It’s entirely possible that when you started your business, you had a lot of things to think about, and creating a logo wasn’t high on the priority list or you didn’t have much left in your budget for a professionally designed logo. Well, I’m here to tell you that your customers are noticing your brand. It’s the first impression they have in the online world, and there’s no getting around a bad logo. But how do you know if your logo isn’t working? And how do you know when is the right time for a change.
Here are four reasons why you should start thinking about a logo refresh.
1. It’s a DIY logo
When you are a new business owner who thinks you can save money by creating your logo, chances are you are limited in experience, expertise, and the right tools to create something that looks appealing, professional, and in created in formats that you’ll need for all of your marketing materials. Plus, does your logo work with the rest of your brand, your website, your color palette, your company goals, and your mission? A logo isn’t just a stand-alone piece of your company, it’s meant to be the anchor of your brand as a whole. That’s why it’s so beneficial to hire a graphic designer or a branding agency to not just design your logo, but help you come up with a brand identity. This way, everything that your clients see is one consistent, trustworthy, and professional experience. They are about to drop hundreds of dollars of their money for your services, so they should be able to trust you and your business.
2. Your logo doesn't fit your brand
In this scenario, you have likely been in business for at least a few years. When you first started your business, you might have just picked some of your favorite colors and ran with it. But now, you are much more experienced, you have a better picture of your clientele and what they like to see and you have a better understanding of what your needs are. You have a much clearer picture of what you want your brand to look like (or not look like). This is where you’ll want to look for help from a designer. They can find a way to take what you already have and reimagine it into something that much better fits your business needs.
3. Your logo is not web-friendly
This particular reason might also tie in with a typical DIY logo. Because DIY logos are done without professional insight or design, some issues can arise. First of all, your logo might just be way too busy or includes too many colors, words, or fonts. Your logo should also be able to be represented in very small sizes on the web. A lot of your clients are looking at your stuff on their smartphones. So you can imagine your logo is going to be pretty darn small! That’s why your logo needs to have the ability to have variations. For example, your logo can include a wordmark, a visual graphic, and possibly horizontal/vertical options. Lastly, your logo should always have an all-white option, so you can display it on dark backgrounds. If your logo isn’t able to convert to one color – It’s time for a logo refresh!
4. Your services have changed
Calling all sleep consultants who are expanding/changing their business! This one is specifically for you! I don’t think I need to expand too much on this because it’s quite straightforward. If your sleep consulting business is expanding with more people or expanding with more extended services, you’ll want your business name, mission, and logo to match your current and future business needs. This is when it’s particularly important to hire a professional to help you create your new logo because you need the expertise to look at your brand identity and mission and not just create a nice-looking logo. You need your logo to stand the test of time along with your newly expanding or changing services.
All of these reasons are signs that it's definitely time for a change and that when you are in the middle of change, make sure you set aside the right amount of money in your budget and get a professional to help you create something that will stand the test of time, your style, the digital world, and your business services.