The Importance of Branding ang Logo Design
Businesses go to great lengths to convince consumers to try their products and services. And also to continue to purchase those offerings in the future. Branding is a common marketing practice that businesses use to retain customers. It involves creating a distinct company image of them. That forms a link between the company and quality products and services in the minds of consumers. Logos are a common type of tool that companies use in the branding process. Consider how logos and branding can help market your small business.
Basics of Logo Design and Branding
A logo is a symbol, word, or combination of the two. A company uses it in conjunction with its products or services. Many well-known companies have iconic logos. For example, McDonald’s uses a large golden “M” as a logo. Apple uses a stylized image of an apple with a bite taken out of one side. Designing and displaying logos is a way that businesses get consumers to remember and recognize their products and services. Companies can register logos as trademarks with the U.S. Patent and Trademark Office. Trademark holders are granted the exclusive right to use a registered mark.
One reason that designing and displaying a logo is important is that logos can make a business more visible to consumers. For instance, when a customer is driving in an unfamiliar city looking for a place to eat, the logos of familiar restaurants tend to stand out. If the driver associates a familiar logo with food that he likes or places that have a good reputation, it might convince him to stop rather than frequent an unfamiliar restaurant.
The ultimate purpose of branding and designing logos is to create a sense of loyalty among customers. If a customer is satisfied with a certain company’s products, he might eventually come to favor its products over competitors. Even if he has not tried the competitors’ products. Logos can act as a stamp or seal of quality that loyal customers seek out. In some cases, customers might be willing to pay more for a product branded with a logo that they associate with quality. Even if the product itself is actually no better than the products offered by competitors.
If a business fails to create a successful logo design, it may consider “rebranding.” Rebranding is the process of replacing a stale company image with a new one, which often involves creating a new logo. Rebranding can help keep companies relevant. Also, rid themselves of unfavorable attitudes consumers may harbor toward certain product lines or images associated with the company.