We’ve been chatting a lot about logo design in the Flying Solo forum recently, and that got me thinking about the logos that represent my two businesses.
How much is it worth to you and your business to have a logo that you’re absolutely, head-over-heels in love with? If your answer is “Not much”, read on.
First impressions really do count
While discussing whether it’s worth investing in logo design, forum member Vertigo asked us to compare our reaction to someone we meet at a party who is well dressed, clean and confident to the way we feel when we encounter someone dressed carelessly and with poor body language, and pointed out, “Your logo is the same. It’s the first impression of your business. Make it count.”
That struck a chord with me, because ever since having the logo for my natural health marketing and copywriting business developed about eight years ago, I’ve absolutely loved handing my business card to people. Why? Because those who are in my primary target market almost always respond with, “Oh, that’s perfect!”
In the very instant they see it, my logo demonstrates to people in my industry that I’m focused on it too. I can almost hear them thinking, “If she gets it that right for herself, I’m sure I can trust her to work on my brand too”.
The fact that I’m not a graphic designer and didn’t actually design the logo myself has nothing to do with it, because as far as others are concerned, it symbolises my creativity, my focus on my niche, my professionalism and my personality.
Best of all, my logo conveys all that and more in a microsecond, without me having to say a single word.
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You are your own most important customer
When forum member Martin Firth said, “The people who place the most importance on a company’s logo are the people paying for it,” I suddenly realised that my logo is all the more valuable to me and my business because of the meaning I’ve invested in it.
It has come to symbolise my pride in my reputation in my industry and in the body of work that I’ve spent so many hours building. It also acts as a daily reminder of the way I choose to turn up for my clients: smiling cheerfully, with vibrant energy and focus.
On days when I’m tired, stressed or overworked, that pride and positivity are worth way, way more money than I paid my logo designer!
The right logo will make you money
If you’re still wondering whether it’s worth investing in creating or reinventing your logo, rest assured that getting it right really can affect your bottom line.
Over in the forum, Kindleman gave the example of a bakery whose logo differentiates them from a neighbouring competitor, clearly communicating that they bake traditional-style loaves rather than run-of-the-mill sliced white bread. If that logo attracts even just a few passersby each day who are prepared to pay more for that kind of bread, the difference to the business quickly adds up over time, and the logo pays for itself in just a matter of weeks. After that, each sale it attracts is pure profit.
I’ve had the same experience in my flower essence business, where our logo is displayed prominently on our product packaging. We’ve lost count of the number of times prospective customers have opened a conversation with us by saying, “I love your logo”. However we’re delighted that every time they do, it gives us an opportunity to chat with them about who we are and what we do. More often than not, that conversation culminates in them deciding to give our products a try.
All in all, I’m completely in love with my logos and what they do for my businesses. Have you had the same experience? Head to the comments to share your stories.