Logo Development: The Foundation of Your Branding Strategy

vector logo elements set 4-energyBranding strategy plays a vital role in a company’s success in today’s competitive markets. Your company brand is not just a name or symbol; it represents the relationship with your consumer. Creating strong brand equity is important to position yourself in the market and create consumer awareness – whether you are an entrepreneurial start-up, small, medium or large enterprise. And your company Logo is the building-block on which your entire branding is based upon. From the company website, newsletters, visiting cards and stationery to packaging materials, brochures and promotional materials, the logo brings them all together to give a face to your brand. This course gives a great insight into how your logo helps create your brand’s identity.

Logo creates the identity of your business and reflects your company’s personality – youthful, energetic, colorful, dependable, professional, elegant etc. It’s the foundation of your brand marketing strategy and should be designed carefully to capture your consumer’s imagination. So, if you want to create a good first impression in your consumer’s mind, then you’ll find this article helpful. We’ll be discussing the various aspects of logo design and branding, the tools required and its importance in building customer perception and loyalty!

Importance of Logo

The logo symbolizes all that your business represents – your promise to your customer, your services and offerings, quality, reliability and everything that makes your company different from the rest. It’s the first step to brand positioning and development. Think of it as the unique identity through which customers will recognize your company and are left with a lasting memory of your brand. Learn more about the importance of logo in branding strategy in our beginners course on Logo Design.

A logo should not only be simple to understand and unique but also effectively convey the message of your brand. An example of a strong brand is the Nike logo – a simple tick mark that’s easy to understand, memorable and conveys the company’s message “Just Do It”! Wonder what its creator, Caroline Davidson, had in mind when she came up with this brilliant logo of an idea? Let’s read ahead on the steps involved in logo designing and some important tips that you must keep in mind while designing a logo. This beginners course on how to design a logo can help you get a head start.

Features of a Powerful Logo

  • Should be unique and easy to identify
  • The colours and image must be associated with your company brand
  • Fonts should be legible
  • Must synchronize with company name and convey the right message
  • Should be easily memorable and make a good impression
  • Must be compatible to use across platforms

Logo Designing: Steps Involved

Designing a logo is the most challenging part of creating a brand for your company. It needs to be original, must represent a Unique Selling Proposition (USP) of your business and stand out from the crowd. Here is a step-by-step guide to doing so:

Market Research – Before building the logo, you must conduct a research of the industry, target audience, the competitors and logo designs that have clicked in the past. Find out what’s the message to be communicated through your logo, current trends and customer preferences etc.

Logo Design Research – Creating great logos requires a focused approach and lots of creativity. Originality and versatility are crucial for a logo to succeed in the market. Having said so, it’s important that you research on good, quality logos for inspiration and help you get started. There are many online resources like LogoDesignLove or LogoMoose that give great ideas for logo designing and success stories from the past. For a detailed insight into the logo designing process, take this course that walks you through the logo design from start to finish. 

Initial Design Work – After you’ve done your research, inspired yourself and understood the message that needs to be communicated, sit down with a pen and paper to jot down ideas, draw rough initial sketches and visualise the concept. Use the powerful designing tools like Smart Objects on Adobe Photoshop or Vectors on Illustrator CC to come up with good logo designs. This specially designed course can help you learn how to design professional looking logos Adobe Illustrator.

  • Choose the right font – the typography should be simple, legible and must gel with the logo imagery. Try not to go over-board while modifying a font or creating a new one. Be aware of the amount of text to be read, the space available and colours etc. While creating a new font, find out about font licensing issues and process to stay safe.
  • Brainstorm for ideas – Discuss with your creative team, explore fresh ideas for the logo design and narrow down the choices for better clarity. Avoid imitation or even copying from royalty free images and be careful not to steal somebody’s ideas even if done unintentionally!
  • Image Selection – While choosing the imagery, give importance to its size and position, relevance to your brand, depiction of movement to enhance your logo and don’t forget to keep your target audience in mind.
  • Tones and Colours – Colours chosen must not be too gaudy and must synchronize with the company brand. Remember, the logo designs must look good both in colour as well as black & white. Give careful thought to the tones and contrast backgrounds too. Use free online tools like LogoMaker or Logo Design Studio that have amazing templates and features.
  • Good Taglines – The logo also incorporates a good tagline that delivers the brand message of your company. The taglines must be simple and go hand-in-hand with the overall logo design. Be careful not to stuff it with too many words and make sure it’s as powerful as the logo itself. Our advanced course on Branding Strategy will equip you to build a powerful logo and a strong brand for your company.

Make it Functional – Your initial logo design is ready after a lot of brainstorming. Now, you must make sure that it looks good in different sizes, on different platforms and works effectively on various applications. Whether it’s a computer screen, a mobile app, on the TV, prints and billboards, you should ensure that the logo design is consistent all through.

Get Feedback – After you’ve created the design with all its functionalities, it’s time to get some constructive feedback. Show it to your colleagues, family and friends; ensure that it’s not conveying something rude or naughty unintentionally. Sometimes, when we are closely associated to a project, we fail to notice the fine points. Get feedback and set right things before it’s too late!

Compatibility with Social Media – Make sure that your logo design fits into the formats of the various social media websites. With the help of free templates like the Social Media Artwork Template created by WickieMedia, you can find out how your logo will look on these platforms.

Creating an effective logo design is the first step to brand development. With a powerful logo in hand, you can now create an integrated branding strategy.

Branding Strategy

Equipped with a good logo and brand name, you must now focus on brand positioning, development and management to gain a competitive edge in the markets.

Brand Positioning – Position your brand clearly in your customer’s mind and make a good first impression. Establish strong benefits and values with your brand; create excitement and a sense of surprise with your advertising and marketing strategies.

Brand Sponsorship – You must decide on brand sponsorship techniques by adopting from any of the four popular options – manufacturer’s brand, create a private brand, marketing licensed brands or collaborate with a partner to create co-branding sponsorship. Brand sponsorship is crucial in the launching of a brand and its success thereafter.

Brand Development – Once you have positioned your brand and selected a sponsorship method, you would be looking at the development of your brand. You can choose from several options like Line Extensions, Brand Extensions, Multi-branding, creating new brands etc. to chart out your branding strategy. Building a strong brand development strategy is as important as the development of products and services itself.

Brand Management – Create strong customer experiences and perception with effective advertising and marketing campaigns. With the advent of technology, brand management has evolved over the years. Manage your brands carefully; adopt online and digital marketing techniques, make sure your brand delivers its promise, engage your customers continually and be aware of changing customer preferences. This course can help walk you through how to build and manage a strong brand.

Brand Equity encompasses all that your brand means to your customer, whether it is the performance of your product or service, its benefits, accessibility, customer service or the brand impact in the market. Integrating your brand with the overall marketing strategy and being consistent in establishing your brand are two crucial factors in brand development and management. Remember, building strong brands is the cornerstone of your company’s foundation and has an important role to play in organizational growth. Read more about how to brand yourself, along with your business. 

To conclude, creating a good logo, choosing a brand name, effective brand positioning and developing an integrated branding strategy are the basic pillars of a strong marketing strategy. If you are an entrepreneur, a marketing professional or an established businessman, it’s imperative for you to focus on branding for increased business growth.