The Power of a Good Logo: How It Turns Prospects into Customers
These days generating a logo that looks like it was made by a professional designer isn’t hard. You can find all sorts of software and web services that will let you slap together a logo in minutes. That would be a mistake, since the power of a good logo to grow your customer base should not be underestimated.
What’s a good logo? The art of good logo design is something that can cause a lot of disagreement among designers, but bad logo design choices are often not hard to spot if you know where to look. There are a lot of things to consider when it comes to designing a good logo, even the color you choose says something about your brand.
Regardless, if you put in the time and effort to create a good logo you may be surprised to find that it can turn prospective customers into paying ones.
How is this possible? Well, you’re in luck since that’s exactly what I’m going to explain in this article.
Pleased to Meet You
Your logo is often the very first contact point with a prospective customer and the very first impression you make on a person will influence all their subsequent interactions with you. If your logo is a good one, this means that a prospective customer will be better disposed towards you. On the other hand, if the first impression of your brand is negative then even the good things that follow it will have a tinge of negativity around them.
I Can’t Get You Out of My Head
Have you ever noticed that people seem to like things that are familiar more than things that are unfamiliar? Psychologists have noticed this too and call it the “mere exposure effect”.
Basically it means that the more you are exposed to something, the more you’ll prefer it. This is one of the reasons that product placement works so well. Slap your logo all over the latest blockbuster and people will like your brand more.
That is, as long as you logo is actually good. If it is unattractive or otherwise problematic the opposite might happen and prospective clients will dislike being exposed to it. Worse they may be completely indifferent!
I’m on Your Side
The best scenario for any brand is to convert prospective customers not just into one-time buyers, but into loyal customers that defend your brand and act as ambassadors to your business. They feel like they’re part of the family and work to support your business.
A good logo acts as a flag. Look at brands like Nintendo and Apple, both of whom have intense loyalty from their fans. The values of these companies appeal strongly to their respective audiences and the logo has become part of that lifestyle. There’s a reason Apply includes stickers of their logo with each and every product they sell.
You Get What You Pay For
Many small business owners often balk at the cost of getting a professional designer to come up with a number of logos for their business. When you have to invest in capital and people it can seem like a waste of money to put so much effort into making a good logo.
As you can see, that sort of shortsightedness can hurt your bottom line in the long run because:
- A good logo makes a great first impression
- People like your business more if they see a great logo often
- Brand ambassadors rally around a great logo
So don’t cheap out on the logo for your business, it’s going to be the flag you fly for a long, long time.
Image is Public Domain