THE POWER OF THE LOGO

For as long as there have been businesses there have been logos. The invention of the logo was born out of the need to connect a product with a symbol as quickly as possible. Today companies use logo branding to connect a feeling with the product itself. The question remains, should your company invest in the creation and marketing of a logo.

Nike, BMW, McDonalds and Mercedes are all international companies that used their logo to break the communication barrier when entering a new market. When you see the logos of these companies you do not need to know much more about them. Their logos instantly define who they are, what they do and what they are about.

Infographics, as they are called, come with a huge responsibility. They need to be insightful, resonate with the customer and need to stand the test of time. Choose wisely when it comes to designing your logo because quite often it is not love at first sight. Logos take quite a while to become endearing to the buying public. One marketing manager commented that some CEOs and companies labor over the choices that are presented to them by marketing firms.

Some companies choose to re-brand with fresher logos while other companies stay true to the original. Coke-a-Cola believes in tradition and has not changed their logo in over 100 years. Apple, on the other hand, has improved and upgraded their logo as time has passed. They went from a multi-colored apple to the silver bitten apple we see today. So, what should you spend to get the perfect logo?

The answer to that question is debatable. Some international companies have spent over $100 million dollars to introduce a new logo. BP, British Petroleum, spent $136 million to introduce the sunflower to the marketplace. It was an international introduction to what BP believed to the symbol of their company. The sunflower logo has been a hit with the public and is recognized at the perfect logo for BP. Nike spent $35 to find the Swoosh and Twitter paid $15. What you spend and how you spend it will determine the cost or investment. The earlier in the business that you introduce your logo will help with the costs.

PICKING THE RIGHT COLORS

Be careful when picking colors for your company especially if you intend to have an international presence. One color in one place means something different than that same color in another place. There is specific meaning behind certain colors and depending on your product, will determine what colors stand out more.

Bottled water is an example of what can happen if you pick the wrong color for a product. You will almost always see blue labels on bottled water. Why? Because any other color on bottled water tends to reduce how many bottles are sold. People associate blue with water and will not accept another color when purchasing bottled water.

A MEMBER OF A CLUB

When asked about why consumers love logos several mentioned the feeling of belonging to a special club. It is the same as bikers waving to each other when they pass. Corvette owners nodding when they see each other and Audi owners feeling like, “They get it,” when they see each other. The ability to connect the brand with a purpose or feeling is the goal when marketing or creating a logo.

“People love to have their good decision confirmed with the acknowledgement of that decision,” said Brad Bowling,” The Director of Marketing at Stiff Arm Media.

“Think about mobile application logos. They instantly let you know what they are before you click on then. Without the logo, the app could not survive.”

For local businesses the use of a logo also creates an instant expectation for the consumer when they see it. There are websites that offer logo design for a very low investment. Fiverr.com is one website where logo design can be done for as low as five bucks. HIBU can also help with understanding why certain logos work better than others.

There is no question that logos help increases loyalty and positive feedback about the companies they represent. If your company is looking to expand or work in multiple languages you might want to consider establishing a logo to help. The bottom line is, yes, they help, and every company should have one. Schedule a conversation with Brad Bowling today, marketing has never been more important that it is right now! Attack your goals and schedule a FREE marketing strategy for your company today, 440-796-5763.

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