Logo Development: Be strategic
Don’t cheap out on logo development
Yes, we’re calling out a so-called logo development competitor. Because, for some reason, our Twitter feed cropped up an ad for company called Fiverr. (Yes, that’s how it’s spelled.)
Fiverr essentially connects you with a freelancer, which isn’t by itself a terrible idea. But it promotes its logo services as something that can be done cheaply and quickly.
We clicked on the link. Basically, you just select a logo from its library of more than 1,000 choices and pay as little as $5.
Yep, logo development is now just that cheap and just that easy. Choose a logo, make adjustments and, voila! You have successfully branded your company.
Because Stealing Share is a global branding company, you no doubt know where we’re headed with this. Developing a logo on the cheap is ridiculous and, to be honest, a little dangerous.
Logo development misunderstood, underrated in importance
But consider this. The business model of Fiverr may actually work because logo development is one of the most underrated aspects of branding.
Many, like those who buy a logo online for $5, believe a logo should just be something attractive. A pretty picture or something a little offbeat, depending on the decision makers’ personalities.
Ever if logo development goes a little deeper, it’s often based on inside-out thinking. That is, a reflection of the company’s attitude or mission.
Or others simply hire a young art director (or, in this case, a freelancer) to come up with something clever and call it a day.
So, no wonder logo development is underrated and a company like Fiverr can exist (and possibly succeed).
Why most logos are ignored
However. For any brand – whether a Fortune 500 giant or a local shop – the logo is the first impression to the customer. It not only tells prospects who you are, but it also lets them know if the brand is for them.
And the dirty little secret of logos is that most of them are ignored. Like something wafting in the wind that’s invisible.
You see, humans are self-obsessed creatures. Our internal question to every action is, “How does this affect me?” It’s simple human nature, even if we don’t want to admit it.
For that reason, we seek validations of who we like to believe we are. That even affects our purchasing choices. We can gab about the features of a new car we recently bought. But who really compares that deeply across all models?
Those are simply the rationales to back up the emotional reasons why we chose an expensive sports car that gets terrible gas mileage and has expensive parts.
Therefore, the reasons why so many logos are ignored is because they mean nothing to the audiences they are trying to reach. Prospects don’t see themselves in them. Often don’t understand them. And few even make sense.
More importantly, many logos simply aren’t guided by a strategy. A story that tells audiences why they should pay attention.
What a powerful logo can do
With that in mind, why would you even spend $5 on a logo that has no strategy behind it, isn’t unique and sports no reason for audiences to notice it?
Branding at its most effective aligns itself with the highest emotional intensity in the market. (Which is only found through projectable, quantitative research that tests precepts.)
Apple and Nike upended their categories with branding (and logos) that told a story. Apple became a cult (now the world’s most cash-rich company) by attracting those who “Think Different” with a bite from an apple to demonstrate it. Nike transformed the athletic shoe industry by not even talking about the shoe. Instead, it said, “Just Do It’ with a the swoosh representing the Winged Victory os Samothrace.
Apple was for those who think different. Nike is for winners. All emotional ideas with a strategic logo that means something.
In our own logo development, we created a logo that shows pieces being put in place because the highest emotional intensity of the protective fabrics market was being compliant.
Don’t cheap out
Now, it’s almost unfair for us to take a potshot at Fiverr. We get it. But logo development is even more important for the small store with a tiny bottom line. Big corporations can spend millions (even billions) to market the meaning of its logo and the many promises its brand position claims.
Not so for the smaller company. It must take advantage of every inch of real estate to create preference. Nothing can be wasted.
So, if you’re not digging into what really moves an audience to reconsider its current behavior (buying from a competitor), then you’re almost doomed to fail.
Five dollars for a logo may seem cheap. But it’s actually highway robbery.