Could Your Logo Be Turning Away Customers?

While your logo isn’t the only factor in driving a successful business, it is one you cannot afford to ignore.

According to Dr. A. K. Pradeep, consumers make buying decisions much quicker than one might imagine. In fact, the subconscious mind is responsible for driving nearly all of our buying decisions. This points to the idea that the initial perception of an image such as a logo can more important than many might expect. The colors, fonts, styles, patterns, layout, etc. can all play a role in making a good first impression on the buyer’s mind.

In addition, paying attention to the details of your logo can create the right perceptions about what your business is and what you stand for. This article will provide critical considerations when it comes to your brand’s logo.

According to Forbes, luxury consumers seek out the perception of value just as much as the value of the product or service they purchase. When it comes to a logo, perception is literally everything. There are three brand strategies you can use to ensure your brand’s logo is perceived at the most optimal state.

Build an Image That People Can Get Behind

The John Deere logo is an example of an iconic brand that is more than 182 years old. However, it’s the logo of the infamous Deer was created 27 years after the inception of the company.

The iconic image of a leaping deer was an image that connected consumers to the values of the brand. The iconic deer stands by the company’s push for perfection and prosperity. The idea of perfection and prosperity is depicted in the deer and have stood the tests of time.

However, building an image that people can get behind means you must understand your customer. You must take the time to discover who they are, what they stand for, what they believe, and how they react to what they see, smell, taste, and feel.

In most applications of the John Deere logo, people can actually feel the deer jumping off of the sign. The end goal of a great logo is to spark the desired feeling deep enough to cause someone to take action without thinking. You grab your favorite drink, food, clothing, etc. purely induced by the buying, subconscious brain.

Pay Attention to the Psychology of Color and Shapes

Color and shapes mean something. There are thousands of studies on the psychology of color and shapes. What this really means is that you should pay attention too.

Looking back and John Deere of recent years, the green stands for luxury and good taste while the yellow depicts positivity and demands competence. Both these colors together and the streamlined exact shape of the John Deere logo as it stands today drives in deep to the subconscious mind the feeling of perfection from exact shapes, prosperity from the deep, dark green, and a sense of trustworthiness from the yellow suggestion of positively competent to get the job done.

What does the psychology and shape of your logo demand?

Engage Others in the Process

The last strategy is one of engaging others for feedback along the logo creation process.

Engaging employees, stakeholders, and customers is a tedious process at times but valuable to build a better connection between real people and what you want your brand to mean. Steps in the design process typically include brainstorming, conceptual sketches, rough mockups, and a final pitch of a logo solution. With each step of the process, there is more meaning unveiled through the use of colors, shapes, typography, patterns, and textures.

The brand then grows into something you will hang your livelihood on.

Getting good, honest feedback and input in what others are feeling when they see your brand helps make sure you get the best brand you can afford. One important note when thinking about engaging others, put a limit to it and timelines. Otherwise, you can end up in what is called analysis paralysis where your logo may go to die.

Keep it objective and on track.

These are 3 ways to build a logo which is strong enough to compete and beat out your competition. Having a logo that clearly communicates who you are and what you stand for at only a glance isn’t an easy task. Create an image that lies at the center of everything you do and represents you well.

Sources:
The Buying Brain: Dr. A. K. Pradeep

What Makes a Great Logo Design?

Your Logo Isn’t Your Brand

Although the words “logo” and “brand” are often mistaken to be synonymous, your logo isn’t your brand. A logo is certainly a vital piece to building a great brand, however, your brand is really your reputation. Your reputation is created by what you do, what you say, and how you look. Often the first interaction a customer will have with your brand is your logo. Your logo creates the first impression, and you don’t get a second chance at a first impression.

Most people understand the importance of a logo for a company, there’s no debating that. However, what really makes a great logo?

Making a Great Logo

Have you ever wondered if you’re missing new business opportunities based on the quality of your logo design? You can be if your logo doesn’t resonate with your audience or if it does not capture your brand’s essence. The overall marketing significance of your logo design for your brand plays a major role in your brand’s perception in the market. If the links between your logo, brand, and potential customers are not fluid, you have a valid reason to consider redesigning the logo.

The development of a logo may depend on the type of logo you are looking for, have or want to fine – tune. Below you have some factors to consider when deciding whether it is time to design, redesign or modify the logo of your company. We will use actual examples of major brands and highlight things you might not have known about.

The Concept

The concept and underlying idea of the logo are extremely important and valuable as well. The way a logo designer incorporates a company’s name to a logo can be simply brilliant. When done right, it looks easy and the instant you look at it makes sense. Often you can simply look at a great logo and say “ It’s so simple, how did I not think of that?! ” What makes the following designs so great is their simplicity, and how the symbols clearly represent the name of the company.

 

Top Brand Logo Designs

Top Brand Logo Designs

Unique Factor

The original design of the logo is an obvious factor in the perceived value of the logo. Originality can be found in many ways, but it certainly helps your logo to stand out amongst your competitors and other companies. When thinking about some of the most iconic logos, you can see how they are all very original.

Legibility

For 99% of logo designs, legibility is so crucial. The name of the company needs to be read easily and quickly so that customers can understand who the company is and how meaningful it is to them. For the majority of companies, the selected typeface used in a logo should reinforce the personality of the brand.

Although readability is such an important component in a logo design, there are some well-known brands whose logos are difficult to read. For instance, the Mossimo logo has been around for nearly 30 years, and it is unique and still widely-recognized in the retail and clothing sector even with letters that are not completely legible.

Using Lettermarks

One of our favorite logo design variants consists of a unique set of letters or original letterforms that create the logo. For instance, Disney, H&M, and Coca-Cola are all hand-drawn letterforms which make these logos very distinctive. For such logos, special attention must be paid to keeping the individual letters consistent in some manner, such as maintaining a similar x-height, angle, baseline, or stroke weight. If variables exist in these things, the design of the logo usually starts to be less coherent.

Iconic brands that use letterforms for their logo

Simply Iconography

Many logos have a word mark, letters describing the company name and an icon. The logo icon is a symbol which can be used with the word-mark or without it. for these big name brands, the icon may be the only thing needed to recognize the brand. A recent customer who came to us to design his logo wanted a small, simple ” checkmark ” icon that can be used without a wordmark. The following examples show popular brands using iconography for their design of the logo.

Popular brand icons

Popular brand icons

Attention to Detail

Of the world’s top brands, nine out of ten logos are easy enough to be seen in small sizes. But why do we see some brands that own logos with a substantial amount of detail which often present challenges at small sizes or when reproduced in certain ways?

Attention should be paid to detail, which can be very important for luxury brands. Extreme detailing in some logos can be lost at smaller sizes, and are often difficult to reproduce in silk screening or embroidery. However, the richness of a detailed logo often strengthens its luxurious appeal when done well. See all the details in the following logos about a story and its heritage.

Luxury Logo Designs with Ornate Detail

Luxury Logo Designs with Ornate Detail


Wanting a New Logo for Your Business?

Longitude° has been helping businesses align their design, strategy, marketing, and operations since 2010. With our proven process, we can guide you towards a more profitable brand that you’re proud of. Don’t hesitate to contact us at (417) 986-2336 or email Jeremy at jeremy@longitudebranding.com.

Save Money on Marketing Your Independent Boutique Hotel with a Great Brand

As a boutique or independently owned hotel owner, you want to effectively market your brand. However, getting a strong return on investment (ROI) may be a challenge. For example, many independent, boutique hotel owners and managers are spending upwards of a $1000 a month on marketing. What they typically lack, though, is measurable results from their marketing spend. This lack of return can typically be pointed back to a poor or non-existent brand strategy. In this article you will learn some ways that a brand strategy and better visual identity can affect your marketing efforts for the good and create measurable returns on investment.

There are several ways how having a strong brand strategy and visual identity can greatly enhance and improve a hotel’s marketing efforts. Below are the four most effective strategies.

  • Develop a Strong Market Position
  • Understand Your Guests Needs/Decision-making
  • Have a Well-Crafted Message that Resonates with Guests
  • Create Better Brand Identity to Drive More Valuable Customer Perceptions

Building a great brand by implementing these four strategies can save your hotel from the effects of wasted marketing dollars. Great brands are contagious and the consumers start becoming brand ambassadors. However, getting to that point requires dedication to a clear strategy outlined in these four steps. As you execute on these strategies you will start creating better ROI from your marketing efforts. Helping your guests become evangelists for your brand becomes the end goal with the right strategy in place.

Develop a Strong Market Position

A market position is defined as the consumers’ perception of your brand in relation to other hotel options in your region. As an independently owned boutique hotel, your resources are very likely limited when it comes to marketing and branding expertise. However, that does not limit you on your ability to develop a strong market position.

Some of the steps any boutique hotel owner can take to develop such a position are:

  • Create a position statement – what do you stand for and why does it matter?
  • Identify how your position statement stands out against your competitors. What other offerings do consumers have when they come to your geographical location?
  • Create an outline of where your brand fits in the midst of all of the competition. This might look like a market position map of sorts.
  • What are the conditions of the marketplace? Is tourism up/down? What are guests looking for? Do you offer something unique that they cannot get anywhere else in the region?
  • How is your independent boutique hotel unique? A strong market position requires a clear differentiator. Something more than just a bed to sleep on.
  • Consider hiring a third party to provide some qualitative and quantitative testing of your market position. Will it hold up? Is it accurate?

Understand Your Guests’ Needs a Decision-making Process

Your brand identity and marketing message should align with your guest needs and be communicated through channels they use in their decision-making process. By understanding your guests, you can communicate clearly with them the way they want to be contacted. For example, maybe your guests are more advanced in age and are not on Instagram. Those dollars once spent to attract guests can be used where your customer is, in this case maybe the dollars are better spent on newspaper or radio? Once you have a clear market position, communication becomes the next most important thing. Rather than cast big nets to draw in guests, you can focus your efforts getting much more return for every dollar spent. Meet the customer where they are at. Know them and know their process for making a decision when it comes to lodging in your town.

Have a Well-Crafted Message that Resonates with Guests

When it comes to marketing, getting the message right is critical. There are examples over and over again where the brand message significantly increases the consumer perception of value. For example, big hotel brands use things like a robust reward program to drive engagement for frequent travelers. In fact, just recently Marriott merged loyalty programs of Starwood Preferred Guest and Marriott Rewards for exactly that purpose. The benefits for frequent travelers in their program are things like…executive lounges with gourmet snacks and drinks. What message resonates with your guests? What matters to them? Craft a clear message that reminds guests why boutique is unique.

Create Better Brand Identity to Drive More Valuable Customer Perceptions

Brand identity is defined as the image which is connected to your independent hotel’s brand culture. It typically includes a logo, typography, fonts, colors, positioning, white space, and strategy. A better brand identity improves customer perception. However, it is important that any change is executed right. You must be careful to build the image that drives perception of value. While there are several examples where building a brand identify have failed according to the brand and marketing community, most brands only fail if they don’t deliver increased perception of value to their buyer. The image should be designed to reflect your customer. Apple, Google, and Amazon are three companies that are good at building brand images and experiences that resonate with their customers.

In summary having a good strategy and solid brand identity helps guests connect with your independently owned boutique hotel. When they are connected to your brand’s position you turn guests into raving fans. They create a sense of need for the experience they had with your brand. Guests remember amazing experiences and associate brand image with that experience for good or for bad. Experience is important.

When guests are in love with your hotel experience and the brand image is strong, over time they will stand up and fight for your brand when needed. There are examples where boutique hotels were rebuilt after a disaster like a fire or a flood. While the hotel owners didn’t always want to rebuild, those that did were driven by their guests. When you have guests, who stand up for what your market position is, you have a powerful way to increase sold-out nights, price per night which result in increased revenue and profits. You must remember that guests want an experience… not just a bed to sleep in when it comes to going boutique.

What is your guest experience like?

 


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Communication Without Connection

Great communication should create a connection, not just relay information.

con·nec·tion – a relationship in which a person, thing, or idea is linked or associated with something else.

com·mu·ni·ca·tion – the imparting or exchanging of information or news.

People don’t communicate through words alone, but primarily by emotional exchanges.  This is why branding matters and is so important to businesses.

Studies show that our brain makes judgments about what someone is saying based on their “emotional tone” or rather: body language, eye contact, facial expressions, how distracted they are, and the tone of their voice. We make these judgments before our brain even begins to interpret the meaning of the words we’re hearing or seeing.

1. Connection Makes for Better Communication

As a business owner, you need people to hire you, buy your product, or service; but if you’re only focused on convincing people to buy your stuff,  you’re doing yourself a great disservice. Great businesses focus on truly understanding their customer’s perspective, needs, and desires – doing their best to build a connection with them. If you only focus on your communication technique or savvy marketing campaigns, you can certainly fail to connect with people. Even worse, you could even communicate that you are disingenuous; causing even more harm to your reputation.

Too many businesses start trying to communicate before they ever try to connect. Here are just a few downsides of communication absent of connection:

  • People are turned off by you before they ever give you a chance.
  • Your logo or brand identity conveys a different message than you want. People view you as 2nd-class, the cheapest option, a low-quality business, or just don’t understand your business at all.
  • You invest a ton of money in a marketing agency, or on an ad campaign and don’t see any ROI.

Improve your emotional awareness towards your customer and the right words will follow, but it won’t work the other way around.

When you genuinely care about your audience, you will feel more connected to them. And when there is a good connection, good communication comes naturally. Being disconnected makes for poor communication – and no tricky marketing techniques or big budget ad campaign will change that.

2. Connection Fosters Trust

When a customer doesn’t feel connected to your business, the use of communication tricks and techniques makes them feel manipulated. The more you try to over-communicate, it will make it worse. A person will likely feel that there is a hidden agenda; they’ll believe that your goal is not in their best interest, but rather you’re attempting to get them to do what you want.

This is not a good place to be at as a business owner. But all too many business owners find themselves in this position. Your best chance at building healthy relationships with your audience is to do everything you can to connect with them in ways that don’t seem forced. Subtle ways.

Are you building a connection with your audience? Ask yourself these questions:

  • What is the first impression they have of your business?
  • How does your logo make them feel, or what does it tell them about your business?
  • Do they believe that you truly understand their needs and desires?
  • Are you engaging in a way that’s familiar and comfortable to them, or does it feel forced?

 

A great brand strategy will create a connection.

 

3. Refocusing Your Business

To begin making a better connection to people start by refocusing. Don’t focus on how to get someone to do what you want.

Rather focus on…

  • Listening to people, not just talking about how great your business is
  • Being genuinely curious to learn about people, their perspective, their troubles, their desires
  • Ensuring that you understand their motivations
  • Improving your product or service to provide people the most value and features that they really want

Remember, you must convey that you care about people and that you truly care about providing them an immense value. If you fall short of this, your connection to them will be lost – what you say to them won’t matter, they won’t care about how awesome you say your product or service is, and your message will fall on deaf ears.

Great communication should create a connection, not just relay information.

In Conclusion

Forget about convincing customers through tricky communication methods. Get connected with your audience right now. It starts with truly caring about people, and beginning to see that your brand is not just a logo or a catchy tagline – It’s your reputation. It’s how you make people feel.

Connecting with your audience will help you to communicate better. More importantly, you will show people you care – which will increase loyalty to your brand.

You will actually experience what it means to have a great product or service that helps people, rather than just talking about it.

 


Want to Make a Stronger Connection?

Find out how BrandGPS by Longitude° can help your business grow. Learn More

 

 

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