People are conscious of how others see them. As much as possible people present a strong sense of individualism so that they’ll have a distinct and recognizable identity.
This is also so true in creating a business logo. Logos are the visual representation of the company’s whole being. A business without a logo is thus a faceless man. Of course nobody would want to manage a nameless, faceless and anonymous business entity.
So for businesses not to drift in the competition due to a valueless personality, they have to ask the question: how do we want to be perceived by people, particularly our key customers?
The answer to this question pertains to one of the most essential business strategies, which is making effective marketing objectives. Hence in dealing with communication tools, including company logos, businesses should focus first on communication objectives before the creative aspects of designing.
This step is not only advantageous to businesses but also to professional graphic designers. Graphic designers also carefully study their client’s communication objectives before conceptualizing a design. They are after all not psychics who can anticipate how the brand design should look.
Graphic designers may be creative but they need essential information about the company’s marketing objectives to create an effective design. This is because effective communication all begins with definite objectives.
Knowing about the prospect customer should be on top list of the company’s communication objectives. It’s the prospects’ perception – how they would and should view the company – that matters most.
Then companies should express their desired outcome through a tagline. A tagline provides prospects with the things they can hold on to. Hence, your key customers are assured that the company can live up to what it promises to accomplish.
But it is necessary to acknowledge that brands can’t do everything. For a logo to endure, companies have to ceaselessly uphold their commitments as well as surpass their key customers’ expectations. Plainly put, nothing beats an excellent service performance.