How To Make Your Logo Stand Out Amongst Your Competitors

On March 2, 2013, wrote:

The only real problem with a free market system is that there’s a lot of white noise. Although it is generally expected that companies that offer the best products, services, and pricing will float to the top, it can sometimes be difficult for consumers to sift through the detritus and find the business that actually offers just what they’re looking for. This leaves you in the unenviable position of trying to be heard above the din, so to speak. Even if you put the competition to shame, you could be facing a long road when it comes to reaching consumers and convincing them that you’re better than the rest. This starts with stellar products and services as well as competitive prices, but it also requires you to get creative with marketing in order to interest the public at large, as well as work on a brand strategy that turns your company into a household name, and a trusted one at that. And while creating your logo might not seem like a big deal amongst everything else you have to accomplish on behalf of your business, it’s more important than you might imagine.

Your company logo is a graphic representation of your brand, and more than anything else it will come to symbolize your business, implying all of the traits that the consumer public comes to associate with your company as a whole. Consider, for example, the power of instant recognition enjoyed by some businesses due to their logo. There is the strength represented by the Nike swoosh, the futuristic innovation of Apple, and the warm and inviting golden arches of McDonald’s. Can you even call to mind the logos for their competitors, like Reebok, IBM, or Burger King? As you can see, the logo you use to symbolize your company can play a major role in branding, and it can help or hinder your efforts to stand out from your business competition.

So how can you engineer a logo that not only represents your brand, but also speaks to the public and leaves your competitors in the dust? In truth, it’s no easy feat, and you’ll have to put a lot of thought into the process. A good first step is to hire a professional graphics artist to help you out. This pro can take your input and use his own expertise to steer you towards a simple and streamlined image that will grab attention and instantly convey what your company is about. The process may revolve around artistic principles like color, line, and aesthetic design, but there is definitely a cerebral element involved. What do consumers extrapolate from an image of a mountain, for example? Strength, endurance, or an association with nature? All of the above? What might they see in stylized renderings of a mermaid, a leaping stag, or a target? These are questions you need to answer before you settle on a business logo.

Since your logo will go on everything from store signs and packaging to promotional materials, you need to think about what it conveys, how it represents your brand and your ideals, and how it stacks up against competitor logos. So spend the money to hire a professional and spend the time to determine what it is you want your logo to do for you. The success of your business will ultimately hinge on the products and services you provide, but only insofar as you can get them to the consumer public. You’re logo is only a part of the mechanism that makes that happen, but it’s an important part.

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