The Power of Visual Branding: How Logos Drive Engagement in Media Marketing

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February 26, 2024 Marketing

Let’s say you’re a tennis player, and you come across a video ad on tennis shoes. There’s no shoe name shown, nor does the design speak for itself. So while the ad is beautifully made, it might not elicit a “buy now” response from you — from someone who may want to buy a pair of shoes. Take note, tennis players are extra finicky with their shoes, as all athletes are. Not knowing the brand name will make them scroll past the online ad.

So, what is with logo designs after all? Why does showing, pronouncing, and publishing it alongside the creative material matter, especially in the world of online media? Does it really help with engagement?

First of all, it’s best to understand that logos are more than just an image. They are a communication tool. (It may not be true for all. People don’t care about new logos from new companies. You’ve got to prove yourself first.) For well-known companies, however, things operate on a slightly different thermostat. When you have a good brand following, a logo design speaks a thousand words.

In this article, we’ll discuss the characteristics of logos and why they influence people’s buying decisions:

1. Logos equals reputation

The goal of logos and branding is to separate a brand from its competitors. Just as they don’t want to get associated with a product’s negative perception, they also want to solo the positive brand perception of their own efforts.

For example, Silicon Valley’s tech giants are suffering from intense criticism of their privacy and information systems. However, Apple has revamped its systems to accommodate a more robust privacy consent. They also crack down on Apple News’ fake articles. This attempt is an example of brand differentiation. In an industry where companies are at the firestake, Apple wants to be out and above.

In other words, logos are the single visual asset that communicates reputation. Be it negative or positive, logos demonstrate a company’s level of competitiveness. This is important given that there are so many brands competing in a single market. Samsung might be a leading phone seller, but General Electric might beat this company in refrigerator sales. The GE logo is well-known among household kitchens. Therefore, one might see their products as more durable, long-lasting, and well-trusted by families.

2. Logo equals loyalty

Not all companies enjoy brand loyalty. For those that do, a simple logo placement can improve sales turnout and marketing efforts. Case in point: Nike. Nike shoes are nothing different from other leading brands in terms of technology, wearability, comfort, and style. All shoes are pretty much the same in all areas.

However, Nike’s branding efforts, particularly with their athlete partnerships, have made their logo a professional-only icon. This cultivates a more niche brand following from professionals and professionals wannabe. This loyalty may not stem from logos alone, but rather from actions. However, the simple logo placement on their shoes, merchandise, and platforms are stamps of approval for people who share the same values. An athlete would see Nike shoes on a sale rack and would think, “This is made for me.”

This type of engagement will be different from other brands and companies. Adidas, for instance, has made an immense following in the streetwear niche. Flea market connoisseurs and style enthusiasts might view Adidas shoes as a symbol of creativity and well-meaning aesthetic. Therefore, they will engage positively with its three-leaf icon.

3. Logos equals identification

Let’s state the obvious. Logos are there so people can easily tell what organization they are affiliated with. As stated in the introduction, knowing what the brand is can help the buyer consider the price, sizes, location, industry, and niche before purchasing. All these and more are what is associated with a logo.

Logos are for easy identification in a sea of sellers. A simple image might communicate the demographics, the products and services offered, the customer service, and many more without having to work out the details. This is especially important in media placements where time and space cost money.

How to improve your own logo design

While there are many ways to design a logo, a few considerations are tried and tested. Here they are:

1. Choose descriptive design

If you’re just starting out, your logo means nothing to your target audience. To influence people to purchase your products, your logo needs to communicate what the product is about. These are called descriptive logo designs. Puzzle makers will have a puzzle icon, bike manufacturers will place bike symbols, and appliance fixtures will define and embellish their logo with appliances or tools.

People who are unaware of your brand before might ask the following: “What am I going to expect when I enter your store?”, “What am I going to see when you hand me your products?”, “What kind of services am I expecting?”, “What problems are you trying to solve?” Of course, your logo does not have to answer all questions. And this is not necessary for prominent brands because people already know their existence. However, for newer companies, a self-descriptive logo might help reduce the friction in people’s purchasing decisions.

2. Simplicity over complexity

While we encourage you to design a descriptive logo, do not go overboard and make a too complex image. Complexity runs counter to the goal of easily communicating the brand’s identity. Simplicity is better, and how do you design simple logos? Focus on one or two concepts.

Apple Computers is the epitome of logo simplicity. Just one Apple icon is enough to demonstrate their brand name. Microsoft did it too with their Windows design. Same with Nike, Target, X, IBM, Samsung, Spotify, and Airbnb. Simplicity is not without style and embellishments. It is still important to differentiate the design from the competition. The choice of colors, icons, and fonts will ultimately determine if it will be unique or not. However, simplicity is about communicating a single concept and reflecting that in your design.

Conclusion

Logos are not the end-all-be-all of branding. Other efforts take precedence over as simple as a logo design. Customer service, product quality, and faster deliveries among others, are likelier to boost your brand than visual assets.

However, as a company that has already exhausted all marketing efforts and is confident with its business process, it doesn’t hurt to put logos as part of your marketing strategy. Either by revamping an old logo design or by republishing it on most platforms for maximum visibility, logos are quite helpful in achieving coherent and convenient communication.

Good thing, AI logo generator is all for small to medium-sized businesses. Do you want to design your own logo, but you don’t know where to start? BrandCrowd hosts thousands of free and inexpensive logo materials ready for customization. Just replace the color and icon, drag the fonts, and you’ll have a simple but descriptive logo design.