It’s All About First Impressions
I think its safe to say we’ve all been there – business is a bit slow and we start itching for the next client, or next big sale. Before you know it, your mind jumps to a conclusion: I NEED A NEW LOGO!
Now, let’s stop there for a second. You MAY need a new logo (happens to the best of us) but let’s take a moment to analyze that impulse, where it comes from and what it really means.
A logo is not just a flashy, hip picture next to your company’s name. You’re looking for a mark that expresses your IDENTITY. It’s a symbol to communicate your company’s essence at a glance. To accomplish this, you need to know what aspects truly shape your company, and how to clearly communicate them. Before you jump on the new LOGO train, you really need to know your BRAND.
Your BRAND is the public impression of your company as a whole. The logo is a part of it, but so are your photography choices, the wording of your emails, even they way your employees answer the phone. Your brand is the sense a person takes away after they’ve interacted with any aspect of your company.
Do you really know how your company comes across on the phone? Do your employees who man the phones really know how you WANT it to come across? Have you actually had someone critique your website (aside from your extremely biased assistant’s girlfriend)?
If the answer to the questions above is a resounding “YES,” then WELL DONE! You’ve got a great foundation to start thinking about that New Logo. If the answer is “no,” then now may be the right moment to start sorting out exactly what it is that makes your business tick.
One way or another, your company is leaving an impression. It pays to make sure that it’s the RIGHT impression.
– Geoff Shafer