Having said that why is a logo a “must have” for a small business? The answer is simple…for the same reasons why a small business must have a brand:
» To stand out in a crowded market
» To create memorability and recall value
» To represent the product and company in the best possible manner
Logos have visual appeal and human beings as creatures of sight tend to rely more on the visual aspect of their environment. Getting a logo even if you are a small business owner is a necessity not a luxury that only big businesses indulge in. Here are 3 reasons why a logo is a “must have” part of a good small business branding strategy:
1. A Logo is the Face of Your Business
Just as your face represents you and is how the world knows you or rather recognizes you, a logo is the face of your business. It represents who you are and what you stand for. What would happen if we did not have faces? It would be virtually impossible for us to be recognized and known. A logo breathes life in to a business by giving it a distinct image and appeal.
For instance Under The Mango Tree, a for-profit social enterprise has an interesting logo…that of a mango tree, what else? The organization works with people from rural India and their logo is symbolic of the popular meeting place of the village folk…the tree in this case…a mango tree. The logo is instrumental in connecting the venture with the cause.
2. People Remember Logos Better
Yes…people may find it difficult to remember names but they generally remember logos better. The Coca Cola bottle with its distinct shape has become a logo which is as enduring as the brand which has stood the test of time.
A company engaged in the manufacture of paper from elephant poo has an endearing logo of an elephant surrounded by a ring which gives the impression of a seal. The name Haathichaap is the Hindi equivalent of “elephant brand”, something on the lines of the otherwise popular lion brand. A clever way of associating the product with the animal that inspired its creation!
A familiar logo on a new product is definitely instrumental in boosting the sales of the new item mainly because people attribute its quality to that which has been already established. Investing in a logo makes long term business sense simply because it can be used on new products that you may choose to add to your repertoire.
3. A Logo Is Distinct
In an intensely competitive market, standing out is what matters. A logo gives you and your products a distinct identity. Explaining the genesis of your logo to your customers could also prove to be an important aspect of you branding strategy. The logo of eCoexist is an example of a logo that is distinct and can be interpreted in different ways. The frog is used instead of the letter “x” in the name of the company and the website explains exactly why and how this amphibian stands for their aims and objectives.
Getting a logo/designing one need not be an expensive exercise. Small businesses can float a contest inviting people to design their logo. A small investment in prize money is all that is required to try out a great way of getting people to participate while creating visibility for your venture!