Take a hard look at this incredible photo. What do you see?
Did you say the Pepsi logo? If you work for Pepsi, it’s the first thing you saw.
The fact is, your logo is not a particularly effective marketing tool.
Seems pretty straightforward right? A logo is at the top or bottom of your communications pieces. It doesn’t say much beyond we are.
You can invest tons of energy into having your logo mean something – and successful companies do just that. But even a well-known logo like Pepsi, with all the money and investment that have gone into filling out what it stands for, still only says we are. It doesn’t make you thirsty.
Businesses love their logos though. Just seeing it out there on a hockey rink board or community event banner or baseball cap, gives them a thrill. (I have witnessed it on many occasions, so please trust me on this one.)
Not so much of a thrill for your customers though. Quite honestly they don’t give a rat’s about your logo.
How do I know this?
Why I’m a consumer! And so are you. Do you pay attention to logos? Of course you don’t.
“But a logo is brand awareness,” I have heard it argued.
Nonsense. It’s only logo awareness and very poor awareness at that because it’s fighting for attention with 25 other bushy-tailed logos and a hockey brawl! Or whatever other real-life scenario is going on around the swooshes and ellipses and sans serif fonts.
If you want my advice, stop spending your money on marketing your logo. Market an audience benefit instead.
Much better idea. No business ever got rich selling we are.