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The importance of a logo

What are the key messages you would like to convey about your business at a glance? Reliability? Strength? Attention to detail? Often the easiest way to demonstrate these attributes to customers is by applying the visual branding of a logo.

In many cases, a company’s logo is the most powerful single visual asset that a brand possesses.  Done properly, it can offer sure-fire recognition and reassurance to customers.

But to make your logo work, be prepared to work your logo!

Audience reach and first impressions

For new customers, your logo can be the first point of interaction they may have with your business. At this point, it is crucial to have a well-thought-out logo to reflect the attributes. That your customers are most looking for.

It doesn’t have to be big, it doesn’t have to be fancy, but it does need to be reflective and unique. From this first contact, their perception of your image is shaped by the logo you present.

First impressions matter to your brand.

Brand identity and recognition

Imagine you are in a crowded marketplace abroad; you only have a limited amount of time to select what you need from the stalls. Everywhere you turn, there are products that look a bit like what you use at home, but the variety and differences are confusing.

What do you look for to provide reassurance that the product you need is going to be the same quality as at home?

The answer is simple: a familiar logo.

Your logo will provide the reassurance that customers need to show that they are receiving a product that will meet their expectations.

In much of the same way, returning customers will look for the speedy go-to reassurance of the logo. Brand loyalty is great, but everyone needs a sign to follow and a logo can offer just that.

The Evolving Beauty of the Logo

Almost everyone will make a good first impression, but only a few will make a good lasting impression.

 Having made a positive first impression and given customers a clear sign that your brand is what they are looking for, what now for the logo?

Now is the time to get the most out of your logo by ‘working’ it.

An effective logo will be memorable and distinctive, but a really effective logo will be transferable to a number of settings including on a business card, website or lorry-side. All of which, applications will be essential if it is to continue to work to enhance the everyday identity of your brand.

As your company evolves and develops, your logo will offer the power of recognition that provides your customers with the brand reassurance they need for now and the future.

Rak Design (UK) Ltd are a creative graphic design & web design agency, based in Northamptonshire, delivering website design and development, digital marketing and corporate branding services that drive tangible and measurable results for your business.  If you have would like to discuss building an e-commerce website and how to reach a larger audience, call the team on 01933 678 522 or complete our online contact form and we’d be happy to help.



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