When we hear that someone has started a business, one of the routine questions we ask is:
Do you have a logo already?
I lost count of how many times I've heard other people say it. And that's understandable. The logo will tell people the company name or business name after all. But people stop at the logo and think that they're set for life.
Here's the thing: you're making the poor little logo carry all the weight of your business on its shoulders.
You're making it carry:
- Your hopes and dreams for success
- Your favourite colours
- Your favourite things
- Your business goals
- Your products
- Your business values
- The opinions of your friends and family
Is it any wonder that the logo doesn't work out? There's too many colours, too many fonts, too many icons, too much of everything. It's carrying everything and accomplishing nothing.
Again, that's understandable. The logo is a place to display all these information to your customers. But it's not the only place.
The visual identity of your business can be carried by elements like colour, typography, packaging, photos and patterns. Although these things may seem petty to you, or too little to make a difference, they can convey a lot of meaning.
Collectively, all those elements are called branding. When used together, they can subconsciously infiltrate the mind of your customers to tell them what your business is all about.
Sounds a little evil, doesn't it? But you can never flat-out say to your customers that "We're a fun brand". Well, you can, but are your customers actually going to take your word for it?
It's when you consistently use brand elements that convey "fun" that your customers begin to associate fun with your brand. You don't tell them, you show them.
Pick up any item at a supermarket. Chances are, you're not going to zoom in on the logo right away. It's because the logo is used together with other brand elements, never on its own.
So that's why I'm telling you that in the grand scheme of things, a logo isn't that important. In this era of social media marketing, you'll be using your other brand elements more than you use your logo.