A logo is arguably a business’ most valuable asset. No other part of your business can build brand recognition quite like a logo. So why is it that often small business owners choose a template logo that has been ‘customized’ with their business name? When you are trying to grow your business, why not invest in something that is only going to help you build your business?
I want to dive a little deeper into why a custom logo is SO important for your growing business. A custom logo offers a few things that any premade logo just can’t do.
Your Why
Why did you start your business in the first place? Chances are, you had a passion for what you are doing. Why else would you want to invest so much time and effort (and let’s be honest, a lot of tears and late nights)? Now imagine this; the same passion for your business is reflected in your logo! For instance: a dance studio owner is passionate about dance, performance, children, and teaching. Her logo should reflect movement and cheery-ness! Rather than just choosing a logo from a lineup that “looks good” she is choosing to have a logo DESIGNED to be intentional tell the story of her brand.
This is true for you too. I’m sure you want to have a logo that tells your story. Your story is something unique to your journey and your business. That’s why it is so important to work with someone who’s experienced in telling stories through design. It’s something that really comes down to being intentional and creating a custom logo. It’s something that just can’t be achieved by picking a logo out of a lineup.
Your Values
Your values have defined you. Not only that, but they have defined how you run your business. What values do you have that set you apart from your competitors? I encourage you to think about those and write them down. Those values are going to guide your business decisions and lead you to what will make your brand stand out from the crowd. Those unique values are the exactly what goes into creating a logo that’s perfectly unique- Just like you and your business.
Your Ideal Customer
Who is your ideal customer? What are they like? If it helps, create a profile for them including a name. Here is an example of a customer profile:
Bridget is a 28-year old young professional who works full-time as a nurse and is pursuing her passion for photography as a side-hustle. She has two young kids at home who inspired her to pick up the camera in the first place. She has had a lot of interest from friends, family, and even people she works with to take pictures but now she is ready to get serious about her photography and grow it so she can pursue it full-time. She has limited time to spend on marketing her business so she is ready to hire someone to help her get the job done.
Now imagine this- Your logo is designed to speak the language of your ideal customer. It caught their eye while browsing online and immediately they want to know more about your product or service. How cool would it be if your logo was able to reach out to your ideal customer and create a relationship that would lead to a sale!?
I know budgets can be tight when you’re running a small business and you want to make every dollar count. But, when you want to grow a business, having a brand that is designed to communicate your “Why”, promote your “Values”, and speak to your “Ideal Customer” are going to help you get to where you want to be.
