It’s the Foundation of Your Brand Identity
Successful branding is about telling a story that will influence customers’ emotions – plain and simple.
And, while it’s true that logo design is only a part of a company’s brand, it serves as the foundation for the entire narrative on which the brand is built.
Colors, tones, fonts – all of this is determined by the story you’re trying to tell, and your logo sets the stage for this story.
These elements will later translate from your logo onto all of your branding materials – letterheads, business cards, landing pages, you name it – creating a concrete, marketable brand identity.
The Role of a Logo in Branding
A logo is a pictorial persona of a brand, and it is one of the most prominent elements for building a trustworthy relationship with the target audience. A good logo is the one that is memorable, functional for conveying the brand message, and effective for building a suitable brand association. If your logo truly reflects the brand concept and value, it can help you become a priority brand choice in the market.
It Separates You From Competition
Dare to be different with your logo, because your company logo tells consumers why your business is unique. Sure, maybe there are 50 other coffee shops in your city, but yours is the only one that’s committed to sustainability, and your green, earthy logo drives that message home.
A well-designed company logo can communicate everything from the company’s background (professional, relaxed, fun) to their mission (entertainment, efficiency, and innovation) through the right icon or proper font.
Facilitates brand loyalty
From time to time, a company will redesign its logo, perhaps to update its look or reflect some other corporate change. As a marketer, I get this. As a consumer, I hate it. When I’ve become accustomed to my favorite brands’ logo and they change it, I feel a little betrayed. Now I’ve got to retrain my brain to look for something new. Brand loyalty is huge and something every business needs to foster. A recognizable and familiar logo goes a long way toward building brand loyalty.
Invites new customers to get to know you
We don’t live in a monochromatic world. People are drawn to interesting designs and colors. The logo that marks your package or adorns your storefront should be designed to draw interest and pique the curiosity of your potential customers, prompting them to at least look, and hopefully purchase your product.