Friends, your friendly neighborhood strategist and creative here to help dispel a little myth… The Myth of the Logo.
See, logos are an interesting beast when it comes to your overall brand and marketing plan. You have to have one, right?! Of course! And of course, you want the coolest logo that tells your story in a snapshot and makes your brand a household name that no one can live without. That’s the goal!
But when it comes to the impact of the logo? It’s really only about 5% of your overall marketing scheme.
Why only 5%?
Here’s the deal. Yes, your logo should be on everything. Yes, you should have a strong, outlined, clarified brand book (and website!) that tells people how to use and NOT use your logo. For instance, some logos just look like a nubby blob when they’re too little (your designer should be testing those things!).
But the real reason I tell you the logo is only 5% is because EVERYTHING ELSE YOU DO must support it, and you.
You can have the coolest logo our area has ever seen, but if it doesn’t have great marketing and materials surrounding it? Well you’ve just spent a chunk of time and money on a fancy picture.
Here is a list of things to keep in mind as you are developing your logo/brand:
- Who should be seeing your logo?
- What all kinds of materials is your logo going on?
- When do people most often interact with your logo?
- Where do you want people to see your logo?
- Why is what you’re doing impactful and how does your logo represent that?
- How is your advertising going out the door?
Once you’ve taken some time to consider these questions, you’ll have an even stronger idea of who you are, and what your logo is going to represent for you. And remember… It’s the people-driven components of who is interacting with your brand that will help you define and refine your brand from a cool idea to a revolutionary product to market.
Now… go forth and logo!
