Think of the top 10 most valuable brands in the world: Apple, Google, Microsoft, Amazon, Facebook, Coca-Cola, Samsung, Disney, Toyota, and McDonald's. As you read those names, what popped into your head? Perhaps it was an experience you had with those brands, or maybe it was their logo.
An identifiable logo helps increase your band's recognition monumentally and enables you to grow your market share. If you're a small business, you may be tempted to invest less in a logo or not get one at all. Yet, there's real value in having a recognizable logo attached to your brand. We'll talk about the reasons investing in a logo can make a difference in your business.
Why is a brand logo important?
A logo reveals your identity
Your brand logo is the symbol you place on everything related to your business. It tells your customers who you are, the services you sell, and your customers' benefits. Your logo is the cornerstone of your company's narrative and influence's your customers' initial thoughts on your business.
A logo invites your customers in
Customers get to know brands through their logos. It's why you're able to picture all of the logos from the brands above. These days, your customers have short attention spans. If you want to sell your services, having a logo that grabs their attention in 2 seconds can be the difference in whether you sell your services to them or not.
A logo distinguishes you from your competition
Your logo will become who you are. But before you create a logo, it's helpful to do an inventory of your local competition's brand logos. Later in this article, we'll see how your logo will help you position your company as unique in your market.
A logo facilitates brand loyalty
Has there ever been a time when you had a favorite brand redesign its logo? I can remember when Pepsi redesigned its logo in 2009. I had become so emotionally invested in their brand image that I instantly rejected their new logo because it somehow changed what the brand meant to me.
While this type of emotional response could be considered illogical, it also highlights the impact a brand logo can have on positioning your brand in the customer's mind. However, for marketing purposes, re-branding is often seen as a much-needed update.
When you have a well-designed logo, you effectively foster that brand loyalty that keeps your customers coming back. They know your company, know your logo, and know what to expect from your pest control services. If you don't have an identifiable brand logo, it's challenging to establish that positioning.
A logo is versatile
A logo should be leveraged on all of your marketing, shirts, trucks, website, media, and more. It's a way to advertise your message consistently, whether you're on the job or online. Most small companies can't afford to leverage brand advertising, but when your customers or potential customers see your logo driving around town, that's a subtle reminder of your presence in their community.
When you develop a brand message and successfully tie it back to your logo through marketing, you'll solidify your company. And you can't possibly do that without a logo.
Tips for creating a powerful brand logo
Reflect on your brand
How well does your brand logo reflect your brand? How will it reach your target market and customers? Take a moment to consider your brand ideology as a pest control company and how you hope to grow in the future. This matters when it comes to your logo!
Make sure your logo captures the nature of your business
Your logo becomes your brand identity. How does it align with your other marketing practices? Are the colors and fonts consistent? Does it align with your company name?
Ask yourself, "Are you comfortable with this as your first impression?"
This speaks for itself. Your logo has contact with all customers and potential customers. You want to make sure it makes an excellent first impression.
Use color intentionally
Colors are a way to evoke emotion, and this rings true when you design your logo. For example, red is a passionate, aggressive, and energetic color, while blue symbolizes feelings of intelligence and togetherness. Use this color symbolism intentionally so that your meaning is conveyed – even subtly – to potential customers.
You also want to do a color inventory of the competitors in your market. If 80% of your competitors are using red as their primary brand color, it would be wise to stay away from red for your logo.
Choose the right font
Your font says a lot about your brand's personality, and it isn't something you should choose randomly. Your goal should be a unique font and high-quality font that can be easily recognized. You want people to see your font and associate it with your brand.
Keep it simple
We could talk about logos all day, but ultimately you should stick with one or two colors, fonts, and other elements. At first glance, your viewer should get the message of your logo. It shouldn't overwhelm them. A simple logo with a memorable design can help put you ahead in the pest control industry.
Make it scalable and colorless
A great logo design is scalable and impressive while colorless. A scalable logo is adaptable to any size. Whether you're printing it on a shirt or on the side of a pest control truck, your design's details should still be visible.
Additionally, there are undoubtedly times that you won't be able to have a full-color version of your logo. Colors are essential (as noted above), but newspaper ads, stationary, and documents often have black and white logos. Your logo should still be powerful even when you strip away its vibrancy.
Final thoughts
Your logo communicates who you are in your community. A great logo is especially important for a pest control service looking to grow market share in their local market. Your logo should be versatile and scalable, so reflect on what you want to show your potential customers and create a simple but unique design.
For more on logo development and branding, visit our website.