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5 Reasons Great Logo Design is Vital to Business Growth

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My wife Hannah and I just moved to Washington State, and one of the most common questions we get when we meet new people is, “What do you guys do?” I’m a graphic artist, so most people understand exactly what that is.

“Oh, you design billboards and stuff?”

“Yeah, and logos, book covers, wedding invitations, t-shirts, coffee mugs, and pretty much anything else that you see around the city in your day to day life.”

“Oh! That’s cool- My aunt’s nephew likes computers too!”

So most people almost get the graphic designer part, but they get really hung up on Hannah’s job title: “I’m a brand strategist.”

“What exactly is that? What do you do?”

Hannah tries to keep it short and explain it simply, ” We make strategies for brands- so they can make more money and build a client base! It’s marketing with a focus on the company as a whole.”

That’s what she does, and it goes hand-in-hand with Typeset, because we’ve worked with a lot of clients and we’ve seen what makes them run, or what makes them fail. We’ve re-branded, updated logos, and built their brands from the ground up, and the main thing that we’ve seen consistently across the board is that building branding constantly brings in new business. There are five basic reasons for this, and they should push you to update your logo and build your branding.

1). Change is good. People stagnate without change, and when there isn’t anything for them to get excited about, they won’t share your company or product with as much enthusiasm as you might envision.

“But what about brand continuity?”

Stop whining. Going through a re-brand will only help your continuity by building a stronger brand image that works more closely with your company and products as they grow. People like change, and it isn’t a good idea to stick with the logo that you created when you first started your company. Hopefully you’ve moved on from where you were when you started that company, and your logo should too.

2). Your target market needs to be hit with something they like. I can think of at least a couple companies in Seattle that are totally missing their client-mark. They’re classy businesses, but their logos look like a mash-up of a kid’s crayon drawing and a medieval tapestry. Since these businesses cater mainly to hipsters, their logos need to be updated to fit into what their clients expect.

If you have a target clientele (I.E. Males and females, ages 18 to 29, who like art), then your company branding should be created with that demographic in mind.

clientsneedquality

3). Your clients get used to what you provide, but that doesn’t mean new clients will appreciate the same thing. In a few of the smaller niche markets we’ve worked in, we’ve seen that people are strongly attached to one form of design, and no matter how out of date or ugly it is, they still identify most strongly with it, because it’s all that the niche market has always provided them with. Companies that are in formative stages need to be painfully aware, that their base clients need to be provided with quality, before they come to expect a lot less out of you.

4). Great logos create instant recognition. Think of the tops brands today: Apple, Nike and BMW. They’re classy right? Their logos were hand-crafted by great designers and they have stuck with the companies as they grew and evolved into what they are today. People respect these companies, and sales are often driven simply by brand recognition and the quality associated with their products.

5). You already know what your brand should look like, and where you want your company to go. Hiring a designer that can help you get what’s in your head onto paper, is vital to your businesses success. They’ll work with you hand-in-hand to bring your ideas from concept to finished product. The fact is that you may not be a designer, and you might not be able to create the best branding for yourself, but a good designer can bring your business up to date and help you bring in more sales.

We are constantly looking for ways to improve our client’s businesses, and branding has been the most effective tool to help them accomplish their goals.