Logo and visual identity

Why is it so important?

Is it really necessary to spend money for a design agency to develop a new logo and visual profile?. Why can't we just use the logo we drew up when we started our business!‍

‍What is visual identity?

In order to sell its products or services, the company must “reach out” in competition with both local competitors, but also with an increasing number of competitors online. When customers have many to choose from, those who do not appear professional are selected out! And that's exactly what the logo and visual profile are supposed to do — make sure you don't get opted out! Because, of course, it is the product or service itself that is most important, but opting out does not help if the products are good!‍

‍Logos

‍The most important element of visual identity is, of course, the logo. A strong logo allows a business to not only be recognized, but remembered. The logo should be unique and recognizable for your business and it should set you apart from the competition in a positive way.

Visual identity

‍‍A visual identity is the visual aspect of branding. The identity should evoke positive emotions and experiences with the brand. It includes everything visually related to your brand, such as logo, font, images, and other patterns or designs.‍

But why is it important?

‍The strongest identities are instantly recognisable - and instantly convey a message about the enterprise. Large companies like Finn, Tine and Telenor spend millions of kroner every year to promote and develop their brands, because they know that it directly affects sales and market share. “But I'm not Finn or Tine, after all, I run a small business!” “Why is this important for my business?” You may not have as big a market as some of these big brands, but there are several proven benefits of a strong identity that are important for everyone businesses!‍

1. You get paid better

‍Strong and professional identity comes at a price. Why is anyone willing to pay tens of thousands of dollars more for a Volkswagen Passat than a Skoda Superb? They are practically the same car, made with the same components by the same factory! For smaller businesses, a strong identity places you in the mind of the customer and conveys professionalism and quality that are worth paying a little extra for. Professionalism and quality that many of your competitors do not exude in the same way.‍

2. You deliver quality

‍“You get what you pay for.” A familiar concept with a lot of truth. If a Passat costs more than a comparable product (Skoda Superb), it must be because the Passat offers better quality, right? No, not necessarily! The Skoda Superb is built with exactly the same parts as the Passat, the quality is identical! Customers pay more for what they perceives as a brand that is better or of higher quality. The same principle applies to smaller businesses. There is rarely much difference between what you offer and what your competitors offer, but with a strong identity, in the customer's opinion is you positioned as delivering better quality. In short: Look better than your competitors and they will find that you is nicer‍

3. You get recognition and loyalty

‍With a strong identity, customers are much more likely to remember your business. A strong brand name and logo helps keep your company in the mind of your potential customers. People like to be associated with “good” brands. Customers are more likely to recommend you to others if they have a positive experience of your brand.‍

4th. You are to be trusted

‍A strong identity creates an image of an established business that has been around long enough to be known. It is more likely to be seen as experienced, and generally to be seen as more trustworthy than than competing businesses. In short: A strong identity makes you look more established.‍

5. You stand out from all the others

‍Companies are constantly looking for ways to differentiate their brand's from their competitors. A strong identity can make you stand out in a crowded marketplace. For smaller businesses, investing in your identity can help you win over other, larger competitors.

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Truls Petter Bergh
Strategic Advisor, Partner
‍truls@cure.no
‍+47 90181900

Truls is one of Norway's most experienced design and branding advisors. He has worked as a specialist in the field since 1996. Truls has been the head of a number of branding agencies blah. Bates, Oktan, TIBE and not least in the top management of Knowit, one of the largest design and digital companies in the Nordic region.

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