Business without a vision is like a boat sailing on the high seas at night without any navigational assistance. Such a business has no reasons for existence, and whenever the tide takes them, they will be at home. This is the easiest way to start a business and set it up for failure right from the word go. The vision should be like the guiding light for the business, and it is imperative that the business articulates it clearly and forcefully in every occasion they find a chance to do so.
It is through an effective vision that the company will find the guidance to forge ahead during tough times. Turbulent times require decisiveness and taking fast action to ensure that the crisis is well managed. During such times, an effective vision will be like the North Star that all the staff can look at and remember where the company is headed to and help navigate the big business ship out of the turbulence.
For many people, the vision of a business refers to some hypothetical words used for branding purposes. This is a misleading notion because a business vision is more than just words and does more than merely help the organization in branding. The vision statement needs to be clear and should always be in a visible place within the business premises so that both staff and employees can see it as many times as possible.
This is how the message of the vision will be passed into the subconscious mind of those who see it hence make it more effective. Such a vision, essentially, should be a combination of ideas and should reflect the following-:
- The purpose of the business and its reason for existence
- The core values of the organization and what it is aiming to become
- The value proposition: the unique things that make the business different from the rest and why others should consider doing business with it
- The Strategic intent of the business as well as its future aspirations
It is no arguing, therefore, that the vision has great importance to the organization, and it is one such component that should never be ignored at all times. So, how then do you ensure that the business logo reflects the vision of the company?
Does the logo reflect the vision?
The business logo is a visual representation of the company to the outside world. It is the link between the business and the current clients, and it is also what the business uses to attract potential clients. A logo is the first point of contact between the company and the outside world hence it should be designed in a manner that will portray a good image of the business to the target audience.
Due to this importance, it is imperative for the logo to reflect the vision of the business so that people can know in an instant about the company, what it stands for, its value proposition and make a choice immediately on whether or not to do business with it.
For the logo to reflect the vision of the business, there are certain design aspects that must be taken into consideration at the design stage. Remember, the logo doesn’t provide you with a lot of space to write a whole paragraph of the vision. The only way, therefore, is to use the various components of the logo to communicate the same message that is contained in the vision statement. This can be achieved by the following-:
Using the right image – images in the logo are not just meant to make the logos appear beautiful. They are supposed to convey a specific message to those who will be looking at the logo. To ensure that your logo reflects your vision, therefore, it would be prudent to use relevant images which will convey the spirit and the meaning held within the vision.
Choice of colors – colors in a logo also are not just to make nice looking graphics. People have a powerful way of connecting to colors and will always give colors different meanings. Therefore, the use of colors in the logo should be in such a manner that it will help in reflecting the vision of the business.
Uniqueness – no business wants to be a copycat, and there will be no two businesses which will ever have the same vision. This should be the same with the logo. It should be distinct to signify it uniqueness and pass across a message that the business is there to offer unique solutions.
Professional designs – when designing the logo, it should be done by professionals and not by amateurs or free logo design software that won’t bring out the vision of the business clearly.
Simplicity – finally, the logo should be simple and one which the target audience will easily understand and find it easy relating to. This is the easiest way to reflect the vision of the company in the most subtle manner. A complicated logo might make potential customers and clients think that you are a complicated establishment, and they may not be open to doing business with you.
The above, if used wisely, will make the logo reflect the vision of the business and, as a result, help in articulating the goals of the company.