Why bother thinking hard about your logo?
And what does it have to do with dating?
Every business’s dream is to have customers swear by their products or services, wishing customers were in love with what they have to offer. Unfortunately, since you cannot (yet) shake hands with a brand at a friend’s party, smell its perfume as it passes you down the main street, or have a romantic cheese and wine date with it, you’ll have to resort to other methods of signalling your surrounding who you are and what your company is all about.
Much like with human attraction, a relationship with a brand starts with a first impression. In other words, if you want there to be a ‘second date’, you better spruce up your game for the ‘first encounter’. In that sense a logo is much like a dating app’s ‘profile-picture’, it needs to simplistically reflect your personality, identity and merits.
Sounds easy right? Well… it is far from it. Just like in the dating world, you will not be the only one putting themselves out there, so dedicating thought and resources towards your brand’s identity is a very crucial step in ensuring your success as a brand.
Additionally, all of your future marketing materials will be heavily influenced by your logo. Think about your website, products, brochures, videos and business cards. They will all need to extract their visual language and identity from your logo. Having a great logo that allows flexibility of application on the one hand, while on the other hand crystallising exactly what your brand is all about will help you place yourself ahead of the competition.