There’s No Point In A Great Logo If Your Brand Sucks

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://unsplash.com?utm_source=medium&utm_medium=referral">Unsplash</a></figcaption></figure><h1 id="0649">Brands need good personalities</h1><p id="ad2c">Let me illustrate this with a dating analogy. Michael (the company) is single but knows he’d like to meet someone (the customer). He dresses up in his best attire, polishes his shoes, gets a flattering haircut, and splashes on some pleasant cologne. He looks sharp, handsome, (the logo) ready to woo someone into a date. (The client.)</p><p id="c62d">He goes to his local bar, hoping to find a person to have a pleasant time with. He spots someone sitting alone at the bar, that he finds attractive. He orders them a drink, makes eye contact, smiles, and approaches.</p><p id="ca1f">The person smiles back and turns to watch Michael approach, a sign of interest. Michael sits, looks them up and down, and licks his lips like he’s wiping them clean after a barbecue lunch during a napkins shortage. He winks, leans in close and whispers, “Are you a Bluetooth? Because I feel like paring.” (Brand message and personality.)</p><p id="88c4">After rolling their eyes, his interest gets up and walks off.</p><p id="15f0">First impressions are everything, and it’s doubtful that Michael will get another shot even if they run into each other in the future. It’s the same for your business. You can have an eye-catching logo, but if your brand message doesn’t resonate with your customer, it won’t matter how great it looks.</p><figure id="8ce6"><img src="https://cdn-images-1.readmedium.com/v2/resize:fit:800/0*igxiKIrxiWcdMFhZ"><figcaption>Photo by <a href="https://unsplash.com/@andytylerphoto?utm_source=medium&utm_medium=referral">Andy Tyler</a> on <a href="https://unsplash.com?utm_source=medium&utm_medium=referral">Unsplash</a></figcaption></figure><h1 id="285b">It’s the customer who decides the success or failure of your brand</h1><p id="c3a3">Today, it’s the customer, not the company that decides if they’re going to go to second base with your business. With the amount of information we’re bombarded with daily, consumers are looking for more than a great price, customer service, or quality. We’re in an age where customers agree to spend their mon

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ey when their principles and emotions align with a brand.</p><p id="fb3b">Like human relationships, your company needs to woo consumers with delight, align with their principles, and move them emotionally. It’s this connection that keeps them coming back for more. It’s no longer about what you offer but rather, how you make them feel. It’s the experience they share with your product or service that drives your brand’s perception. Simply put, your brand is what your customers are saying about your business behind its back.</p><p id="e496">It won’t matter how great your logo is if you haven’t bothered fine-tuning your brand’s <a href="https://en.wikipedia.org/wiki/Touchpoint">touchpoints</a> to connect with the public on an emotional level. A logo is just a cue for customers to recall their experience with your business, whether good or bad.</p><p id="6d58">In other words, your logo, even if it’s the most remarkable logo ever designed, won’t win over customers if your brand sucks.</p><div id="aac0" class="link-block"> <a href="https://readmedium.com/its-good-to-fire-bad-clients-d072e5613174"> <div> <div> <h2>It’s Good to Fire Bad Clients</h2> <div><h3>Remove those bad apples before they rot your time and profits</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*GAMl8LgLTbA_LeDn03lQXg.png)"></div> </div> </div> </a> </div><div id="6777" class="link-block"> <a href="https://readmedium.com/how-i-won-my-sleep-back-f810831363f6"> <div> <div> <h2>How I Won My Sleep Back.</h2> <div><h3>The 9 simple steps I took to defeat insomnia and get a good night’s sleep.</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*QlMSp2s6asY3BurdoPkvfQ.png)"></div> </div> </div> </a> </div></article></body>

Craft your brand’s personality before you craft a great logo

I’ve met countless budding entrepreneurs, eager to start their business, who speak in broad visionary strokes when describing their potential logo.

“It should be a mark that stands out, shows quality, and looks amazing. It should read what we do immediately. I can already picture it on shirts, stickers, billboards, and mugs!”

I used to fuel this excitement while clients signed my contracts, and I rushed off to create dazzling sketches that we refined until arriving at what we both agreed was the perfect logo.

A logo is just a graphic

Today, I convince them not to make their logo the first step. Yes, designing a logo is a rewarding and satisfying project, but I feel I’d be doing them a disservice. Don’t get me wrong, a logo is an important marketing tool, but it’s not the key to success. A logo is just a graphic. What gives it real meaning and value is the brand and the emotional connection that supports it. By brand, I’m referring to how your customer, prospect, and the public at large perceive your business’ name, product, or offer — both mentally and emotionally.

Brands need good personalities

Let me illustrate this with a dating analogy. Michael (the company) is single but knows he’d like to meet someone (the customer). He dresses up in his best attire, polishes his shoes, gets a flattering haircut, and splashes on some pleasant cologne. He looks sharp, handsome, (the logo) ready to woo someone into a date. (The client.)

He goes to his local bar, hoping to find a person to have a pleasant time with. He spots someone sitting alone at the bar, that he finds attractive. He orders them a drink, makes eye contact, smiles, and approaches.

The person smiles back and turns to watch Michael approach, a sign of interest. Michael sits, looks them up and down, and licks his lips like he’s wiping them clean after a barbecue lunch during a napkins shortage. He winks, leans in close and whispers, “Are you a Bluetooth? Because I feel like paring.” (Brand message and personality.)

After rolling their eyes, his interest gets up and walks off.

First impressions are everything, and it’s doubtful that Michael will get another shot even if they run into each other in the future. It’s the same for your business. You can have an eye-catching logo, but if your brand message doesn’t resonate with your customer, it won’t matter how great it looks.

It’s the customer who decides the success or failure of your brand

Today, it’s the customer, not the company that decides if they’re going to go to second base with your business. With the amount of information we’re bombarded with daily, consumers are looking for more than a great price, customer service, or quality. We’re in an age where customers agree to spend their money when their principles and emotions align with a brand.

Like human relationships, your company needs to woo consumers with delight, align with their principles, and move them emotionally. It’s this connection that keeps them coming back for more. It’s no longer about what you offer but rather, how you make them feel. It’s the experience they share with your product or service that drives your brand’s perception. Simply put, your brand is what your customers are saying about your business behind its back.

It won’t matter how great your logo is if you haven’t bothered fine-tuning your brand’s touchpoints to connect with the public on an emotional level. A logo is just a cue for customers to recall their experience with your business, whether good or bad.

In other words, your logo, even if it’s the most remarkable logo ever designed, won’t win over customers if your brand sucks.