Part Two: An Effective Brand Communicates Goals
An effective logo that accurately communicates its goals, values, and personality is at the heart of any strong brand. But, while your logo is undoubtedly important, it’s just one piece of the larger branding puzzle. Ultimately, how customers perceive and engage with your business truly matters.
As we explored in Part One, your logo serves as an immediate visual representation of your brand’s core values, making it essential that it resonates with your audience. In Part Two, we’ll delve into how to assess your logo’s effectiveness to ensure it delivers the right message.
A compelling logo captures your attention and communicates your brand’s message clearly and effectively. Regular evaluation of all branding aspects, including font selection, color palette, the imagery used on social media channels, and messaging consistency across campaigns and platforms, is crucial to ensure your logo embodies your desired attributes, such as trustworthiness, professionalism, and uniqueness.
A successful brand consistently conveys its story through design elements such as its logo. When done right, a logo can become genuinely iconic, forging a strong connection between you as a business and your potential customers/clients. Join us in Part Two as we provide actionable insights to help you create a lasting impression and elevate your brand’s reputation.
When assessing whether your logo meets those criteria, here are a few key questions you should ask yourself:
1. Does the design of the logo reflect our brand’s values? This question can be answered by examining how the logo communicates vital aspects, such as what type of business you run and what your company stands for. Has it changed since your logo was created?
2. Is the logo still making an impact on customers? Ask yourself whether people are still drawn to it when they first see it or need explanations to understand its meaning. Find out if they remember your company after seeing the logo without any other information. We all know the Nike Swoosh without the word Nike. And the Golden Arches, Apple, Starbucks, MasterCard, NBC, Shell Oil, and Domino’s. You get the idea.
3. How does your logo reflect your mission statement? Consider whether the look and feel of your logo embody what you set out to do when creating the mission statement for your brand.
4. Is our logo consistent with other branding elements across all platforms? Customers should easily recognize your company from all advertising or branding materials such as social media, business cards, website graphics, etcetera – regardless of platform or medium used, from consistent logo use to your color palette, font palette, tone, and mood of your images, etc.
5. Are you staying ahead of trends? How relevant and modern is your perception of your current logo design compared to others in similar industries or markets? Consider if a recent shift in trends would make it an ancient symbol for your brand and ultimately hinder success moving forward.
Asking these questions will help you gauge how well (or poorly) your current logo reflects on your company. And determine whether changes need to be made to ensure proper alignment with the physical representation of brand identity moving forward into its future endeavors.
Here are a few more questions to consider to help you gain insight into what aspects of your brand need to be addressed:
- What message does your current logo send out?
- Could you make changes to make it more recognizable or appealing?
- How do people react when they see your logo? Do they remember or connect with it in any way?
- Are other logos in the same industry stand out more than yours?
- What would you like to achieve with an updated logo, such as increased awareness or recognition or modernizing its overall look and feel?
- How will you measure the success of this new logo compared to your old one?
By answering the questions in Part Two and considering each response’s implications, you can see whether your current logo needs to be refreshed or if some minor updates could work. Or even if you need a new look and feel altogether.
Making decisions regarding changes to visual branding strategies is no small feat. That’s why I always advise my clients not to rush – thinking through all elements carefully will help ensure that your result communicates precisely what you want across all platforms for long-term success.
When you’re ready to take your branding to the next level, we invite you to schedule a consultation. We are standing by to provide tailored insights and guidance to help you create a lasting impression that resonates with your target audience. Contact us today to learn more!
We highly recommend you read Part One in this series if you haven’t read it yet; this Part Two in two-part series yet. In Part One, we discuss the benefits of refreshing your logo and provide a few simple steps to help you accomplish it. You can find Part One on our website or by clicking here.
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