5 Reasons why your logo isn’t working and could be losing you business.
We live in a land of confusion and a sea of impatience. We flick through adverts, websites and TV programmes at lightning speed. We are blasted with thousands of promotional messages every day. So why do we think our little graphic logo will attract customers? Now forgive me for being negative in this post. I do get more positive near the end so keep reading.
Reason 1 – We’re not big enough.
We see the big corporates such as Nike, Apple, Amazon and Microsoft and we believe that to be like them we also need to have a prominent logo. Yes, we do but, these big guns have spent hundreds of millions of dollars educating us on what they do and what we get when we buy from them. This is called Brand Awareness Marketing.
Reason 2 – We don’t have the cash.
We don’t have the kind of deep pockets these big boys have – but we do have something just as good, I’ll get to that in a bit, so keep reading.
Reason 3 – We don’t have the time.
Using traditional Brand awareness marketing takes an awful lot of time, years in fact. If Nike were to take out a full-page advert in a National Newspaper and simply put their logo in the middle of the page, we would understand straight away who they are and what they sell. This kind of understanding doesn’t just happen overnight. It takes years to build this kind of recognition and as reason 2, many, many millions of dollars.
Reason 4 – We can’t copy their style.
Because we have seen these brand awareness campaigns, we believe that we can do the same. We think that just by putting our logo on our marketing collateral such as leaflets, business cards and websites that surely everyone seeing our wares will understand what we offer and jump straight to the phone to make contact.
Sadly, this doesn’t always happen, if ever.
A good example of art over function is a company down the road from me.
They have a lovely new van parked on the street. The van has a great looking logo along with their website and phone number. They do however have a strap-line which says ‘Stimulating your senses’, but I’m still none the wiser. Now I pass this van pretty much every single day and I’m sure hundreds if not thousands of others do too. Sadly the owner of this business is missing out on valuable promotions because it’s unclear as to what they are offering.
Now the designer of the said vehicle livery might have a great showcase in their portfolio but, their client is left with a design that is doing nothing for them.
How many missed opportunities?
I see lorries travelling around our roads, huge mobile advertising hoardings for millions of people to see and a large number of them only have the company logo and their website address on.
Now as I started this post I said that we live in a land of confusion and in a sea of impatience so do you think the people who see these travelling advertising boards will stop their cars, grab a pen and piece of paper in order to take down the website or telephone number in order to rush back to their offices and find out what the company they saw is offering – I think you know the answer.
If you’re offering gardening services – tell them just that. e.g. ‘For all your gardening needs call 07798 XXX XXX’.
If you’re a mobile hairdresser – again tell them instead of just having a nice logo and web address e.g. ‘We cut your hair in the comfort of your own home’. So many businesses just don’t do it and they are losing out and it’s such a shame.
Same for coaches – Just saying you’re a coach won’t cut it. Be specific, be clear and be quick.
Your marketing needs to work with or without you.
Be loud and proud and tell your prospective customers what you do and how you can help them. By all means, have a nice looking graphic but, if that is all it is you’re losing out on sales. Your marketing needs to work with or without you. If someone picks up your business card/leaflet, it needs to be clear on what you offer. You shouldn’t be there to explain what it is you do.
Reason 5 – Your logo doesn’t make your brand.
A logo is just like a door number. It differentiates one house from another, similar to your name. Your name doesn’t tell me what you’re like as a person and it doesn’t tell me what you can do for my business or me.
A brand is also like a personality and it’s so much more than just a logo.
So, like a personality, we need to develop more than just a nice-looking logo. We need to take this across all of our marketing. Everything from how we write our emails to the outgoing message on our answer machine, from the way we interact with our clients to how our website looks and performs.
Your personality consists of many things and it’s the same for your brand.
Now I did promise you a more positive bit of this post.
I’ve been working in advertising and marketing for over 25 years now and have helped create some of the world’s biggest brands. In the old days to create an awareness of my client’s business took a lot of time and money, but now we have the wonderful world of Social Media. Using the likes of Twitter, Facebook, LinkedIn and Instagram mean that we can connect with people across the country and the globe easily. We can find our prospective clients and start creating relationships with them. In the days before this we would have been out of reach of the small business owner, but not now. We can show our personal brand, create videos and really engage on a far more personal level than the big brands can.
Make sure that your profile on these Social Media sites tells people what you offer and where they can contact you.
Make it specific, make it clear and make it quick.