It’s important to understand exactly what message your brand is sending out toward your prospective customers – and that includes your logo.  You may think your brand and/or logo is saying one thing, when in fact it is saying something completely different.

Check out the photo, taken by my fellow tribe member, Carlos Garcia, Orinj Studios.  Hmm…two males and a female with arrows pointing in opposite directions over their heads.  What does this graphic say to you?  What do you think it means?  Well, it doesn’t mean a lot to me.

Without any context, it’s hard to decipher – and this is exactly how your prospective clients may come into contact with your logo: without context.

See the World Through the Eyes of your Target Market

So how do you compose a logo that attracts the clients you really want, regardless of context?  By creating a logo that appeals solely to your target market, of course!  Envision your ideal client: their likes, their needs, their expectations of your product or service.  This isn’t about your personal preferences; it’s about appealing to that ideal client.

For example, if you’re selling luxury travel packages, you don’t want a logo that has the look and feel of a budget travel company – so no suitcase clip art.  Rather, you want a font that carries a more elite feel, rich colors like golds and silvers, and a simple, yet elegant, icon.  But if you’re selling surfboards, you wouldn’t take the same approach.  Instead, you would want to use cool lookin’ colors, with a maybe a more playful (but still legible) font and some sort of fun, “gnarly” icon.

Analyze Your Current Logo – Today!

Try asking your current clients, business associates, or even your prospective customers the following questions about your logo:

• Do you think my logo represents my company well?

• Does my logo look professional?  Does it look appropriate for my business/industry?
• Is my logo relatable?
• Is my logo easily identifiable?
• Is my logo distinguishable from my top competitor’s logo?
• Will my prospective customers know what I do after a glance at my logo?

Here’s the thing: if you don’t hear the responses you’re looking for, you may want to consider freshening your company’s image by updating your logo.  It might even be time for a complete brand revamp, from scratch.

Are you curious about what YOUR logo is saying? Find out with a personal Brand Alignment.

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Oh, and did you guess that the picture above is a sign for an elevator?  I sure didn’t!