5 Reasons why your logo isn't working and could be losing your business.We live in a land of confusion and a sea of impatience. We flick through adverts, websites and TV programmes at lightning speed. We are blasted with thousands of promotional messages every day. So why do we think our little graphic logo will attract customers?. Now forgive me for being negative in this post. I do get more positive near the end so keep reading. Reason 1 – We’re not big enough. We see the big corporates such as Nike, Apple, Amazon and Microsoft and we believe that to be like them we also need to have a prominent logo. Yes, we do but, these big guns have spent hundreds of millions of dollars educating us on what they do and what we get when we buy from them. This is called Brand Awareness Marketing. Reason 2 – We don’t have the cash. We don’t have the kind of deep pockets these big boys have – but we do have something just as good, I’ll get to that in a bit, so keep reading. Reason 3 – We don’t have the time. Using traditional Brand awareness marketing takes an awful lot of time, years in fact. If Nike were to take out a full-page advert in a National Newspaper and simply put their logo in the middle of the page, we would understand straight away who they are and what they sell. This kind of understanding doesn’t just happen overnight. It takes years to build this kind of recognition and as reason 2, many, many millions of dollars. Reason 4 – We can’t copy their style. Because we have seen these brand awareness campaigns, we believe that we can do the same. We think that just by putting our logo on our marketing collateral such as leaflets, business cards and websites that surely everyone seeing our wares will understand what we offer and jump straight to the phone to make contact. Sadly, this doesn’t always happen, if ever. A good example of art over function is a company down the road from me. They have a lovely new van parked on the street. The van has a great looking logo along with their website and phone number. They do however have a strap-line that says ‘Stimulating your senses, but I’m still none the wiser. Now I pass this van pretty much every single day and I’m sure hundreds if not thousands of others do too. Sadly the owner of this business is missing out on valuable promotions because it's unclear as to what they are offering. Now the designer of the said vehicle livery might have a great showcase in their portfolio but, their client is left with a design that is doing nothing for them.
“If you're struggling to get your brand across in any way, I highly recommend a session with Simon. I had an hour with him and he cut through me like a hot knife through butter. I have total clarity now. Thanks Simon”
Mark Attwood – Author and Entrepreneur.
“I recently had a few sessions with Simon. We’d been working on understanding our brand for the last 2 years and in just 2 hours we had achieved more than we thought possible. It was like the missing piece had been handed to us”
Gareth Stubbs – Owner and Co-Founder D – Toxd ‘The Retreat’
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