Do you need a logo before you get a website?
I’m often asked this question during consultation calls by curious individuals in the beginning stages of starting their brand. I decided to kick off the New Year by answering this frequently asked question to help other determined individuals who want to build a memorable brand in 2019.
I firmly believe you need a logo before you get a website for 3 main reasons—your logo is the face of your brand, the logo design process establishes the solid foundation you need, and the logo design process aids you in avoiding a disconnect with customers and/or clients.
Your logo is the face of your brand.
Honestly, I personally believe you can’t be a strong brand without a logo. Your logo visually articulates everything your business stands for. For a quick second, think about your favorite brands in any industry. They all have a professional distinctive logo for their brand. Why? Because they understand the importance of how a logo affects the consumer. Now more than ever, consumers have thousands of options to choose from. Your logo will help someone remember your brand.
It only takes consumers 10 seconds to form a first impression of a brand’s logo, but it takes 5-7 impressions for consumers to recognize the logo.
If you choose to not invest in your logo, you are communicating to consumers you are not responsible and shouldn’t be taken seriously.
The logo design process establishes the solid foundation you need.
According to the Small Business Association 30% of new businesses fail in the first 2 years. Unfortunately, the number 1 reason is due to poor planning. When the average person thinks of the logo design process, you may only consider the deliverable i.e. the logo. However, when you partner with a professional, this person spends a great deal of time understanding you, your business goals, mission, vision, style, your target market, and the current market.
A lot of research is done before ideas are sketched and logo concepts are designed. This research allows the designer to strategically build you a strong brand. A developed brand capable of standing regardless who tries to copy you or when new competitor rises. You need an expert who understands design, you, and is skilled in giving you a distinctive brand identity.
The right color can improve readership by 40% by making messaging easier to read and more visually appealing. Color is one of the first things our brains perceive from a brand, so it’s often the first thing that pulls us in.
Avoid disconnect with the customer.
You want the first impression to capture the attention of your target audience not repel them because of the design choices you made. Some people undervalue color and font selection, but this type of thinking can limit the growth of your business.
90% of consumers expect that their experience with a brand will be similar across all platforms and devices. They expect a seamless transition between web and device-native applications through color, flow, and overall quality.
When you forgo the logo design process, you are swimming in the danger zone. You are playing the guessing game because you do not have the market research you need to support your design choices. This knowledge, through the logo design process, provides you clarity and gives you a comprehensive look. If someone discovers your website, social media graphics, or other marketing collateral they will see a uniformed look building trust and loyalty with consumers.
Consistent brand presentation across all platforms increases revenue by up to 23 percent.
I understand branding is an investment. However, it is one when done well, will yield a return in the long run.
Comment below if you have any questions or concerns regarding the logo design process.