One reason why some companies don’t last long in today’s world might be the ineffectiveness of their marketing materials. You have to differentiate yourself among your competitors for a chance at success; you have to be visible. How do you achieve this? Well, after establishing the positioning of your brand, you need to think about the visual aspect: the logo. You should not have just any logo, but a well-designed logo that will make people curious. Having no logo or a bad one will raise questions about the business and will not help it stand out.
A post on allBusiness notes that an unprofessional approach to marketing material design will cause the following:
- Your business will appear unstable.
- Your business will look amateurish.
- You will look unpolished.
- You will look unfocused.
A professionally created logo might be more challenging money-wise, but it will pay off in the long run. It definitely is an important investment a business owner should make!
Now, some people don’t agree with this. Some say the importance of logos is exaggerated, that it won’t help with branding. Some people think that getting precious about a logo is unnecessary. Really? So why did Gap have 2,000 Facebook comments criticizing its decision to drop the original, well-known logo? Are you aware of the money Tropicana spent after deciding to rebrand its logo and then having to go back to the old one because of customers’ unhappy reactions?
I believe that a company creates a strong relationship with its customers not only through strategy but also by visual positioning. Without a good logo, you are only going halfway. Once a customer becomes familiar with a business, the company’s logo will always be the customer’s prime association. For these reasons, significant effort should be put into logo design.
You can’t really argue the fact that logos contribute to brand building and have an influence on a company’s reputation.
How important is your logo to you?
Author: Marina Kaljaj