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Strong branding strategy is an essential element of the success of any brand, and the most critical way to present the business is the logo.
Let’s face it; we currently live in the world where visual marketing has taken over the industry.
One of the easiest ways to get to customers is to advertise on billboards, television, and signs that are placed on every urban corner.
Moreover, some surveys showed that consumers are more likely to purchase the desired product and develop a visual recollection of the brand, which often is the logo.
In many cases, it is much easier to forget the title of the company, but the logo is remembered the most.
The logo, therefore, should be designed to relate to customers and make them develop a visual memory of the company quicker.
A properly designed logo can be vital to brand’s success because it incorporates organisational mission and philosophy.
A wide variety of logos are out there, and they have different shapes, colours, and meanings that link them to the company and create a certain association in customers.
The logos of the most successful companies become strongly associated with them, which often eliminated the need to mention the title of the brand or product.
McDonalds, Nike, Starbucks, Apple and many other companies can be considered as examples.
Therefore, proper brand management through logo is important in business because they formulate an image in the customer’s head, thus attracting them to make a purchase.
How Logos Affect Sales
There are three primary ways in which logos influence the sales of a company.
- They enhance the first impression of potential customers
- They provide trust and security through the use of color
- They help to stand out among the other companies
The first way is pretty simple.
When customers see the logo, their first impression may be either positive or negative, and this may be a significant factor in the decision whether to make a purchase.
This rule is universal, so the best way to make an appropriate decision is to design a neutral logo that will not be offensive or disturbing for the viewers.
If the logo brings negative feelings in people, they will not purchase the products of the brand, regardless of how large or successful it is.
The second way in which logos can influence the sales is very interesting.
Let us start by asking you whether you wondered why Barbie Doll’s dress is pink?
Why does the Mattel brand use pink color for the packaging?
Well, the answer is obvious.
The pink color is the one that is most associated with dolls and because the target audience is girls not over teens.
The use of pink color by the brand is a perfect example of how the color should be utilized in business because Mattel knows the target audience and creates new ideas in an appropriate fashion.
The customer is the one who will see the logo, and they should see the color that will be considered as active and appealing.
According to the color use theory, this is how the brands should create their logos to stay in the business and develop.
That’s why Mattel does not make their dolls’ dresses and packaging black or blue.
Finally, the logo helps to stand out.
Not only it can emphasize your creativity in design, but the logo also demonstrates how seriously you take your representation.
Lack of effort or carelessness in the creation of the logo can be a major issue that has a long-lasting impact on the company.
Today, there are thousands of professional companies available for hire because the demand creates the jobs in this area.
How Logos can Increase Sales
We know now that logos are crucial because they are the face of the brand and can have long-lasting implications for the business.
They should be designed in an appropriate fashion to ensure that the face is beautiful, and the effects are only active.
Let’s discuss how it should be done.
First and foremost, think about some of the aspects that were mentioned previously, including offensiveness and so on.
Next, ask yourself what kind of feel does your business have and who are the people you want to get your message to?
The answers to these questions lie in the type of products that you sell and how you feel about your business.
Are you and funky, or maybe trustworthy and reliable?
During your quest for finding answers, do not try to be something you are not because the customers will not feel you.
Even if your business is funky, be it and say about it in your logo.
Another great tip that can help you to increase the sales is that making the logo as simple as you can is the most efficient method.
The best way to illustrate this is to look at the logos of current successful brands, such as Apple, Google, and Nike.
Can you tell what is common about them?
Exactly, they are very simple, which makes them memorable and at the same time are the primary reasons for making billions in profits.
Remember what the first logo designed for Apple?
It pictured Isaac Newton sitting under the apple tree and tree words “Apple Computer Co.”
In less than a year, the company has decided to change it and came up with the “rainbow apple” with a bite taken out of it, because it was much easier for the customers to comprehend.
You should not repeat this mistake and come up with the better option right away.
Although it may sound strange for some, do not be afraid to use the logos of competitors for inspiration.
Nowadays, there are a countless number of great examples of logos, and they could be used as inspiration if you want to design the logo by yourself or give some pointers to the professional designers.
It is a known fact that the designers should be provided with as much information as possible, so they could understand what you mean.
Do not try to copy a competitor’s logo literally, though. That is an unprofessional and illegal thing to do.
Common Mistakes with Logos
Many small businesses and start-ups often play it fast-and-loose with logos, not providing appropriate attention to their characteristics.
As the result, the logos can be too complicated, oversized, and improperly positioned, which might keep the customers away.
Complicated logos are arguably the top mistake committed by businesses today because they intend to fit too much into a little piece of graphics.
The thing to remember is that the simple you make your logo, the better.
Let’s take a logo of AussiEssay for example. The company is based in Australia and is operating in the field of academic writing.
If you visit their website, you will notice that the logo is the pen ‘covered’ in the Australian flag, which perfectly describes the country of origin and the business area. Straightforward and efficient.
Also, some companies might create slightly different versions of the logo for particular purposes, say, for print and online.
This can confuse the customers and make them think that logos represent different companies, which is to be avoided because the logos can also hurt sales if designed improperly.
The last thing that a company should consider when designing a logo is looking at the competitors’ logos.
Skipping this part might be a big mistake because if the logo ends up being similar to others, the customers might not be able to recognize it among the vast list of competitors’ logos, at least.
In the worst case scenario, the company might get sued for copying.
The logo is the face of the business that represents its identity, people, company and everything else about the brand that customer should know.
That’s why it should be easily recognizable in a blink and make a long-lasting impression on customers.
The right logo is an excellent way to increase sales because it performs three critical functions, such as enhancing the first impression of potential clients, providing the trust and security, and helping to stand out among competitors.
Apparently, if the logo is made improperly, say, overly complicated, the company may not reach the sales volumes needed to survive and prosper.
When it comes to logos, we can certainly tell they should be as simple as possible and tell the customers what your business is about.
A lot of well-known companies follow this rule, including each one mentioned in this article.
Why don’t you join them?
You know now about the importance of logos and their impact on sales, and this could be a significant advantage over millions of other companies that struggle to come up with the perfect representation.
Michael Gorman is an expert blogger situated in London. Michael always stays on trend in blogging, digital marketing, and social media. Feel free to contact him via Facebook