What are Logos and Why Does Your Business Need One?

Shalom Solomon

In previous posts, we've stated and over stated that a logo is not a brand, it is a component of a business' brand albeit an important one. We also reiterated the importance of a brand in itself to the progress and recognition of a business. But then, does that mean that logos aren't important? Why should you invest money into something that is just a minute part of a larger whole?
I'll tell you why very soon.
But first, let's define what a logo is.

So, What is a logo?

According to Entrepreneur.com, a logo is recognisable graphic design element, often including a name, symbol or trademark, representing an organization or product.
Marketing Columnist, Alicia Croci says a logo is a way for businesses to express some of the essence and characteristics of their brand. It is an important element of a company's brand identity. 

A good logo is instrumental in the marketing and advertising process of a company. It should be able to differentiate a company from competition in the same niche. 
Initially logos were very simplistic then they became full of colour and heavy graphics, now branding specialists seem to have gone back to the old ways of creating logos.
Irrespective of the shape and size of your business logo, it should be relevant, memorable, versatile, timeless and at the same time, simple.

A good logo should remain relevant for at least a period of 10 years. This is why even with available resources on the internet for logo design and creation, it is advised that if you want a professional logo, pay a professional to do it.
The cost of designing a good logo was a bit on the high side in the past, like the famous $100,000 NeXT logo. You can get a good logo these days at a fair price from freelance logo designers or graphic designers.

Now, Why Does Your Business Need a Logo?

1. It is Instantly Recognizable
Yes, branding is important, vital even for the success of your business, but a logo gives a face to your brand. Not just a face, a simple, instantly recognizable face or rather symbol. Everyone recognizes Nike's swoosh anywhere and have come to associate it the swoosh to the brands identity and reputation. So whenever they see the swoosh on a product, people naturally expect it to be of good quality, comfortable and well, most at times expensive.

2. Sets you apart from competition

A unique, good business logo would set your business apart from competition. Especially when your logo doesn't follow the same pattern as others in your niche. That is to say resist the temptation to place a pot or plate of rice on your logo if you're designing for a restaurant. And remember to keep it simple. Your logo would make your brand stand out from that of your competition.

3. Attracts new customers

A good logo not only serves as a symbol to remind your existing customers about the ability of your brand to satisfy their need. It goes ahead to attract new customers. People when exploring new brands would go for brands with logos that appeal to them. Colours and images have a way of grabbing people's attention and a strategically placed unique logo would serve as a means to advertise your business.

4. It is Memorable

This generation, the digital era is characterized by a heavy influx of information both relevant and irrelevant all vying for people's attention. Consequently, people have quite short attention spans. This is where a unique, simple logo becomes imperative for your business. Customers would be able to easily recall and identify your brand through your logo.

5. Breeds Loyalty

People are engineered to go back to familiar places of comfort. When your brand consistently offers great products and outstanding services to customers, they would most likely seek for your brand the next time they need something in your business' niche. And even when you introduce new products, customers would want to buy because you've proven that you can meet their needs in the best way possible. 

Conclusion

Logos are a fraction of a brand's identity but that does not mean they are irrelevant. It should be evident from the willingness of people like Steve Jobs to invest as much as $100,000 in the creation of only a logo. Is it because he has money to throw around? Well partly, but it's also because he understands the power of a logo in a brand's identity and market presence. So, bottom line, create a simple unique logo and make your business memorable.
Thanks for reading :)

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