When it comes to choosing a logo design, you might be tempted to choose a design that appeals to you. After all, you own the business and you’re paying for the logo. Why shouldn’t it be something you like? I can think of a very good reason.
Because your logo is for your customers, not you.
Your logo will likely be the primary image you use on your business cards, store front, packaging, apparel, and other customer-facing materials. If it doesn’t appeal to them, it will get lost among the thousands of other logos your customers see every day.
Before you hire a designer or start looking at potential logo designs, learn everything you possibly can about your customer. Are they men or women? Single or married? Young or old? Where do they shop? What styles do they wear? The more you know about your customers’ likes and dislikes, the more easily you (and your designer) can develop an image for your business that will appeal to them.
This post, and the previous "critical mistake" post, are great thoughts. This whole thing is such a bitter pill for businesses to swallow, especially for the decision-makers at small businesses who are more likely to (and should) feel an enormous emotional attachment to their business and their nascent brand.
I've found it useful to discuss a client's brand identity the same way a teacher would discuss a parent's child. You have to be honest and open. But you also have to be immensely respectful, and humbled by the fact that the person you're talking to knows their "child" infinitely better than you ever will, even if they might lack your particular specialized knowledge.
Looking forward to the next post. Regards,
Dave
Posted by: Dave Cooper | December 22, 2005 at 10:58 AM