The first idea in branding identity is to magnify the influence of our company logo, i.e the identification of our company by our target audience. This identity is the face of our company and it should sign the trust that you offer to your target clients.
Therefore, with this idea in mind, I would like to ask you again: How many logos do you remember?
Logos are the fastest way to recognise a brand. Logos are everywhere. In signs, TV, computer, ads, packaging, magazines, cars, busses, etc. Would you be able to draw the logo of your favourite shop?
We remember only those logos incised to our subconscious mind. Why?
First, they convey familiarity with the brand and our view of their professionalism. You look at that logo and you know you will walk on the clouds with their shoes. You will know your device will work if you buy Apple. You might feel you have conquered the world in your BMW 507. Or, just coming back to reality, you know your products will have “everyday low prices” if you go to Walmart.
The logos we remember tell us a story. And they offer us much more than low prices or major ergonomics. They recognise the trust that keeps bringing on sales with the same customers. And a good growth in the revenue!
THE FACE OF OUR BUSINESS
So many times, when people start a new business, they get extremely enthusiastic with the excitement of buying furniture, interior design, hiring people, getting financing, that they forget their face. The face becomes, then, the last priority. They end up having a business without a face.
Studies have shown that having a logo from the beginning gives the company and the staff a positive psychological encouragement to build themselves and work as a team. The staff works with the logo and develops a sense of affection and care for it.
Besides that, your logo helps the target audience distinguish you from the competition. The company logo is functional in the communication with your customers and with your industry. This positive communication is the reason why logos should be readable, understandable, and straight forward to what your mission is, respecting your public and your values.
BBC (British Broadcasting Corporation) has a logo that respects the audience. They are present and know how to adapt to the audience needs, they respect their wishes and know that this is the reason they are in the market. In addition, they recognise the collective intelligence in the way they address the public.
The design of this logo is bold and powerful conveying a sense of strength, stability and trust. It tries to make the audience feel safe, confident, knowing that it makes their programmes with care and professionalism. The text is simple and captivates the audience with familiarity. The shape is a rectangle formed by square boxes, inspiring again strength and stability. The colour is black and white. Readable, informative, uncomplicated.
Creativity is a way of living life, embracing originality and implementing different concepts to communicate ideas into reality. According to the Happify Daily, creativity is something that generates a new idea, insight, solution through imagination rather than logic, a different approach to problem-solving. In our competitive world, with challenges, active commercial competitive issues and new proficiency, we need this kind of creativity that pushes ideas into reality with innovation and sustainability.
Amazon is a recognised store with a creative and significant logo. The redesigned logo Amazon is using now tells (and shows) the message that they have every product from A to Z. In addition, the arrow under the word mark visualises a smile that is sent to every customer of the company in the packages. Isn’t it beautiful to imagine all those thousands of smiles travelling all over the world?
Their logo is still simple, in a black and orange colour mirroring their supremacy in the market place and their pride and happiness in providing what the target customer needs. It shows Amazon’s vision to be committed to their work along with their customer-centred position.
THE BRANDING PSYCHOLOGY IN A GOOD LOGO
- A good logo reflects the DNA of the brand with the values that manage the company’s message to the target audience
- It differentiates your company from the competition proclaiming you the best in your space
- It establishes the identity of your brand reflecting the excellence in quality of the products you produce. When your customers look for a product the first thing they notice is your logo and their relationship with it will impact on the buying decision
- It reproduces the marketing efforts of your organisation and holds the power of confidence and the commitment of your business proposal
- It highlights the core principles of your organisation and connects you with your target audience.
HOW YOUR COMPANY LOGO REFLECTS YOUR VISION
- A logo should never be based on a random personal taste. It is essential that it is incorporated into the strategies, ideology, objectives, mission of your company
- The colours, font, symbols need to be committed to your mission because they will affect your customers aesthetically and emotionally. The logo colour, image, icon, shape or font influence your brand and have significant effects on your customer. Therefore, it is crucial to consider the target audience for your products or services before you have your logo designed. According to Colourfast, 93% of buying decisions are made on the visual perceptions the client has regarding the product. A good example is Geico, with the lovely green and blue lizard transmitting care, peace, health to the clients who buy their insurance.
- A logo makes a statement of what your company wants to represent in our business society. Do you plan to share smiles like Amazon? Or do you want to transmit care to your clients?
- You customer will remember you when they see your logo because good logos are timeless. Under different media, scales and generations they continue to communicate your business message.
BRANDING PSYCHOLOGY IN COMPANY LOGOS MAKE THE WHOLE DIFFERENCE
When customers choose a product or decide for a particular service, there is more than their need in their mind. So many times, the purchase decisions are based on long-term satisfaction or trying to reassure the buyers that they are making the right decision.
Understanding branding psychology, business owners should maximise the influence of their logo to build trust and loyalty. It is important to respect the customers and match your offers with good quality.
Loyal customers are those that come back to purchase from your business again. They not only help you increase your profits, but they generate positive word of mouth – a most effective marketing tool. They are the ones that will remember your logo because your logo matches the quality of your service or product. Customers remember experiences. And if your logo reflects that experience, you will be remembered.
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