Why You Should Hire a Pro to Design Your Logo
Most of the people we serve don’t fully appreciate why they need a logo, so we think it’s safe to say that you, dear reader, are probably in the same boat.
After all, the intricacies of excellent logo design aren’t exactly common knowledge.
However, if you’re about to invest in a logo (or any other part of your brand for that matter) the key that unlocks the potential of that investment is an understanding of what that potential could be. In other words; what’s the business case for a logo? What’s the return on investment?
Fear not, we’re not about to drag you through an actual business case. We’re simply going to reveal the one reason why you need a logo and the two ways that your graphic designer should be able to deliver.
The One Reason Why You Need a Logo
We spoke with ten people who had no graphic design or marketing background and asked them all the same simple, but vital question; “What is the purpose of a business logo?” Here’s a summary of their answers, with the duplicates removed.
“To be remembered.”
“It tells you what they [the company] do.”
“It’s about association, like . . . I get hungry when I see the McDonald’s sign.”
“So you can recognise them [the company].”
“It’s to attract the right people.”
These are versions of the goals that we hear often, and they’re all valid, but they’re all things that logos do. Our perspective is that the purpose of a logo is to generate revenue.
Of course, logos are a critical component of brand identity, and they need to catch your eye and be memorable, etc. but why do you want to achieve those things?; to attract customers.
This slightly elevated viewpoint may at first seem to be trivial, but we think it’s quite powerful. Imagine how much time, money and effort you would invest into an asset for your business if you predicted that it would be reasonably useful. Now imagine it’s several years later and you’ve just discovered that your primary competitor is ahead of you because they invested in an excellent one. It’s like learning that the shares you almost bought have turned your brother-in-law into a millionaire. If only you knew then!
Well now you know, about logos at least (sorry, we don’t do share tips). Logos and branding create sales and we don’t want you to miss out by using a logo that ‘leaves money on the table.’
The Two Ways Your Logo Pays You Back
There are two devastatingly effective things that a logo can, potentially, do to increase the revenue of a business.
The first is something that all good designers are well aware of and try to achieve. The logo needs to be memorably unique. This serves two purposes; to grab your attention and then to become unforgettable with a little repetition, repetition, repetition.
The second is something that all great designers achieve. The logo must establish a positive emotional connection with the target audience and speak of shared values.
These two factors, above all others, form the combination that works to charm your customers while you focus on other things. Get it right, and you could be seeing a return on your investment for years.
Did you know that the Coca-Cola logo has remained very much the same since 1886?
Big companies understand the power of logos. In 2008 it was reported that the still current Pepsi logo was the result of a $1,000,000 investment. BP invested more than twice that in 2000 when they switched from their 70-year-old logo to the yellow and green Helios we all recognise today.
We’re not suggesting that logos must need such astronomical price tags to be good. It’s no secret that there are some iconic logos, like the Nike swoosh, which cost little to nothing.
Our point is just that a logo is a critical strategic tool that has significant revenue-generating potential. You may get lucky – as Nike did – but as with most business decisions, we think it’s best to leave luck out of business plans and go with a proven strategy; do what you do best and hire professionals for the rest.