Your company logo is working hard for you on the front lines — making or breaking your first impression on your customers.
Customers view your logo as the face of your business, and they make snap judgments about you solely based on how it makes them feel.
Decisions customers make about your business simply from the impression your logo creates on them include…
Are you an established professional business?
Customers prefer to do business with reliable established companies that have longevity and will stand by their products and services after the sale. Nobody wants to do business with a fly-by-night operation that takes your money today and disappears tomorrow.
If your logo looks like it was created as an after-thought by an amateur who quickly slapped it together for $5, it sends a message to your customers. And that message comes across as one or more of the following:
(1) you’re a new business owner who hasn’t quite gotten the hang of things yet
(2) you’re struggling financially and probably won’t be around very long
(3) you’re cheap and unwilling to invest into your business and your customers
(4) you don’t take pride in your work (your work is probably subpar)
(5) you simply don’t care enough to put much effort into your business
If your customers receive any of the above messages from your logo, it makes them uneasy about your company and causes them to second-guess whether they should do business with you.
On the other hand, if you have a professional logo that captures the essence of your business and communicates it in an aesthetic and powerful way, your customers are reassured that you are the right company for them.
Does your business align with their values?
People feel uncomfortable doing business with companies that don’t align with their values, and they are continuously forming judgments about your company based on their perception of what your values are and whether those values are aligned with theirs.
While no business can be everything to everyone (nor should you strive to be), it is important to make sure customers whose values you do align with are not turned off by a mixed message that makes them feel alienated.
Since your logo is the face of your company, customers tend to form opinions about your company values from how your logo portrays your company. If your logo feels aligned with their ideals of what your business should be, they’ll be more willing to do business with you.
Understanding your ideal target customers and designing your logo to align with the values they expect to see in your business goes a long way in building a loyal — and profitable — customer base.
Will your business meet their needs?
As customers are browsing through options looking for a company to do business with that will meet their needs, they typically are seeing company logos along with some very basic initial information about each company.
Being the most visually stimulating element of your brand that they are initially exposed to makes your logo an important factor in helping them feel in their gut that your company may be “the one.”
Customers will make a snap judgment about whether your company feels like it will meet their needs, and quickly rule out any companies that don’t “feel right.”
Make sure your logo feels right to your ideal target customers to give you a better chance of being approached by interested prospects who believe you just might offer exactly what they are searching for.
If you are establishing a new business, get your branding off to a great start with a professionally designed logo that attracts attention and instantly communicates the essence of what you’re all about.
If you already have a logo, take a good look at it and evaluate if it’s helping you achieve your branding objectives or if it’s working against you. It might be time to update and modernize your logo.
Get an instant quote, or discuss your ideas and concerns with one of our experienced logo designers with a free design consultation.
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