Can not having a logo negatively affect your business?

by admin on June 17, 2011

Following on from my previous post “Is it really that important to have a logo?”  Let’s explore if not having a logo can negatively affect your business.

Put simply: yes, it can

If you haven’t already, think of a business you’ve seen that doesn’t have a logo (or one that hasn’t been designed professionally).

Consider what you thought of that business at first glance – was your perception a positive or negative one?  Did you wonder about their professionalism, attention to detail, size and scope, commitment to quality?

If you felt a seed of doubt, then you can be sure that others felt it too.

The last thing you want is doubt from prospective customers. You need them to want what you’ve got, and want now – no question, no hesitation.  That moment of doubt could easily be the difference between a sales opportunity or not.

In business, people judge instantly

It’s true!  We all make instant judgements about whether we want to do business with others, based on our initial impression – the way things look, and how that makes us feel.

If you don’t believe me, think about the last time someone looked under-dressed for a business meeting you attended, or handed you a business card that was printed on their home computer.  What impressions did you form before you’d even really spoken to them?

That’s not to say you won’t change your opinion after finding out more about them.  My point is you made an initial judgement based on what you saw.  It’s simply human nature to do so.

For your business, you want your initial impression – that judgement – to be a positive one.  It’s this one reason above all else that is so important for you to put forward the best image you can.  Your image starts with the cornerstone of your identity – your logo.

Over to you

Now that we’ve looked at how not having a logo can negatively affect your business, let meknow some companies whose logos you admire…

  • What was your first impression of the business based on the logo?
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{ 3 comments… read them below or add one }

Tanya July 18, 2011 at 10:34 am

I love the Apple logo a apple no words just the apple it is clean, fresh and well recognised. I also like target and how they change there logo at times to suit their advertisement or the the time of the year. I also love how google do this with there logo it always fun to see what they are going to come up with next


Karoline July 19, 2011 at 12:57 am

Thanks Tanya – it’s interesting the way companies like Target and Google have fun with their logo while still maintaining the integrity of their brand. These are great examples of how allowing your personality shine through your logo and your branding can actually *engage* your customer more… Simple, fun, engaging – these words don’t just apply to big business. In fact, smaller businesses often have the ability to be more agile and evolve more quickly than the big guys. What can you do in your own business to bring out the fun in your marketing?!


Tanya July 27, 2011 at 11:56 am

You are right sometimes we put to many rules on ourselves and our logos. Sometimes we do make it hard for ourselves I am going to have a little fun and be engaging with the logo next time I have the opportunity. I have always wanted to change the stars in our logo to a christmas tree for example.


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