What Is a Logo: What’s Their Purpose For Your Business?

Matt Adams Branding

A great logo design is essential in identifying a brand. But what is a logo? And what is their purpose for your business? Click here and find out!

On average, we come in contact with about 5,000 ads each day. These ads introduce or remind us of brands that want our attention.

With so many businesses vying for attention, how can a business make sure their brand gets noticed? The easiest way is to make sure you have a logo that can stand out from the crowd.

What is a logo, though? A logo is more than a pretty picture. Your business has to represent a lot of information in that one piece of branding material. To do this, you have to understand the importance of your business logo.

What Is a Logo?

A logo is a visual representation of your business brand. It helps people identify your company. It’s the first step in making people decide whether they want to interact with your brand.

A well-done logo helps you stand out from the thousands of other brands people interact with daily. To create a logo that stands out and represents your company, it’s helpful to seek advice from people well versed in the marketing world.

People will create a judgment about your brand within the first 27 seconds. This means your logo needs to catch them quickly.

The Purpose of Logos

Each piece of your logo represents a message you want to share. The graphics, colors, and fonts involved all work to create that eye-catching message.

You want enough creativity to stand out. You don’t want so much creativity that you cause confusion about your brand, though.

Your logo is your businesses face to the world. You want something simple enough to add versatility to your brand, but you don’t want a bland logo. The main purpose of the logo is to identify who you are.

Creating a First Impression

You have limited time to create a good impression on new leads. Within those first 27 seconds, they will decide if your business is worth a second look. Your logo is that first impression.

People will see your logo before they know anything else about you. While it can take up to seven interactions before people remember you, they will still hold onto that first impression.

Your logo creates that first impression. It attracts or repels leads. Your logo is the first aspect of your overall brand that helps people decide if they want to learn more or move on.

Establishing Recognition

A logo acts as a visual tool to establish recognition for your brand. Logos add an 80% increase to brand recognition for consumers. Recognition is the first step to brand loyalty.

Logos come to mean different things for people as they interact with the brand. They will associate their own memories and experiences with your logo as they come to recognize and trust you.

This added meaning helps create a community around your brand. Your loyal customers create a bigger meaning around your logo as you establish yourself. The logo is the place where this community starts.

Your logo makes your brand recognizable and memorable. It’s a tangible picture they can point to and share with others.

Emotional Connections

Every aspect of your logo helps establish an emotional connection with consumers. This is important as 95% of purchase decisions are based on emotional responses.

The graphics you choose help people make connections to aspects of their own lives. The fonts you choose convey a feeling about your company as well.

Are you playful and fun? Are you serious and professional? The graphics and fonts you choose help establish these feelings.

Colors are also important for these emotional connections. People associate colors with specific feelings and ideas. How you showcase and mix colors help people associate you with certain emotions.

For instance, bright colors give the appearance of youthfulness. Simple blocks of color like black and white give a feeling of maturity. Every color also has its own meaning and how you mix these can act on emotional responses.

Communicating Brand Values

What is most important for people to know about your brand? Your logo can convey this message without words if you do it right.

Think about your company’s mission statement. You can add elements to your logo to create a visual representation of these values. This helps you tell people what’s most important to know about your company.

Consider Nike’s swoosh. It gives the feeling that making things possible for people is important to the company. The “Just do it” aspect also gives you the idea that your goals are attainable.

All this is done with a simple symbol. It creates a focal point that represents your company values and ideas.

Create Brand Unity

Your logo also helps unify the brand message and representation. You want people to recognize your brand no matter what platform you use.

Your logo helps establish the colors, fonts, graphics, and statements you want to represent on all advertising platforms. Your products and logo should complement each other. Your message and logo should complement each other.

Every aspect of your brand can work together if you use your logo to establish a unified look for your business. This helps you establish even more trust with customers.

Influencing Purchase Decisions

All the connections you make with your logo help influence people’s purchasing decisions. Your logo should create a positive emotional response with your ideal customers. It creates an expectation of what you will offer them.

If you do the research to determine what your ideal customer looks for, you can create a design that makes them want to purchase from you. You’re telling those leads what you’re about and what you offer.

If you catch the right people with your logo, you can lead them further through the purchasing process to see you have what they want. That’s why it’s so important to capture the right people from the beginning.

Logos, Brands, and Marketing

What is a logo? It’s your ticket to finding the right customers. It’s the first step to your overall branding and marketing strategies.

If you aren’t sure where to start, we have some great options to help. Contact us to get started building your marketing strategy, no matter what stage you’re at.