Reasons why a logo is important for small businesses
A logo is important for small businesses because a picture is worth a thousand words, and your logo can tell your customers many things about your brand and company in a visually engaging way.
Your logo can convey your business values, vision and mission, which helps to set you apart from competitors in your industry. It puts you firmly on the map and says, here I am because it can be more memorable than many other aspects of your small business.
A logo can literally tell people who your business is by including text, or it can make a bold statement about who you are using colours, images and shapes that define your brand and succinctly encapsulate your ethos.
Your small business logo should either blatantly tell someone who you are or what you offer, or it should make them feel something so that it sticks in their mind and they want to share that experience with someone. If it can do both, you’ve nailed it.
You can use your logo as the visual representation of your small business and company brand. A logo can be placed everywhere, including your business premises signs, website, email, social media accounts, company documents, packaging and merchandise.
Here’s why a logo is so important for your small business:
A logo is the first thing a customer notices
Capturing potential customers attention has never been more important than in the twenty first century. That’s because the internet has diminished the human attention span so much; if you don’t grab someones attention in 8 seconds, you have lost them.
A logo can help you do this.
According to Ranieri and Co, “A recent study by Microsoft concluded that the human attention span has dropped to eight seconds – shrinking nearly 25% in just a few years.”
Your small business logo is the first thing a customer will see to form an opinion about your company offering. It’s a possible reason why a potential customer will choose your business over another brand.
Your business logo can make a statement
Sometimes, simplicity makes a bold statement because it stands out and draws attention because of intrigue. Take the Nike Swoosh, it’s one of the most (if not the most) recognised logos in the world, but it’s just a tick.
Also, consider Apple, McDonalds and Twitter for simple yet colourful symbols of their brand.
A great name, font and colour can also help you stand out from your competitors. Brands like Coca Cola, Disney, Google, Facebook and Virgin have all kept to this branding ethos. Simple, bold and unique.
Your logo needs to represent your brand identity
This really follows on from the above point. If you choose to use your name as a logo with a unique font and colours, all of these elements can either convey your brand identity or seem to be juxtaposed, which could harm your brand rather than enhance it.
If your small business is a women’s clothing company specialising in floral patterns and skirts, having a sharp, bold font with bright, masculine colours could create the wrong impression. Whereas a soft, flowing font with female friendly or neutral colours would likely convey the correct brand identity.
If working with a logo designer, while they will have experience and creative input, they will still look to you to know your target audience and have a good idea of your brand colour palette, images that convey your brand identity and even a font or two that you are drawn to.
Your logo can be associated with positive connections leading to loyalty
When your customer purchases a product or service from your company, if they have received a positive experience and received good customer service, they will likely recommend you to others and feel positive when they see your logo pop up, which leads to a deeper connection and loyalty.
How important is a logo for a small business?
A logo is a business calling card. It creates that visual connection between your brand and the customer. The logo can become a familiar friend to repeat customers and can help you stand out from the competition.