Your logo and visual identity are the heart of your branding and marketing strategy. Here are 5 simple ways to use your small or medium business logo more effectively.
The other day I learned that the McDonald’s golden arches are the most recognized icon on Earth.
It’s so well recognized because McDonald’s uses their logo everywhere. On its stores; on its packaging; and as a beacon in the night to hungry travelers.
Now most businesses don’t need nearly that level of recognition to be successful, but I do think that most businesses could be using their logos a little more efficiently.
So here are 5 ways your logo could be more effective.
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1. It’s got to be good, and it’s got to be timeless.
Remember, your logo is the visual representative of your brand.
If people see cliche clip art, they will assume your business is a dime a dozen, and that your products and services come cheap.
If they see something slapped together as an afterthought, they’ll assume your work is of the same calibre.
Take the time to identify what you want your brand image to be - what you want people to think of when they think of you.
Then draw that. Because that’s your logo. And if you can’t do that yourself, hire someone who can.
2. It always has to be the same, regardless of how or where you’re using it.
The same colors, same text and fonts, same layout, same dimensions.
Chances are you are not FedEx. You do not need different versions of your logo for different aspects of your company.
Consistency in your presentation creates familiarity with your brand.
Familiarity, over time, creates trust.
3. Put it on everything.
Your logo should be on your business cards, stationery, invoices and internal paperwork, web site, videos, email and print marketing materials, your packaging, boxes you ship out -
and when applicable, on your uniforms, vehicles, or building.
Any place that you think is appropriate, and interacts with your audience, should have your logo.
4. Emphasize the message.
Think of your logo as the emphasis and punctuation to your brand message, not the message itself.
Your logo doesn’t need to take up three quarters of your home page or brochure cover to be effective.
Make it as big as necessary to be recognized and remembered, but no bigger.
Your branding message, or what you say in your marketing, is about your audience - it’s not about you.
People look at your web site to find a solution to their problem, not to learn how awesome you are.
5. Back it up.
Having the greatest brand image and logo in the world is meaningless if you can’t back up what they claim.
If your brand image is telling people that you’re the best widget maker, or best solution provider, then you’d better be able to back that up in real life.
Otherwise, your logo will quickly become a symbol of irony, rather than a symbol of excellence.