Does Your Logo Match your Brand Image?

Logos are the main pillars in the branding of any business. A good logo should have the ability to connect well with potential clients and pass across the central marketing message in a clear and concise manner. In this case, it will be permanently etched in the memories of the customers and it will also work magic in getting new clients for the business. However, this may not be the case if the logo has no coherence with the brand image of the business. But to understand how logo works together with the brand image and why they need to match, a thorough understanding of brand image is important.

Brand image explained

A simple explanation of brand image is the impression created in the mind of the consumer about a particular product, service or company. The brand image is developed over time following the consumer’s interaction with the company, products or services. A consumer can also develop such an image following the various advertisements run by the business.

It is worth pointing out at this juncture that since advertisement can also be used in formulating the brand image in the minds of consumers, it implies that the materials used in the advertising will play a crucial role in the formation of the image. These include graphical materials such as company logos, the theme colors of the business, the tag lines, central marketing messages, and the tone of the advertisement amongst others.

It is regrettable to note that many businesses have failed miserably in creating coherence between their business logos and the brand images. When this happens, the consumer will have two conflicting impressions about the same business in the sense that the mental picture they already have in mind and what the business is trying to show them are completely different. Such a conflict is a perfect recipe for mediocre branding for the business. A good way to evade this, however, is to ensure that your logo matches the images that your consumers already have about your products and services or the image that you would like them to form in their minds about your products or services.

It may sound like a big challenge how to know what your consumers or prospective consumers think about your business, but the truth is that you don’t have to be a rocket scientist to decipher this. It all begins at the very initial steps of your logo design. It is at this point when you paint the picture about your brand and incorporate it into your logo design to ensure that once the logo is complete and released to the masses, it will be in tandem with the brand image you wanted to project. Here is how to ensure that your logo matches your brand image for successful branding of your business-:

Strategize from the word GO!

The first step in having a logo that is sure to match you brand image is to consider the image at the very beginning of the logo design. This is when you will have the ability to decide on the various components of the design such as the right choice of symbols, typography, colors and other aspects that will help your potential customers connect and relate with the logo.

Never skip the boring but crucial research bit

Failure to match the logo and brand image can happen when adequate research was not done during the logo design phase. The ideal purpose of doing this kind of research is to get a deeper understanding of the audience in your target market.

The research will also reveal to you what the competition is doing and if there are any gaps the competition has left or created which you can maximize for the benefit of your brand image. The research will also reveal to you what is working and what is a flop in the market so that you don’t come up with designs chasing after fads or those that will not make any sense a few years from the date of design.

Use professionals in the design of the logo

With the advent of the internet, logo design has become as simple as clicking a few links, uploading some images and downloading what many refer to as a logo. The point is that the process of having a logo has been simplified that many people don’t see the need of using a professional designer to create their logos. In addition to this, they fear to spend money on a logo design service, not realizing that by using the amateur designers, they stand to lose a lot in the long run as opposed to using the services of professional logo designers.

Therefore, if you want to increase the chances of your logo matching the brand image, you have no choice but to use the services of professional logo designers. Other than their skills, they are well versed in other areas of branding, and they will be in a better position to help you create the image you desire in your audience’s minds and use that image to come up an appropriate logo that will help you your efforts.

 

Learn how to create a professional marketing strategy here!