Often times, the first impression a potential customer gets of your brand is your logo. Just like when someone goes on a blind date, they want to put some time into how they look, how their appearance is going to make their potential suitor feel, and if they are going to make a lasting impression. They wouldn’t want to show up just out of the gym, with their hair a mess, and a slight odor coming from their pit stained gym shirt. Trust us here, this does not work.
The Blind Date
When a potential customer first encounters your brand, consider it a blind date. The logo of your brand functions as the first impression. This means that your logo needs to be pleasing to the eye of the appropriate target market, as we all like to pretend that we do not just like someone for their looks. That is completely the case here. Some call it vanity, we like to call it marketing.
The thing we do not want to overlook is the phrase, target market. The look and feel of your logo need to reflect a style that is going to attract the right market to the entirety of your brand; remember, that your logo is just the first impression.
If McDonalds had a logo that looked like The Cheesecake Factory, there would be a disconnect for the type of customer they are going to attract. This would create unclear expectation of what the food quality would be, the dining experience, and how inexpensive/expensive the food is going to be.
A Clear and Consistent Message
It does not matter what side of the spectrum your brand wants to be on, there are high-end and low-end brands in every market imaginable. What is important to take away from here is that your message needs to be clear and consistent from the very beginning.
There is an inevitable factor in today’s world, that if it is not handled the right way, can tear a brand apart. That is called the world wide web. For companies that existed before the web, their branding has to go through a transition period. This can be a rather lengthy process that needs to be thought about from every angle possible of your brand.
What a lot of companies seem to miss, is that they get part of their brand transitioned to the online world, but they forget about the little things. The little things that one may deem as unimportant are the little things that the companies that have made it to the top, understand matter.
One of those ‘little things’ is making sure that your logo stays consistent, yet up to date with your brand. This can sound like a contradicting statement; so to put it into situational terms, let’s say that blind date we talked about earlier didn’t go so well, and they are still looking for ‘that person’ 10 years later. To attract the right potential suitor, they should probably update their profile photo on their dating sites, asses how they dress since they are not 20 years old any more, and make sure their life habits mimic what they want to attract. By doing this, they are updating their branding and in a result will attract the right kind of target market.
When rebranding becomes a reality to your company, because let’s face it, it probably will. It’s important to keep that first impression strong, and to not forget about the little things. A logo that was created for print in 1982 may not give the same message and attract the right customer now that it is being presented on the web. It may be time for an update, which means it’s time to reach out to a specialist who not only can help you with this, but can help you look at your brand as a whole and how you are going to transition onto the web successfully. Remember, we don’t want to be the person who shows up to our blind date just out of the gym, with our hair a mess, and a slight odor coming from our pit stained gym shirt.