Business owners are responsible for marketing and promoting a business in order to increase the bottom line and plan for the future. Your business branding is an essential component of this. Your brand image will be etched into the minds of your customers, and hopefully in a positive way. When it comes to branding your company, your logo is a central part of your efforts.

Why is a logo important?

Many studies show that people are more responsive to visual images than text. It’s easier to recall a complex image than it is a long sentence, for example. Your logo has to incorporate all of the feelings and elements of your business image and convey them all in a glance. When that glance can have a profound impact on your success, you can see how powerful your image can be when used correctly.

What’s in a great logo?

Designing a great logo can be a tremendously involving process. Don’t let this discourage you. If anything, it should reinforce how important your logo design is.

A great logo incorporates all of the elements of your business in a single image. It needs to distill the attitude and personality of your company in an understandable way. It must be unique but memorable, professional but not without character. Your logo also needs to scale to different sizes, work on print, the Web and on merchandise. It must be flexible but consistent, and this take work to achieve.

Your logo is yours.

Your logo is the face of your business – your fingerprint, if you will. It has the power to summon a range of emotion and ideas from anyone that sees it. It must be tightly associated with your company and your goals. Remember that your logo is yours, and it’s your job to own it and deliver the message that you hope to.

Who should your logo affect?

A great logo speaks directly to your target audience. While the best logos can be understood by all without much confusion, the most important audience is your target market. If your business specializes in products for youth, but your logo looks like it was pulled from a 1950’s newspaper, you might be focusing on the wrong group.

Your logo should appeal to the demographic you are trying to sell to.

Your logo is a vital part of your business. When you have an exceptional logo design, it’s something you are deeply proud of and will take every chance to show off. You wouldn’t sell a product that you weren’t proud of – so don’t put a logo on it that you aren’t equally as satisfied with.