Branding is an essential part of the overall marketing strategy for your business. It encompasses the tone of voice, personality, colour scheme, and fonts your business uses, and can also include your business values. And all of these elements can be wrapped together into one image: your logo.
Your logo is not your entire brand, merely one part of all the visual elements that represent your business. Your logo should help customers connect to the overall business by leaving a lasting impression on them.
So how does a customer choose your brand over a dozen others on the shelf?
Having an aesthetically pleasing logo, something that's eye catching and best represents your business and what it stands for, can help you communicate your brand vision to customers and show them why you’re different.
Creating a logo for your business has loads of benefits, such as setting you apart from your competition and helping create loyalty with consumers. Whether it’s a text-based logo, an icon or pictograph, or a combination of both, your logo will help you market your business and make it memorable to customers.
In this article, I’ll tell you 5 key reasons why your business needs a logo.
1. It makes your business stand out
Your logo gives you an edge over your competitors – it sets you apart in the same way a jersey differentiates one basketball team from another. Your logo, splashed up the side of your work van or hand painted lettering proudly displayed on your restaurant’s front windows, speaks volumes about your business before customers view your products and services.
Using logo generators can help you kick start your business, however it goes without saying that your business doesn’t stand out in a crowd of people wearing similar generic shirts. For example, if both basketball teams had similar generic designs that didn't differentiate them clearly from one another, the referee would have a difficult time determining who was on what team, and it would detract from the game.
Having a custom made logo that’s unique to you and your business tells your customers that you care about how your business is presented and represented. And using the right font, colours, and imagery can help convey your unique marketing message more clearly – for example, your business might be the only t-shirt manufacturer that’s committed to recycling cut-off fabrics into their clothing range, as seen by your patchwork logo. This sets you apart from your competitors whilst driving home your sustainability messaging.

2. It’s recognisable and memorable
Your logo tells people “this came from your business”! It’s identifiable, it is synonymous with your business, and it represents you visually. Logos allow people to recognise your products and services instantly, and ideally, they will associate the sight of your logo with the memorable experience they’ve had with your business.
Let's be honest, people may forget your business name, but they're less likely to forget your logo if the design leaves a lasting impact on them. Working with a good design team that can help you communicate your brand vision is important in the process of creating a good logo to represent your business.
Now that you’re wearing a unique jersey, the other players (your customers) won’t pass the ball to the wrong team (your competitors).
3. First impression about your business
Your logo is the first introduction to your business that a customer receives – be this on a business card, your social media icon, or the design on your coffee cup. It offers a perfect opportunity to show why you’re different from the rest: why your business is the better option.
With your logo, your business has the opportunity to have a positive first impression on a new customer. If well designed, unique, interesting, it can increase their interest in purchasing something from you, or working with your service-based company. It also has the power to introduce your company as an expert in your professional space.
For example, a business that repairs and builds guitars from scratch can communicate to customers that they’re an expert in this space by incorporating a guitar or elements of the instrument into their logo. The same impact is not presented by words alone, no matter how beautiful the cursive is.

4. Helps create brand loyalty
Customers love consistency – it’s one of the core things that creates returning customers, knowing that your products and services are trusted, reliable and consistent every time. Your logo has the potential create a returning customer base if they've had a positive experience that they associate with your business.
As your business grows, your logo will become recognisable to a wider audience and your consistency (in delivery, service, quality) becomes recognisable too. Having your logo spread across your online presence, the products you offer, and displayed on your employees’ uniforms will help establish your brand in the minds of your customers.
Once customers like you, they create an affinity with your business and become repeat customers, seeking you out time and again. And your logo is at the heart of those interactions.
5. Delivers your message
Branding is a vital part of your marketing plan that helps get your marketing message across, and your logo acts as a conduit of your brand identity. Through colours, tones, fonts, imagery, it can help to tell the story behind your business.
Your logo is used across a myriad of branded materials – business cards, uniforms, website landing pages, company stationery, social media and more. Through clever design, your logo can set you apart from your competitors by conveying some of your core messaging upfront, like your values.
Take the patchwork logo example above, for example. As a eco-conscious consumer, are you more likely to buy from the generic t-shirt brands, or from the company that cares so much about their mission to recycle waste, they’ve incorporated that message into their logo design?
Conclusion
When you’re starting your business from scratch, don’t head for the cheap or placeholder options for the logo that’s going to represent your dream. Your logo has the opportunity to leave a lasting impression on a customer, and your first impression matters.
Logos have the power to deliver your marketing message, carry your brand vision, and speak volumes of what you represent just from the image itself – through use of colour, font, style, and clever design. Creating a recognisable image allows customers to associate your logo with your business, and attach the positive and memorable experiences they've had with your business to that logo. It's a powerful tool for building brand loyalty and returning customers.
Need a logo?
If you are considering creating a logo for your business, or a redesign of your existing brand identity for your company, it’s vital that you work with a design and marketing team that can bring your vision to life and understand the key messages behind your business.
Visit Modek Media's services page for information on our design and marketing services, from full branding packages, to individual logo design. We work with you to bring life to your brand and tell the story of your business through imagery.
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