Branding is key to a company’s success. It helps your company stay on “top of mind” with customers and ensures that your advertising and marketing efforts are easily remembered while visually connecting your company to all your media tools. A good logo and branding send a consistent message with an image that directly resonates with your target market. When it’s time to design or update your logo and branding, consider these tips to optimize the process.
Hire A Designer Who Asks Questions
Before you hire an artist to get creative, make sure they understand what your company stands for and what differentiates it from the competition. A good logo comes to mind when you are looking for a product or service. Consumers often search their neighborhoods and the internet for a solution, to fill a need. A unique, attractive and memorable logo has a distinct marketing advantage over the competition. That’s why a good logo designer starts with strategy and will ask you about your target market, your industry and your competition. They will also review your preferred style, colors and images that reflect both your company and your industry. This all happens before any layouts begin, so the artist understands your marketing goals and advantages on which to base their creative solutions.
Your Logo Needs To Make A Statement
Your logo should make a unique statement about your company’s mission objective. It is also key that you confirm that the designer is creating original art for your logo and does not provide you with a cookie-cutter solution using a design they created for someone else while replacing your company’s name in its place. Yes, this really happens! So, make sure your logo design contract states that you are getting an original logo solution.
A Well-Designed Logo Is Simple And Readable
Less really is more, especially today with the average attention span measured in seconds. Your logo has to compete with a lot of noise. Therefore, it’s important that you have a logo that stands out wherever it goes, from a small social media profile to a business card or signage. Keep in mind some simple design facts:
- Less is more. Keep your logo simple.
- Use easy-to-read fonts similar to Helvetica, Times New Roman or Arial, which are legible in any size.
- Avoid outlines, shadows, gradients or highlights which reduce readability in monochrome.
- Simple shapes make the strongest logos. Your logo should not be complex or too detailed.
Create A Timeless And Professional Logo
A good logo should last decades, but it doesn’t always. There are many reasons to update your logo, particularly if over time it has become outdated. Be sure to avoid using current trends or styles that are unique to current times. Remember that your logo will appear not only on your website but also in print, video, letterhead, business cards and promotional items, as well as on your proposals and invoices. It must be scalable and readable in every possible setting.
Prioritize Your Customer And Their Needs
Your product or service has a unique target market. Make sure you keep your customer’s needs in mind as you evaluate the logo designs you consider. Review your customer list and consider what tastes, styles and history they share. Make sure your logo appeals to that demographic group. While companies are always looking for new customers, your branding must connect with your best customers today. This is especially key for a logo redesign. Be sure to update your image without sacrificing your appeal to your loyal customers.
If you need help designing or improving your logo or branding, contact Liz Harsch by email or call Tailor-Made Advertising at 310-791-6300 to keep your organization thriving in 2022.
Liz Harsch is the owner of Tailor-Made Advertising in Torrance, CA. Her firm provides marketing, training and consulting to identify marketing and media alternatives for business owners. As an experienced Marketing Director, Media Planner, Liz has trained small business owners for Constant Contact, SCORE, SBDC, SBA, Cities, MWD and County outreach partners plus many Chambers of Commerce for over 25 years. She can be reached at her Torrance, CA, office at 310-791-6300 or by email at liz@adteamla.com. You can also see her upcoming training workshops calendar at http://bit.ly/workshopscal .
