Anton Zabolotsky

What are small but effective things that can help your business and marketing?

Or how logo can be an effective tool to help you represent (and sell) your product better?

Here's how:

You probably have some product or service to sell (otherwise you wouldn't be here, would you?).

You market it to certain people. Tell them that you exist. 

But let's stop right here for a second — because it's the crucial thing.

Exactly how you communicate it to them?

What's the "voice" they hear? What's the image that pops up in their mind?

And let's not forget we live in a busy word.

So when people refer to you, they need some simple way to remember you.

Which means you need something that would represent you — in a simple concise form.

Something that encompasses all of your brand attributes in a visual form.

A symbol. 

Now, this may come as a surprise, 

but here's a good way to think about your logo:

【 LOGO IS A PERSONALITY 】

Brands aren't people, but have characteristics of people.

It's just easier for our mind to operate with labels ("reliable", "professional" etc).

Try to think of a logo as a personality of your brand.

What would it be?

People could foresee what it would be like to have business with you — just by looking at your logo.

Would it portray YOU in a way you like?

Here is the danger of low-quality logos: they can create a bad impression.

And after that, there could be no engagement, no user journey, no nothing.

Thing is, it's not enough to be good. 

You have to communicate it. 

You need to get through the noise and well, make people believe in that, too.

【 IN FACT IT'S A BATTLE FOR CUSTOMER'S MIND 】

Any logo would get you some awareness.

But with one crucial difference — what comes after that.

Which is: what will they think of you?

It could create a positive perception or ruin it.

In fact it's a ruthless battle.

Again — we live in a busy world.

Everybody is bombarded with tons of information and decisions to make.

It's stressful and drains on us.

So our brains had to adapt — by making momentary decisions.

Using labels.

It's not even conscious — more like a gut reaction.

So it's either "Worthy of attention" or goes to mental "trashcan".

Remember the phrase "first impression is hard to change?"

It's not easy to stop perceiving someone differently, right? — after you formed a momentarily impression of him one day.

So what's the key takeaway here?

To put it simply — proper logo creates a GOOD perception of your brand; and is wrapped in a short, memorable visual form.

We can think of it as form of persuasion and communication without words.

That's all.

But so many miss the essence of it and try to think about it in graphic terms. It's not just visuals, 99% of it is what emotions, images, feelings it elicits.

You want to grab their attention, gain their trust and look reliable.

Bad logo makes even good products look unprofessional, less worthy and valuable.

Also makes their parent company look clueless of what you're doing.

Good logo builds trust in you. And trust is probably the single most important factor that helps people choose you over someone else.