Company’s Face — Logo
by Bradley Nice, Content Manager at ClickHelp — all-in-one help authoring tool
Nowadays, competition between companies has gone far beyond capacity output competition and a technology race. Progress has led companies to the fact that the same products are made in various areas; such products differ in minor details. So how do manufacturers win the hearts of buyers? Branding is the answer! It is crucial not only to offer quality goods or services but also to offer them contrasted with the crowd of competitors.
Most people who start their business or are already working in a particular area of small business postpone creating a company logo until the stage when a circle of potential buyers has already formed. But that is a wrong strategy because:
- The audience will perceive your business as unreliable and unstable. Based on the perception of insecurity, no one will want to do business with you and will not use your products/services, which will ultimately lead to the company’s collapse.
- People will see your company as a tiny one. Large companies never risk their reputation and do not choose such a presentation, even to save money. So that the audience sees you as a stable company, it is necessary to put in order the visual image, which is part of the brand policy, and you should trust the creation of a trademark exclusively to professionals. Poor quality and poor design can lead to the fact that everyone will consider you incompetent and inappropriate to generally accepted world standards.
- The public image of your company will seem undone, incomplete, “raw.” Buyers will get the feeling that you don’t care how society perceives the company. Lack of customer focus suggests that the company does not consider the wants and needs of its target audience. And this can lead to an opinion about the low quality of your products and a sales drop.
- The audience will come to the conclusion that you do not have a clear orientation in the business. Your unsuccessful promotional materials will create the impression that the company is completely devoid of any unambiguous image and is hiding its goals. The same can happen if you do not have a single corporate identity, and you present new variations of the logo and design of your website every time. This leads to confusion in the minds of the audience and entails significant losses.
- The audience will conclude that you do not have a responsive positioning in the business. Your unsuccessful promotional materials will create the impression that the company is entirely devoid of any clear image and hides its goals. The same can happen if you do not have a single corporate identity, and you present new variations of the logo and design of your website every time. This leads to confusion in the minds of the audience and entails significant losses.
Сompanies invent logos so that a potential client recognizes a company not only on a conscious level but remember it subconsciously on an emotional level. Logos are completely different. Some of them carry obvious information, others are more abstract. However, those who own this information are connected with the business.
A successful logo in business makes the audience believe in its quality, reliability, and stability. At the same time, even the importance of colors in the logo is huge. A well-formed company image helps the buyer to think that he is choosing the best product. The potential audience subconsciously begins to trust such a seller.
There’s a reason why brands such as Rolls Royce or Rolex use many blacks, greys, and beiges. These tones have a color psychology trigger of luxury and wealth. Moreover, that is the image that these brands want to portray.
Then there is Lego — a company whose brand is targeted to kids — its colors are all bright ones with a psychological appeal to fun and energy.
The primary goal of creating a corporate identity and company logo is to make potential consumers understand your company on an emotional and conscious level, to remember it. Logos can be abstract or too obvious. Either way, they need to have clear meaning and a unique connection to your business.
Have a nice day!
Bradley Nice, Content Manager at ClickHelp.com — best online documentation tool for SaaS vendors
