Think about some of your favorite brands - your favorite fast food restaurant, electronic device, coffee shop, athletic shoe or cola brand. What is the first image that pops into your head when you think about those companies? Was it their logo? While just a part of their overall brand identity, there’s no denying that the logo is what consumers notice first, and what they remember when they think about the brands that mean most to them.

The right logo speaks volumes without saying a word. It establishes a bond between a company and its consumers. Your logo is the face of your company and more than likely what first grabs a potential customer’s attention and makes them want to learn more about you. In this age of short attention spans, you only have a few seconds to communicate your company’s message in an eye-catching way.

As a small business owner, you have a lot on your plate, and designing (or redesigning) a logo may not be a priority for you. Here are six reasons why you should reconsider:

Your Logo is the Foundation of Your Identity

What kind of story are you trying to portray? Successful branding is about telling a story that will influence your customers’ emotions. Don’t just tell your customers that they should purchase your product…tell them WHY they should purchase your product. A good logo can convey that story through the use of colors, fonts and images. These elements should translate from your logo onto ALL of your branding materials – letterheads, business cards, landing pages, promotional items, signage, etc. – creating a concrete, marketable brand identity. 

Your Logo Grabs Attention

Research shows that a brand has from 2-8 seconds to capture consumers' attention and convince them that your products and services are worth consideration. Your logo can quickly grab attention and communicate your company’s core values visually. That short attention span can work to your advantage if you have a solid logo to speak for your company. 

Your Logo Separates You from Your Competition

Your logo should tell your customers why you are unique, so don’t be afraid to be a little “out of the box.” Visually share why you are unique and distinctive from other similar businesses in the market… dare to be different!

Your Logo Gets You Recognized

Your logo should be easily recognized in small or large print, in color or black and white. You want consumers to identify your business with ease, whether in a digital ad on someone’s phone, printed on a pen or coffee mug, on a billboard or in a newspaper ad. The more your logo is seen in the public, the more top-of-mind awareness you will gain.

Your Logo Fosters Brand Loyalty

As your brand grows in the market, your logo will become more familiar to a wide range of consumers, and this familiarity creates the perception that you are a trustworthy and accessible brand in the market. Once they like you, your customers will seek you out again and again – and your logo is the thing they’ll look for first.

Your Logo Creates an Emotional Connection

Again, visualize the logos of your favorite companies. How do they make you feel? Maybe a certain coffee chain’s logo reminds you of coffee dates with a close friend or grabbing a quick coffee at the airport at the beginning of a long-awaited vacation. Logos are often the first thing that builds the emotional connection you’ve got with your favorite brands. This is why your business needs a well-designed logo that evokes a positive reaction from customers. If customers connect with your logo, they’re unlikely to forget your company. And if they’ve got good memories of your business, they’re more likely to buy your products or services in the future.

Need Help Creating or Redesigning a Logo? Enter our Small Business Month Logo Contest!

Are you currently working without a logo? Does your current logo feel a little dated? If you need a new logo and would like help with concept and design, enter our Small Business Month Logo Contest!

We’re celebrating National Small Business Month by giving your small business the opportunity to win a free logo design (or redesign), courtesy of the ICB Marketing Team! One lucky winner will receive a FREE logo design package that includes:

  • Initial creative consultation
  • 3 logo design concepts to choose from
  • Revisions as needed
  • Final logo in digital formats

The contest ended on Sunday, May 31, 2020.

Written by Melissa Schamburek

Melissa is Marketing Specialist at Investors Community Bank. She holds a bachelor's degree in communications/public relations from University of Wisconsin - Green Bay, and is a member of the Chamber of Manitowoc County's marketing committee.

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