No matter what industry you are in, you want your target audience – your potential customers – to trust you.
If you’re in the service industry, your customers need to know that they can trust you to deliver what you promise, whether it is a service, information, or a product.
If you are a professional, i.e., if you are an attorney, a counselor, a physician, an event coordinator, etc., you want to be perceived as completely competent, so your customers feel utterly comfortable in following your advice and directions.
This is the perception that your logo must create a within the mind of your potential customers – that your brand is good, that your brand is trustworthy, and that you can be trusted to take care of them.
To judge the efficacy of your slogan in achieving this goal, ask yourself these four simple questions:
- Is your logo clear and easy-to-read?
This is the most basic of basic qualifications. Your target audience needs to be able to read your logo.
Forget “clever” lettering. Forget “flashy”. Forget “icons”. Stick with… straightforward, because people will have neither the time nor the inclination to try to figure out or decipher any meaning that isn’t instantly clear.
Don’t get sidetracked trying to come up with some sort of iconic graphic that you think will propel your brand to the next level ala’ the “Nike Swoosh”.
Contrary to what some people might think, it was not the Swoosh design that made Nike a corporate powerhouse that it is today. Nike’s successful branding was accomplished by the performance of the product and the feelings that were evoked by the users of Nike’s products.
- Is your logo’s colour scheme pleasing to the eye?
This is another very basic fundamental. Avoid trendy colours that might make your logo appeared dated very quickly. It is not absolutely necessary to always stay within an ultraconservative, almost boring palette of beiges, off-whites, grays, and blacks, but it is important to appear professional, rather than garish or amateurish.
- Is your wording to-the-point?
Professional studies have shown that in every encounter, you only have seven seconds to make a good first impression. During that extremely brief time, you your logo needs to communicate a clear but succinct message about your brand.
Now is not the time to try to get into everything that your brand is, stands for, and does. Brevity and clarity are the watchwords. To that end, try to condense the most important message that you want to get across to your target audience down into a few carefully chosen, yet potent words, and then form those words into a short sentence that packs a punch. Try to stay at a dozen words or less in that sentence.
If you do it right, seven seconds will be all the time you need.
- Online versus real-life?
Once again, this is a basic tenet of true professionalism. If you represent your brand a certain way online, then be prepared to back that up. Tell the world what your brand stands for, and then be who you claim to be. If you want to have a real air of authenticity to your brand identity, then simply be authentic.