4 Reasons Why a Logo Is Important to Your Small Business
By: Nate Fineberg
September 20, 2021
As you’re launching or rebranding your small business, you may not think much about the importance of your logo. However, in the digital age, having a memorable logo is more valuable than ever—digital marketing is highly visual, so a good logo design can make all the difference for your company. Working with skilled graphic designers, you can create a logo that truly captures the essence of your brand, which will lead to instant brand recognition and lasting customer loyalty. Just think about how many brand logos you’re surrounded by on a daily basis, and the value of creating a logo becomes clear. Continue reading to better understand why you shouldn’t overlook this essential detail of your small business branding.
Table of contents
Why Your Logo Matters
Your logo creates your first impression. Whether someone encounters your business for the first time at your storefront, on social media, or on your own website, your logo is likely the first thing they’ll notice. Therefore, it’s your chance for a strong first impression. If you have a distinctive design that captures consumer attention quickly, your brand is likely to stay in consumers’ heads. A strong logo also shows off the professionalism of your company. After all, businesses that invest so much time and energy into their branding are more likely to care about their customers’ experiences.
Logos are the foundation for brand identity. Your business is about much more than the products you sell or the services you provide. Anyone can sell coffee, but not all coffee shops will foster a sense of community or commit to sustainability. Your logo provides a chance to embody the values and mood of your brand, which can then be further emphasized through other elements of your brand identity. Everything from the font to the graphics to the colors featured in your logo will hint at the story you want to tell with your brand.
A unique logo fosters brand loyalty. Throughout your day, you see brand logos everywhere—on apparel, stickers, decals, coffee mugs, and all kinds of other merchandise. That’s even true for logos that aren’t associated with brands producing those goods. Consumers love to show off their brand loyalty, and the brands you see succeed the most with this type of marketing are those with truly memorable logos and solidified brand identities. Logos also work to set businesses apart from the competition. If you have a logo that stands out, you immediately indicate to potential customers that your business is different—and that’s often a good thing.
Your logo will be featured throughout your marketing materials. It used to be that businesses only had to think about physical marketing materials, like billboards, brochures, and business cards. Today, however, your brand message may be seen in a much larger network of places, from social media platforms to Google Maps to banner ads across the web. Therefore, instant recognition of your brand is even more important. Business names and taglines may get jumbled in consumers’ minds, but logos make an instant connection that will help you get recognized wherever you advertise.
What Makes a Strong Logo?
Now that you know why your logo is so important, you need to know how to design a logo that sets the right tone for your business. One essential feature is graphic elements. Rather than simply displaying the name of your business in a fancy font, you should have a distinctive graphic or icon that represents your brand. This visual element may feature colors to align with your brand values, but it should also display clearly in black and white. When it comes to color selection, stick to three or fewer main colors and keep in mind that colors showcase differently on screen than they do in print. Always test your logo options in physical prints as well as digital mockups before making your final decision.
Another essential detail for a strong logo is scalability—it should display well on a smartphone screen or a large outdoor billboard. For this reason, you’ll want to think in the abstract when you work with graphic designers to nail down your iconography. And while your logo shouldn’t rely only on written elements, you should select a font that’s easy to read in a variety of sizes.
Group6 Interactive combines graphic design expertise with in-depth knowledge of marketing and branding to help you distinguish your business with a great logo and strong brand identity. We’ll take the time to understand what your business is all about and which audiences you want to target. From there, we will workshop logo designs that capture your message and create a great visual impression. To connect with our team of designers, schedule a strategy call with us today.
Nate Fineberg is the owner, president and CEO of Group6 Interactive. With a long history in the creative space as a high performing web developer, he has decades of enterprise level industry experience. Before starting Group6 Interactive, Nate worked as a web developer at IDEA, a Houston Texas based creative agency before moving on to SONY, located in San Diego California, as a senior Web Developer.
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