Does Your Logo Truly Represent Your Business?


Does Your Logo Truly Represent Your Business?

Many businesses have a logo as part of their business branding, and this is often the first thing people remember of the business, e.g. golden ‘M’ arches of McDonalds, the tick swish of Nike and the yellow and black triangle of the Commonwealth Bank.

So when we know visual cues can be powerful triggers, I believe it’s very important to invest time and money (and some thought as well) into the development of your business logo to ensure it portrays the image you want people to associate with your business.

Because if you just have an ‘anything will do’ or ‘that looks cute’ attitude or thinking, it may backfire on your business.

Case in point:

I saw a banner sign on a house fence for a skin specialist in my local area, and I thought ‘good on them, there’s another new small business for the suburb.’ Then I looked further at the sign and this is what I saw.

1. No website address or contact name – only a mobile number.

In this day and age, every business must have a website, and there’s plenty of free options you can use when you’re starting out and budget is tight so there’s no excuse.

A website and social media are the first two places people go to do their initial research to see if they even want to connect and consider working with you so I hope this business gets a website and lets us know who they are very quickly.

2. The logo.

The sign outlined a few areas of expertise as a skin specialist and there was a logo in the corner. But do you know what it was? A cute looking dog.

Now you may be thinking, ‘Oh it really doesn’t matter, and anyway, that’s OK because I’ll remember the dog’, which may be true. But here’s my first impression when I saw the logo. It was a skin specialist business which treated dogs and/or animals.

And this would be the first question I asked when I rang the mobile number because of course, I can’t check out the business online – no website and no name so I can’t connect on social media. But that’s if I decided to contact them at all because they’ve actually made it very hard for me to engage with them, haven’t they?

Now to be fair, I haven’t phoned to confirm if the business treats people or animals because I didn’t want to embarrass them or waste their time as I wouldn’t be their client. But maybe I should because they are displaying, at face value, some classic traits of The Reluctant Business Owner, that I talk about in my book The Five Little Business Pigs, and my mission is to help owners build simple profitable businesses that they actually love.

Hopefully though, this example proves my point that some thought should be put into your business logo, not just into your business name and colours – without getting into paralysis analysis which can be the other end of the spectrum.

My business logo is a magnifying glass because as a Speaker and Consultant, I delve into businesses to solve problems and find untapped opportunities. My business name is Business Scene Investigation and I’m known as The BSI – which is a play on the TV show Crime Scene Investigation so sometimes people call me ‘The CSI for Businesses’ – hence the magnifying glass.

So if you have a logo or are considering a new one, here’s the five questions I would ask as part of the development process:

  1. Does the business need a logo (and it’s ok if the answer is no)?
  2. If yes, what is the purpose for the logo (otherwise what’s the point)?
  3. Does the logo truly represent what your business and your brand stands for – colours, imagery etc?
  4. Is it easy to remember?
  5. Does it also look good as a black and white image? If it’s on an electronic letterhead, most people won’t print in colour unless directed to (to save ink toner).

We know first impressions can make or break businesses so let’s ensure our business logos only serve to help our customers do business with us, rather than creating confusion or indifference.

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