I talk to business owners often. They usually come to me to solve a perceived design problem. Which, of course, I love doing. However, I have learned through experience that they are approaching me with a bigger problem than just a design issue. They believe a brochure, a new shiny logo, or an updated website will help grow their business, and since it’s such a small investment, they take it.
I began learning to read through the lines of what they were asking.
Hoping that a “new logo” would skyrocket their thingamajig into the marketplace with unprecedented sales is a common misconception. And it seems somewhat sacrilegious for a designer to say that it won’t, but it won’t. I used to think a logo would fix everything, but I soon realized…..running a business entails more than a shiny new logo or an excellent website. A good company is organic and thoughtful in its approach. It’s a whole view, a bird’s eye view, with worm-eye view details. It’s the Macro and Micro.
So why will your new logo alone kill your business? For a few reasons listed below:
Your Logos perfection is over-promising a result that your business isn’t prepared to solve.
So you have a great logo and are on your way to being the next “Nike” phenomenon. But your logo doesn’t speak to the services you provide or the marketing message that you’re sending. Your logo screams, “We are the best at selling thingamajigs,” but your sales cycle, marketing message, and website say otherwise. You underdeliver. Your brand equity is established in how well you link visuals, promises, and execution of your business. If you fail in one area, your Logo won’t save you.
Your Logo screams, “We know what we’re talking about, but your service says, “We suck.”
Your logo can have all of the bells and whistles it needs to be aesthetically pleasing, but if your company doesn’t have the soul to back it up…your brand will suffer.
So how do you come to a place where your Logo isn’t killing your business?
Be Authentic
We love mom-and-pop shops where “everybody knows your name.” But don’t lose sight of what made this country great in the first place. Although we live in a beautiful huge, and intimately connected location like Alaska, you have the benefit of still really knowing your customers. Customers are loyal to businesses that are loyal to them. So please give them the information they are looking for, and provide them with some kickbacks now and then. Nobody expects a mom-and-pop shop to have similar prices as Walmart. Instead, treat your customer like they are part of your business. It’s easier for small businesses to foster personal relationships with their customers than it is for big retail. So USE that to your advantage and capitalize on the individual authenticity of your business.
“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.”
― Howard Schultz,
Speak visually and otherwise directly to your customer base
Don’t deliver something you can’t give. Make a plan and work it around your target demographic. It’s not that hard, and if you need honest feedback, get it from the customers you have or want. People love giving feedback; any scroll on Facebook will show you that.
Don’t over-stretch your capabilities; stick with the basics.
We live in a consumer-driven society that knows how to shop. You can’t provide everything to everybody, and neither can your brand. Be good at a few things. Don’t overextend your sales cycle trying to offer everything. Build loyal partner relationships with other businesses that supplement your customers’ needs. Your business brand can grow organically. Not overstretching your capabilities won’t tarnish your ever-growing brand equity.
Have a content strategy to support your brand and your logo. You must have substance to push your brand forward—a good logo, and a well-designed website is a start. But to capture, retain and convert those customers, you must engage them somehow. That could be by providing them with information, facts, tips, and insights into your industry. So you grow your credibility and show YOUR customer that you care about your industry.
Do you have more questions about the Steps To A Successful Business Brand? Check out our FAQ about Design. Or stay up to date about new tips by following our Anchorage Alaska Design blog.
Do you need help starting with Brand or Logo Design for a New Business? Reach out to Bianca Frank Design and Anchorage Alaska Web Design Company.