1. Misunderstanding What A Logo Is:
Too many business owners think that their logo should include a tag line that tells what they do and a graphic that shows every aspect of their business. For example:
Pinnacle Construction
Tagline: Private and Commercial Construction & Renovations
Graphic: A bulldozer, an outline of a home and an outline of a building. And a hard hat.
A logo needs to communicate a message within 3 seconds. It is a signature, a quick look into the professionalism of a company. If it takes longer than 3 seconds to process your logo, you’ve already lost interested people. Remember, the average person is exposed to over 200 business names and marks in ONE HOUR. Your business needs to look professional and memorable instantly.
2. Having No Brand Guidelines.
Every person in your company that uses your logo needs to have some kind of guide on your company branding. This should be created by a design professional. The guide should include logo usage, typography, color palette, and thee company message. Any misuse of your visual branding, no matter how small, is detrimental to the integrity of your brand, and ultimately, your company.
3. Having No Focus in Their Branding.
Become famous in your market for one thing. One thing to ask yourself when you are designing your brand is “what one thing do we do best?”It’s important you limit this to one single thing. You can excel in many areas, but your branding should emphasize the thing that you do better than everybody else, otherwise, your target market has no reason to come to you.
4. Thinking Their Clients Are Idiots.
Names that rely on cute puns, crude imagery or gimmicks generally are communicating one thing: “You’re dumb, and we are too” and will put off 90% of your potential customers
5. Having no branding at all.
Too many people believe that with their niece’s scribbled artwork and a registered business name, they are ready to start advertising. Jumping the gun like this will show your target market that your business is unprofessional and not well thought-out. Take the time to research what other companies are doing and what makes them successful at branding. Really get to know your audience. Consult with experts in branding, and be prepared to spend money on your company’s identity. You’ve already made the right step by reading this article.