Here Is Why Logo Design Is Fundamental To Your Company
The Importance of Branding
Realising a gap in the market is the role of a creative and brave entrepreneur and will build a business that surrounds their great idea. While some products are so unique and in demand that they don’t need marketing to sell themselves – most other products will need to pull together a campaign concept and marketing strategy in order to entice new customers. A great marketing campaign and a well built brand however is one of the most difficult things to get right within business. Even businesses that have been around for years and years have had to re-brand at least once in their lifetime in order to keep up with consumer and market trends. Some of the most established and successful companies have their excellent branding to thank, such as Apple, Coca Cola and Nike. Branding is like an umbrella that encompasses many different aspects. Logo design being the biggest and most valued along with tone of voice, colour, customer service, typography, story telling and packaging are all ways you can built your brand.
The Benefits of Having a Strong Brand
It has been established why a brand is a businesses most powerful yet intangible feature. A well thought out brand is what connects your customers emotionally to your product which eventually leads them to investing in you. With this you can create brand loyalty, which is invaluable in today’s overcrowded and competitive market, in a market where brand loyalty quite frankly is diminishing. Here are some other reasons why and how your branding is beneficial, especially in the early stages of running your business:
· Increases Your Brand Awareness
Your brand is what makes you easily identifiable and sets you apart from your competitors. Having a memorable logo design or catchphrase is what people will remember when they see your brand name. Mastercard are investing a new form of marketing called sonic branding – a sound which a consumer can identify with their brand as soon as they hear it.
· Gives Employees Direction
If you brand is customer facing such as Topshop or Nandos, they way you decide to engage with your customers is how you make the sales and returning customers. For example at All Saints, they give all their staff free clothing to be worn as uniform in order to better sell the clothing.
· Supports Advertising Efforts
If you have a strong brand then this can give the marketing department more to play with when they are creating advertisements for the product. They can use something as simple as a great logo design or a funny tag line on a sponsored post on Instagram or on a television advert and build their advertising campaign around it. This is valuable when you have a direct competitor. Take Coca Cola and Pepsi for example – a consumer can distinguish the difference between these brands not by taste but by the use of their brand logo.
· Easier To Acquire Customers
If you are a new business entering the market then it is much easier to acquire new customers if you design a recognisable brand, such as a memorable logo that they might of noticed at their local bus stop or on television. How did Apple Music manage to steal business from Spotify? It was all in their branding and being able to market the new product to an already brand loyal Apple customer.