Is your logo losing you business?

Starting and continuing to grow your business is hard work. There are so many different aspects to deal with, which often means some get more attention than others. One aspect that often gets less attention than it should is the way your business is branded, specifically the design of your logo.

I’ll explain below the importance of a decent identity and how your logo could be driving business to your competitors, but fear not, I’ll also be sharing with you the most important factors I believe you should consider when having a logo designed, which should help to ensure your business won’t lose out in future.

Professional

Your company’s logo is a symbol that represents your business and can often be the first thing a potential customer sees. We all know how important first impressions are, so it’s in your company’s best interest to make a good first impression. The same way that somebody going for an interview wants to dress smart and look their best, your logo should do the same for your business.

By this I don’t mean your logo needs to look fancy, but it should appear professional. Think about it from a potential customer’s perspective. If they see your logo and thinks it looks like it was made by your nephew using Microsoft Word, whereas your competitor’s logo appears to be professionally designed, where do you think they will place their trust? With your company, which doesn’t appear to value it’s image, therefore may not place much value in other areas of it’s business? Or with your competitor, which does value it’s image and therefore suggests it may place as much value in all areas of it’s business? That’s right, their trust will be with your competitor! Of course that trust will be short lived if they don’t have a good product and service, but the foundations would have been laid with their logo.

Memorable

The more competition your company has, the more important your branding becomes. The first step is a successful logo, which as we now know has to look professional, but with more competition there is a second quality it needs to have, and that is to be memorable.

You will want your logo to be remembered over your competitors and there are several ways to achieve this, some of which include having a clever design, a striking colour combination or even an element of humour. However, be careful, there can be a fine line between making a logo memorable whilst keeping it professional in appearance and not having it end up looking a horrid eyesore.

The main aim here is for your logo to be distinguishable enough, so that over time people associate it with your company. It’s also important that your logo is not too similar to others already out there, especially those of your competitors.

Representative

We’ve identified two aspects of a successful logo design - looking professional and being memorable, but there is a third, and that is how your logo represents your business. It doesn’t necessarily need to depict the business sector you’re in or what you sell, but it should in some way reflect your company and it’s voice. In case you’re not sure what I mean by voice, it’s how your company comes across, it’s tone or personality, for example your business may come across as fun, serious, adventurous, responsible, youthful or traditional. Though don’t confuse voice with my first point about your logo looking professional, all logos regardless of the voice their company uses should appear professionally designed.

And finally

To sum up, if you want a logo that draws in customers rather than drives them away to your competitors, you’ll need to think seriously about the design of your logo. It should be professional, memorable and representative of your business but to achieve all these is no easy task. Think carefully about who you chose to design it and whether you can trust them to create a successful logo for your business.

Logo design can involve many hours researching, brainstorming, sketching, proofing, followed by amendments before arriving at a final design. Consider how important your logo design will be to your business and how long you’ll hopefully be using it for - this is not an area to cut costs in, you’ll need to pay professional prices to receive a professionally designed logo that’ll serve your business well for years to come.

About the author

Paul Galbraith is a logo and brand identity designer, working with startups, small businesses and entrepreneurs in the UK, USA and beyond.