My teenage daughters and their friends are very excited about The Logo Quiz game, a new app making its way through the iPod and smartphone crowd. “Mom, do you know this one?” they say as they flash the screen toward me. What I see are all of the elements of a logo, without any of the words.
As a marketer I’ve been fascinated by the major brands whose logos I don’t recognize. In some cases there may be a glimmer of familiarity, but connecting directly with the brand name is tough. Of course there are others where the recognition is instant — Nike being the most brilliant example.
So how important is a memorable logo? Extremely, in the case of this game. But in daily life, as we make our buying decisions, does the memorability of a business’s logo really impact our choices?
At MarketingZone we believe that creating a logo is a necessary step, but not something in which to make a huge investment. As with the example above, most people can’t remember the logo of some of the largest companies in the world. Your logo should be “good enough” to support your brand, but what should be memorable is the brand experience.
So what are the steps for small businesses in creating a logo and brand that will support their business goals? Fortunately today’s marketplace offers a host of options for creating a logo quickly and cost effectively. These articles from MarketingZone will get you started.
Once you have a logo, focus most of your attention on the brand experience that your customers have each and every time they interact with your business. This is what will be remembered, talked about, and keep them coming back.
The logo above is Samsonite