I see you. You’re out there, giving it your all, chasing your dreams with relentless determination. You might even be rocking a DIY logo, trying to save those precious pennies. But let’s be real, that makeshift logo might just be holding you back.
Am I biased? Ok maybe just a little. But I also have over 15 years of experience working closely with small businesses and seeing their post rebrand transformation; the goal-hitting moments and the evolution of turning their daydreams into reality.
Pop the kettle on, light a candle and take a seat. I’m about to shift your perspective from feeling indifferent about investing in your brand identity to understanding why it’s an absolute necessity.
One: Your ideal client is judging the pants off you
(Figuratively, not literally. That would be weird.)
Let’s start by shaking up a long-held belief: your logo isn’t always the very first impression.
However, this doesn’t diminish the significance of your logo; it transforms it. Your logo becomes a multifaceted gem, capable of influencing how clients perceive your brand at different stages of their journey.
We’re now in a world where aesthetics are a defining factor in the decision making process of your clients investment, even for service based brands.
Once the logo is in place, you have the strongest of foundations to build out all of those added extras; that beautiful packaging of the welcome gift your client can’t wait to share on Tiktok (hello free marketing!) to those perfectly formatted proposals and social media posts.
Your logo resonates with your audience’s values and aspirations, making it an integral part of your brand narrative.
Two: Credibility is a priceless commodity
In this ever-skeptical world, a cohesive brand identity is a visual declaration that you take your business seriously and are committed to delivering top-notch products or services.
Even if you know the level of service you’re providing is exceptional, if your brand looks cheap or in it’s hot mess era, it reflects onto every surface of your brand too.
Three: The small bis world is a crowded stage. Stand out for all the right reasons.
Competition is fierce in the small business world. To stand out and capture the attention of your ideal clients, you need to make sure you leave a lasting impression for all the right reasons.
In an ideal world, we’d like to believe that our dream clients stumble upon our website and instantly choose us. But in reality, it’s likely they’ve already explored your main competitors and possibly made enquiries with several of them.
Consider this scenario: You’re in search of a copywriter for your small business and you’ve narrowed it down to two candidates, both with perfect portfolios and identical fees.
Copywriter A. Her logo made you go “ooo this is niceeee”, her website is not only a show-stopper but it works and flows seamlessly. Her enquiry proposal is slick and has been tailored to your brand needs. Even her client contract matches the aesthetic of her website. Every touchpoint exhibits consistency in colors, typography, and brand details, exuding quality and professionalism.
Copywriter B. Her logo is pretty but dated, she’s rocking that watercolour floral aesthetic of 2014. er website appears hastily put together, with mismatched fonts and a somewhat chaotic layout. You received a Word document proposal that’s not mobile-friendly and appears rather plain, with just a logo, basic text, and an oddly placed image. Her contract is also in Word format, with colors that don’t quite match the proposal. It’s evident that she hasn’t paid as much attention to crafting every aspect of her brand.
I already know you’ll choose Copywriter A. The investment into her brand will have made a lasting impression on you but she couldn’t have done that without her logo forming the foundations.
And that’s the goal; leave a lasting impression on potential clients to stand out in a crowded market.
To wrap up
In the dynamic, ever-evolving world of running a small business, the role of a logo as the ultimate first impression has shifted. Clients now form multifaceted impressions through various touchpoints, including social media, online reviews and recommendations.
Nevertheless, your logo remains an invaluable asset. It has evolved into a symbol of recognition and trust, a tool for differentiation in a crowded market, and a visual testament to your brand’s credibility. Your logo is no longer just an introduction; it’s an enduring mark that influences your clients’ perception of your brand at various stages of their journey.
So, as you sip your coffee and bask in the soft glow of your candle, remember that your logo is a powerful tool, capable of leaving an indelible mark on your clients.