While the importance of a logo in brand-building is overblown, there is another aspect of logos that is often overlooked: the effect it has on the business. I’ve just completed my ninth logo facilitation using crowdSPRING and am starting another logo project this week. Without a single exception, the completion of each logo project energized the business.
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Excitement & Energy
It’s true. Logos generate steam within the business. Most of the other branding stuff is hard work and hurts your brain. Despite the critical role it plays in branding, no one looks forward to working on their brand promise. Crafting a tagline makes you humble and challenges your ability as a wordsmith. But creating a new logo energizes a business. Maybe it’s because vision is our most critical sense, I don’t know. But I do know that when a business gets a new logo, everyone gets excited.
From Concept to Reality
Logos make a brand touchable…in an interesting way. Take the logos above, for example. What if you had never seen them? What if someone only recited the name of those businesses to you? You probably would have a much different concept of each business. A business idea is hard to grasp, but logos make a brand, and the ideas behind that brand, real. They give substance to a brand.
When you get a logo you don’t just stick it in a folder somewhere. Now, you have to use it. So the website get’s refreshed, new marketing and sales materials are created, advertising campaigns are launched. Logos incite action.
I’m not saying put the logo before the brand. You still have to do the hard work of brand-building first. But when you do, nothing gets a brand moving like a fresh logo.
Note: The Marketing Spot is NOT a crowdSPRING affiliate, nor are we compensated by them in any way. Our only relationship with crowdSPRING is that we pay them for logo creation.