, can they tell by the design that your product or service is
of high quality.
If your logo doesn't do these things, then you might need to
update it, possibly seeking professional advice.
Is your logo design really that important?
It is extremely important! Your logo is a part of the foundation
on which you build your brand. Especially since the recent
explosion of Internet businesses, but even before that, consumers
have an overwhelming variety of choices. Chances are that
whatever you are selling, there is something similar to it
available. Chances are there is someone in direct competition
with you right now. Yes, there are very few products that are
shielded from direct competition because of a patent or for some
It is because of this that much of your efforts in marketing and
branding should be concentrated on building a distinctive and
differentiated "brand personality" for your company.
Take the success of Coca-Cola and Pepsi-Cola. There is some
difference between these two products, but this difference is
very subtle. Plus, there are hundreds of other brands of cola on
the market. Even so, these two brands, Coke and Pepsi, are able
to dominate the world wide cola market. What is the main factor
for their success? It is the strength and appeal of their brands.
And what is the foundation for their brands?
It is their powerful Logos!
Your logo is the means by which you can distinguish your products
and services and therefore serve both your needs and the needs of
Ok, so what are the TOP 5 components that make up an excellent
1. Long lasting style.
It is often tempting to adopt a design that looks really cool at
the time but that can become outdated very quickly. This leads to
the logo being constantly changed. Your logo designer should
resist the urge to change your logo unless it is really necessary.
It is only after consumers frequently see your logo that people
may start to notice it. (Sometimes this is after you are already
bored with it)
It is interesting to note that many new companies adopt logo
styles that are very similar to everyone else's. Don't go
overboard though, your designer should be sensitive to cultural
norms. A really wacko design wouldn't do well in funeral home.
However, you should still seek distinctiveness.
3. Appealing to consumers.
Your logo must be appealing to those who aren't affiliated with
your company. This means you must test your logo. Show it to your
customers and see what they think. Ask them what emotions it
evokes in them.
4. Conveys the right image.
What image are you trying to get across to your customers?
Corporate? Upscale? Franchise looking?
No matter what you do, if people don't understand your logo, then
it will be ineffective. Who are you trying to target? Where are
you going to be displaying your logo other than your web site?
Will it be on your letterhead, business cards, auto signs? Does
your logo put out the same message no matter where it is
In conclusion, your logo is central to your company's
"personality". Even if your company has a great personality,
if your logo doesn't convey that, then people may get the wrong
idea and never do business with you. Within your logo and
company name is held all of your investments, because it is this
clear, identifiable aspect of your brand that the consumer uses
in selecting your company or purchasing your products.
Copyright © 2005 Nathan Cain
About Nathan: The author, Nathan Cain, has more ideas that will
help your business marketing efforts. Visit his promotional
products web site at http://www.Web-Magnets.com.
List of articles by Nathan Cain: [EMAIL PROTECTED]
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