Designing a logo is probably not the first order of business when it comes to starting a company, but it should be a priority for any business owner that wants to stand out from the crowd and become memorable. A logo is only one part – although a vital one – of creating a strong sense of visual identity, and there are factors to consider before settling on the final logo.
If your company wants to excel in a competitive market, it not only has to provide an excellent product, but it also must set itself apart to attract and keep new customers. It is not as easy as simply setting up shop in a random place and expecting customers to come crawling. There is some heavy lifting to do, marketing-wise, to see the long-term results you want.
A strong identity
Customers don’t know or remember every single seller of a product they are interested in, but they do remember the ones that for some reason have acquired a stronger presence in their memory. Any company’s goal is essentially to remain in the memory of an existing or potential customer and to be remembered, you need a strong sense of identity, which in turn should be echoed in the way you brand yourself.
Branding includes several different aspects that together tell the story of your business. Creating a memorable logo is one of the steps, and naming your business is another central one. The name of your business is possibly more important, as it likely will not only be included in the logo, but it will also be the name of your website and be used in many different contexts.
Fortunately, if you’re not a marketing expert yourself, you can find professional help to brand yourself better. Online services are available to find a proper business and domain name that is unique and will help you become popular in Google searches when new customers are looking for a company like yours.
Consistency is key
When trying to manifest a business as a strong brand in the minds of customers, there are different aspects for a company to keep consistent. A brand should especially keep communication consistent with their customers. That means both the amount of reaching out to customers should be considered, but also the visual aspects should be consistent.
Whenever you send out an email, a physical pamphlet, hand out a business card, or update your website, it should be in line with the visual identity that should be established from an early stage. This entails choosing a suitable font, a carefully considered color palette, and, of course, a memorable logo that displays strong imagery along with some text, which all should be in line with the company’s values.
The importance of a logo is often underrated by new business owners, but as older and more established companies like Nike, Starbucks or Adidas would tell you, it is worth designing a logo that is unique and memorable, which can help customers identify you.