A comprehensive branding strategy is essential to your business’s success. One of the key factors in the branding process is the creation of a logo. When done correctly, your logo will become an instant and powerful symbol of what your product and company represents. However, before the creation of your logo, you must first solidify your branding strategy. This is because the logo becomes a sum of all parts of how you want your product and business to be perceived. If this is not clearly defined in the beginning, the logo ends up just being a pretty picture and not a strategic piece of your campaign.
So, let’s take that important step in the branding process and create your business’s logo. First, as previously mentioned, write down your branding plan of action. Review it, rewrite it, share it with mentors and friends and then re-write it again! Once you have a solid plan of attack, contact your graphic design professional and sit down with her or him. Share every detail of your branding campaign and be sure that you are both on the same page when you part ways.
Once the designer returns with different logos to choose from, take a quick look at each one and see what pops and what doesn’t. Then go back and critically examine each individual sample. Be clear to the designer about what does and does not work – remember, they can only create what you convey to them. So be direct and the process will be much shorter and probably less expensive!
When the time comes to choose your final logo design, ask yourself the following questions:
1. Does the logo represent what your company is all about? After all, you wouldn’t use pastel colors and cartoon characters if you were trying to project a strong and tough business image.
2. Does the logo look professional? If you want to project the image that your company is professional and competent, your logo must back that up. A simple piece of clipart will not accomplish this goal.
3. Can the logo easily transition from print materials to online media? The design needs to be sophisticated enough to look professional, yet simple enough so it does not look messy or confusing when used in your marketing materials.
4. Look at the color palette and make sure that it also fits well into your overall branding campaign. The colors used in your logo will be repeated throughout your marketing materials.
The bottom line is that your logo is going to be a constant advertisement for your business. It is imperative that it properly represents the goals, qualities and the overall essence of your brand. If it does this, then you will be able to hone in on your target market and build a strong, customer-supported successful business!