Please raise your hand if you’ve ever been daunted by the thought of creating or updating a logo and didn’t know where to start?
You think to yourself – there’s loads of great logo’s out there, some are simple, some are complex, but the great ones are all memorable.
How did they do it? It’s daunting enough deciding whether I have toast or yoghurt for breakfast – or both – let alone design something that will be the emblem our company hangs it’s hat on.
Well, there’s good news, creating a logo doesn’t have to be that daunting. With the right steps at your disposal, you could easily be on the path to create an engaging, visual logo that encompasses your brand.
Ready? Let’s dive in.
Drop the pencils.
We won’t be drawing today.
Before you even think of picking up the crayons and start creating a logo, we’re going to make sure that you’ve covered each of these steps below.
1. Understand a logo is not a brand.
A brand is a reputation. A brand is made up of many ingredients. The simplest way to understand the difference between a logo and a brand, is to understand that a brand is what people say about your company when you aren’t around. A logo is simply the visual representation of your brand.
In the same way, that someone’s face doesn’t tell you everything about said person, their face is merely a visual reference point, the same goes for your logo. When I mention brands like Coke, Nike, Mercedes, there’s a high chance the first thing that you thought of was their logo.
2. Research your target market.
Once you’re clear that your brand is in a healthy position and it’s just your logo that needs a fresh coat of paint, you should get stuck into your research.
Conduct interviews with past and present customers, as well as prospects to gauge your brand and understand what they like about your brand, what resonates with them, what is it you do extremely well and better than your competitors.
Then, once you’ve gotten a lot of useful insights, use the high level responses to deliver quantitative surveys and get statistical significant responses. These answers will help shape your brand positioning and give an indicator as to what the logo should present like.
3. Develop your brand strategy.
Next, it’s time to either revisit, or create your Brand Vision, Mission, and Values.
Spend time crafting these elements as they form the essence of your brand.
Think of your mission as your destination. Why do you exist, and what are your long term goals? It’s the point on the horizon in the distance that your organisation will eventually reach. We’ve detailed how you can craft an inspiring vision in a previous post here.
Your mission details how you’re going to get there. It’s longer than your vision, and can be up to 2-3 sentences if you need it to be, there’s no hard and fast rule.
Finally, your values are the heart of your brand. They detail what is critically important to your company, and in fact – in our experience – the values of your company are best when provided by your employees.
4. Align your objectives.
After you’ve established your Brand Strategy make sure that your brand, marketing & business objectives are aligned.
Set your business goals, and make sure that the objectives for your company across the brand, business and marketing are all heading in the same direction.
It will prove fruitless if your business wants to head in one direction, and your brand is going to head in another.
5. Determine your architecture & positioning.
No, we’re not building a house, but we need to make sure our brand is structurally sound.
It could be time to review naming conventions. We’ve been involved on a rebrand where the company could have chosen a surname or an acronym as their main brand name.
There’s a number of different ways that your name can be presented to market, and each of them have their pros and cons.
Is your brand architecture structured like Virgin, with multiple sub-brands that all contain the master brand in some element – or are you like Unilever, where no one needs to know or recognise your master brand, but you have multiple smaller brands underneath a much larger umbrella brand that need recognition?
Finally, what’s your brand positioning – is your brand personality more of a Seductress or a Mother? Are you more a King or a Joker? What your brand personality is will help determine how elements of the design take shape.
There’s different ways you can position yourself in market, make sure that you’ve chosen a position that differentiates you from your competitors and plays to your brand strengths.
Now pick those pencils back up…
So, now that you’ve completed these 5 steps, it’s now time to get out the pencils, unbox the crayons, and start working with your designers on bringing your logo to life.
Plus, you know what the best part is?
You’ve learned a lot more about not just what your logo should look like, but you’ve got a far deeper knowledge of your brand.
Need some help with your brand, creating your own logo, or rebranding an existing one? Speak to us today by clicking here