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Logo's role in business

More than ever, companies find themselves racing against consumers’ shortened attention spans. As a result, they have turned their focus to creating newer, more memorable logos. No company can spend an unlimited amount of time convincing potential customers that their products are great. A logo, on the other hand, can quickly grab viewers’ attention and communicate a company’s core values uniquely. More and more, consumers are judging businesses by their appearance as much as by what they do.

With this new marketing model, businesses of all sizes must spend more resources creating original ideas. Major businesses will shell out millions on a logo designer to craft their perfect image, but most small companies don’t have endless amounts to spend. By comprehending how each aspect of a logo contributes to your success, you can stay one step ahead of the competition.

These are the reasons why your logo design is vital to your company’s brand:
1. Reveals your identity
Your logo should always reveal your identity and give customers about the idea what you are. Imprinted on your products, your business card and your website, your logo communicates ownership. It can tell the world/potential customers who you are, what type of product or service you sell, or what benefit you offer consumers.

2. Invites new customer to get to know you
We don’t live in a monochromatic world. People are drawn to interesting design and color. The logo that marks your package or adorns your storefront should be designed to draw interest and pique the curiosity of your potential customers, prompting them to at least look, and hopefully purchase your product.

3. Distinguishes you from others
There are certain symbols that come to represent particular industries or products. For example, how many pizza places have you seen with a logo that features an Italian, mustachioed chef with a tall white hat and a wide grin? Maybe holding a ridiculously huge pizza? A good logo reflects who you are, but it should also distinguish you from everybody else. A good logo should dare to be different.

4. Facilitates brand loyality
From time to time, a company will redesign their logo, perhaps to update their look or reflect some other corporate change. As a marketer, I get this. As a consumer, I hate it. When I’ve become accustomed to my favorite brands’ logo and they change it, I feel a little betrayed. Now I’ve got to retrain my brain to look for something new. Brand loyalty is huge and something every business needs to foster. A recognizable and familiar logo goes a long way toward building brand loyalty.

5. Can be everywhere
Placing your logo on all of your marketing, packaging, products, social media, website, etc. is a way to advertise your brand and your message consistently, whether it’s in the store, in your customers’ homes, online, i.e., everywhere you want to be. If you’ve developed your brand message and successfully tied it to your logo, everything you do and create becomes associated with the logo and the brand.

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