Obviously when it comes to your branding looks matter. But while a good-looking logo can attract attention, it isn’t what makes people want to actually do business with you. As a designer, it might be shocking for me to say that. But seriously, a great visual identity helps get them in the door but it doesn’t seal the deal. Today, I’m going to share 3 reasons why your logo won’t get you any paying clients.
It doesn’t help your audience get to know you.
By now, you’ve probably heard of the know, like and trust factor. This factor is essentially the basis of marketing. In order for people to buy from you, they have to trust you, to trust you they have to like you and to like you they have to know you. Your logo can introduce you, but it doesn’t help your audience really get to know you.
First of all, for your audience to get to know you, you have to show them who you are. You have to let them see your personality and get to know you personally. People want to know who you are as a business, your values, and your approach to work. Share details about why you do the work you do. Tell the little moments that inspire you and the moments that make you laugh. Let your audience see your growth and your passion.
It doesn’t help your audience start to like you.
Also, people can like your logo but that doesn’t mean they will like your brand. How do you know if someone likes your brand? They will appreciate or respect the work you do, the content you put out and the feelings you give them. Respect is earned through your stance on something that resonates with your audience. This stance could be for a particular cause or your values. Or the respect can come from liking the same things such as hobbies, style, or humor. Appreciation is given to those who help others especially when the help is done without expectation of anything in return. Show up for your audience in a real way. Learn how you can serve them and give without expectation.
It doesn’t help your audience trust you.
Finally, a logo can offer some insight into your personality and professionalism but it doesn’t make people automatically trust you. In order for your audience to trust you, they must feel secure with you. People want to feel secure in your ability to get the desired result with the least amount of risk. Provide proof, such as testimonials from people you have helped. Share stories of how you helped and evidence that supports it. You should be transparent. Make sure people are clear on your process and the specific ways you can help. Overall, you should be accessible. Offer ways for people to contact if they have questions.
Your logo and your visual brand, in general, is a representation of who you are as a company. As a business owner, you want to make sure that you are making intentional decisions about the way your business is being represented. The best way to do this is to create a brand strategy. A brand strategy will amplify the impact of your visual identity by providing substance to it. Having a good-looking logo with no brand strategy is like being a pretty airhead. It’s nice to look at but it’s hard to build a meaningful relationship.
A brand strategy is a detailed long-term plan for how your business will be perceived. There are different ways to create a brand strategy but I find the most effective is to include an analysis and description of your values, core messaging, the problem you solve, who you serve, the solutions you offer, your unique selling proposition, the benefits of your service, what inspires action in your audience, who your competitors are, your pricing and revenue goals.
I know, I know. All of that seems like a lot but I guarantee getting clear on these things will help you serve your ideal audience better and ultimately will lead to more paying clients. To make sure you are on the right page I made you this brand strategy template. It includes spaces for all of these areas with some guiding questions.