Are you in the process of starting a small business and want to build your brand’s identity successfully? With a myriad of marketing strategies and slogans to consider, knowing where to invest your time and money is critical to your success.
Why is a professional designer so Important when it comes to your company’s logo?
Is this really a big deal, or is it something that can be put off while you focus all of your time and energy on running your company?
Why not just put your name and phone number on a business card along with some clip art and call it a day?
Even in the world of small businesses, it’s not uncommon for entrepreneurs to overlook the importance of having an eye-catching logo in place before they open their doors. If you’re not a professional graphic artist, it’s best to hire a professional logo designer.
Image is Almost Everything
According to a Promotique by Vistaprint survey of 2,000 Americans’ knowledge of today’s top logos, logo recognition, and thus logo design, is extremely important:
- Half of those polled said they were more likely to use a company with a well-known logo.
- 60 percent of those polled said they don’t buy from companies with unusual or ugly logos, even if they have positive reviews. This is especially true if the company is unfamiliar.
Really?? You’re saying that my distinctly average logo might turn off potential customers, despite my stellar reviews?
Regrettably, yes.
It seems obvious. Do you have a bad logo? That’s not good. Do you have a good logo? That’s great. However, when we consider that 85 percent of those polled said that when they find a logo they like, they are more likely to stay loyal to that business, we can see how important great logo design is.
Color, Consistency and Creativity is Key in Logo Design
We all know that different colors influence our decisions and moods on a daily basis, …but have you considered that the logo you designed with your spouse’s favorite color might not appeal to your clients in the same way?
Do you have enough time to create a thoughtful logo that incorporates all of the elements of good design, such as color, font type, line thickness, and direction?
Are you aware of your ideal customer’s design preferences?
Your logo design will not create a meaningful connection with your customers if you are inconsistent, and it will negatively affect their trust. The psychology of how design affects us is fascinating and fun to learn about, but imagine the stress relief of knowing that this attention to detail is taken care of for you with a professionally designed logo.
Not all Freelancers are Created Equal
Hiring a professional graphic designer will set your company apart from the rest, but where do you find this one-of-a-kind person who can potentially make or break your branding efforts?
Just because someone is inexperienced or cheap doesn’t mean they can’t make a great logo for you. But making sure your logo is thoughtfully executed should be their top priority. This is where communicating your company’s style and the audience you are trying to reach comes into play.
A good designer should be an excellent listener and take your business seriously. Someone who is also good at understanding your customers’ needs and preferences will help your overall relatability.
Make sure you get a good idea of this before you hire them by looking at their previous work. Someone who charges $5 for a logo on Fiverr probably has a lot of other work to do and won’t take the necessary time to learn about your business and clients.
Many do-it-yourself design apps say that you can make your own logo in minutes and for a few dollars. This may be true, but the goal is to make your brand stand out by using a process and style that are as unique and personal as you are.
Is a Logo Redo Necessary?
Are you one of the companies whose logo was maybe more of an afterthought? Then, it’s probably worth considering having one professionally made.
Say you already have a logo, and it’s one you really like, but it’s not quite reflecting the style and direction you want your brand to go. Then, yes, it sounds like a new logo would be a no-brainer.
However, there is a pretty legitimate exception to having your logo reimagined.
When you already have a strong following of committed customers, you could potentially spark a negative response to a logo redesign because, subconsciously, this change feels like a mini betrayal.
In 2009, the company Tropicana revamped its logo from a straw-poked orange to a large glass of orange juice with its trademark repositioned vertically. Less than two months later, there was a 20 percent loss in sales! They were quickly forced to calm the masses by switching back to their original packaging and, thankfully, restoring peace to the universe.
Simply put, most of the time, if it ain’t broke, don’t fix it.
Need to Hire a Professional Graphic Logo Designer?
Now, hopefully you aren’t questioning all of your branding decisions up to this point, but when it comes down to the success of your business, ultimately, what matters most is the quality of products and services you provide to your customers and building solid relationships along the way.
At IFTS Inc., we are just as committed to our clients as you are to yours, and we have a passion for all things digital marketing and web design, including brand strategy and logo design. If you are stuck and just don’t have the time or expertise to become a local celebrity, we can help!
Contact us today for a free one hour consultation at 412-715-6266.