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In this episode of The Marketing Factory Podcast, host Marissa Candy dives into the significance of a logo in shaping a company's identity and trustworthiness. Drawing on insights from studies, Marissa highlights that a substantial 90% of Australians believe a company's image, including its logo, affects their trust in the business. Furthermore, 60% of consumers are willing to pay more for brands they trust, underscoring the importance of a visually appealing and professional logo. Marissa encourages listeners to focus on their unique business identity rather than comparing themselves to larger companies, emphasizing that investing in quality can set their business apart and drive impactful marketing results.

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Timestamps:

00:00:00 - The Importance of Your Logo

00:01:13 - How Much Does Your Logo Matter?

00:02:48 - First Impressions Count

00:04:36 - Logo as the Foundation of Your Business

00:06:30 - Investing in Quality Logos

00:07:51 - Learning from Successful Brands

00:09:09 - Tips for Creating a Good Logo

00:10:36 - Summary: The Impact of a Strong Logo

00:11:08 - Conclusion: Building Customer Loyalty

But it's not just about your logo. It's about your entire business identity and

it starts with the logo. Just because you might have a great logo isn't

going to make up for poor customer service or a bad product, right? But

your logo actually gives you a chance. The

number one thing that you need to do also is just stop comparing yourself

to big businesses. What you see, how they market themselves right

now, what's on their buildings, what's on the front of their stores isn't

how they started. Because why wouldn't you invest in

the best? The very best that your business could afford? Because

unless your business idea is rubbish, why wouldn't you invest in it?

Let me give you another example. It's like... Welcome

to The Marketing Factory, where we don't blend in. I'm Marisa Candy,

founder and award-winning marketer. And for over two decades, I've

helped businesses think differently about their marketing and achieve powerful

results. In this podcast, I'll share proven strategies so

that you can create profitable marketing campaigns that drive real

impact for your business. Ready to turn clarity into action?

Let's get started. Hey, hey, welcome to the Marketing

Factory Podcast. I'm your host, Marissa Candy. And

in this episode, we're going to be discussing how much

does your logo really matter? Well, you tell me.

A study by Roy Morgan Research found that 90% of

Australians believe that a company's image, including its

logo, influences their level of trust in that business. And

according to Nielsen, 60% of

Australian consumers say that they are willing to pay more for

brands they trust, which includes those with visually appealing

and professional logos. One third of

Australians, how about this? One third of Australians choose brands

based on emotional appeal, which is often influenced by a

logo, design and overall brand aesthetics. So

how much do we really need to spend on a logo? To

answer this question, let me ask you a question. When you made

a purchase from an unfamiliar brand, why did you choose it?

What was it about it that stood out to you? What made

you buy that brand of toothpaste? What makes you

keep buying that brand of toothpaste? What is

it about that brand that makes you keep coming back for

more? And why do you keep using the brands that you like? Let's

talk about it. How does it make you feel? Is it because you can easily recognise it

when you go to the store? Is it because you actually really like the

look of the brand? Is that why you keep using it? Or is it you

like the service, the quality, the actual deliverable of

what that brand delivers? You keep going back because

you know it, you trust it and

you recognise it, right? First impressions matter. and

they matter in every setting, not just when we're meeting someone. The

first time someone sees your business, your

logo, they can make a few seconds, they

can take a few seconds and they're going to decide whether they're going

to make a purchasing decision or not. If

they don't like it, well then, you know, they're possibly already looking

at your competitor. But it's not just about your logo. It's about your

entire business identity and it starts with the logo. Just

because you might have a great logo isn't going to make up for poor customer

service or a bad product, right? But your logo actually gives

you a chance to create all of these things,

know, trust and recognition from the

start. Now, let me paint a scenario for you. A

logo, if we look at that, is like the foundation of

a house. When you start building a house, the construction company

doesn't turn up on site and go, right, bring it in, bring them in. Let's start

building the walls. Yep, there, there, there, there. Let's start putting the

walls up. They don't do that, right? What do we do first when we're in

construction? We talk about the footings. We

dig in footings. We do the foundations. We

make sure that foundation is set, and by golly, if we're doing an apartment

or a high-rise, those foundations better be good,

because the rest of the building is relying

on it. You don't go putting the walls up or the roof on or

the framing. until the foundation is set.

Let's give you another example. If you're not into building and construction,

let's talk about makeup. So where does it all start? It

all starts in makeup with the primer, right? We prime

the face before we build with the moisturizer and

the liquid foundation and everything that follows. So

your logo is the foundation of your business and

your business marketing. And this is what baffles me,

you know, and again, if this is you, love to hear from you.

If it's not, it just baffles me why people only spend $500 creating

a logo for a business that they expect to generate hundreds

of thousands of dollars from in a year. Doesn't

make sense, right? Spend $500 or question spending $1,000 on

a business they anticipate making

more than $100,000 a year because guess what? You started a business. It's

got to replace your income, right? That's the ultimate goal. As a business

owner, you have left your possibly well-paying day

job to start a business because you have a vision. You

believe in this self and good on you for backing yourself

and believing in yourself. And what I want you to take away is this. it

all is going to be starting this business success story

of yours from your logo. Because why wouldn't you

invest in the best, the very best that your business could afford? Because

unless your business idea is rubbish, why wouldn't you invest

in it? Let me give you another example. It's like buying

an old car, okay, or getting an old

car and then Putting fuel in that car and trying

to drive that car around Australia might break down here and

there, but you keep putting fuel in it and you keep expecting it to go to distance when

the journey might not have been as enjoyable if it was in a

more reliable car, a better car, because you're

going to spend lots of money to drive it around Australia and

see the great sights. It's just like your logo in your business, right? So

invest in a good quality logo. It's a really

great foundation for your business. Just quickly, if you're a business

owner struggling to see results from your marketing or you're overwhelmed

by the thought of marketing your business, we can help. Book in

a call with my team using the link in the show notes and let's get your

brand thriving without the struggle. Now, back to the episode. The

number one thing that you need to do also is just stop comparing yourself

to big businesses. What you see, how they market

themselves right now, what's on their buildings, what's on

the front of their stores, isn't how they started. Australia's most

popular juice and smoothies, Boost, Love

Your Life, launched as Boost Juice. In

the kitchen of Janine Ellis again, a great woman

in business. She's doing some incredible things. Love

her journey and love learning about Janine's view

on life. Boost Juice is a great brand and

everyone wants to put their hands on a Boost Juice cup, right?

When you compare the sales of the Boost Juice stores to an

alternate competitor that puts their juice in a clear plastic cup or

anything of the like, the Boost Juice brand is infamous

in Australia and everyone wants their hands on one. Why? Is

it because of the brand? Is it because of the taste? Is it because of everything?

But it all starts with that fantastic logo and that fantastic brand.

McDonald's famous barbecue. was

what McDonald's was called when they first launched. They weren't McDonald's,

they weren't Macca's, they weren't the Golden Arches, they weren't the Big M, they were none of those

things. They started as McDonald's Famous Barbecue. And

then once they continued on their selling journey, they realised that

they were selling mostly hamburgers and they changed their name. They

changed their whole product line to be skewed towards a delivery of

burgers and fries. So if your business has been operating for a

period of time and you think, oh, look, I've started this business

and I did what I could at the time. I thought I'd made decisions that were right at

the time. And let me tell you this. Yes, you did. You made decisions that

were right at the time. So don't ever look back on the choices that you made at the

time and go, oh, that was terrible. Oh, I'm so embarrassed of my marketing.

I never would want for a business owner to ever feel like that

because you made the best decision at the time with the

information and the education that you have. But hey, guess

what? This podcast is here. We're here for you right now, and

we want to give you all the knowledge that we can, again, that we shared and

gained over the last 20 years. So if there is an opportunity for

you to rebrand your business, this could be a

great time. I would never recommend rebranding a business fully

because, look, it can be expensive, okay? But if

you're an established business and you really want to show that you are innovative,

that you are with the times, and you have come across on the journey, a

rebrand could open doors and all a lot

more opportunities and an even greater target

audience. Now, I can't leave you hanging. I won't leave you waiting. Let's talk about

a few little tips and tricks that go into creating

a good business logo. Now, number one thing that professionals do

when they're designing your logo, they just don't design it for one format.

They're thinking about that logo in a small format, and

the smallest format we normally see a logo is on a business card. So

the biggest format we ever see the logo place might

be on a billboard or on building signage. Now, it

might be a small thing, but let me tell you, when you magnify a

logo from a business card size to a building size,

the spacing in that logo, the character kerning,

which is what we call the space between each single letter, can

be magnified that you're gonna need a street block to actually put

your business sign on. So these are the things that we take into account,

that your logo's gotta work on small scale, large scale. Keep

colours simple, no more than two or three in

your logo and go for something that is easily recognisable

that your competitors and your industry might not be using

by way of colour. We'll make your marketing work more for

you. And let's be honest, hey, in small business, we need every

single dollar that we invest in marketing to go further.

So let's leverage those opportunities and put our investment into

a really good logo from the start, and then we're going to see the

results of that come through in our return. So in summary,

people choose businesses that have great first impressions, that

convey quality, trustworthiness and aid in

recognition, influence buying decisions and foster emotional

connections. A strong logo doesn't just attract attention, it

helps businesses build relationship with consumers that can drive initial

purchases, and long-term loyalty. So the

question, does your business need a good logo? Well, you

tell me. So the burning question, how much does your logo really

matter? Well, I hope we've been able to knock that off in this episode by

telling you it's the foundation of your business identity, your

brand, in building what we want, customers

for life. Thanks for tuning into The Marketing Factory. If today's

episode helped bring clarity to your marketing strategy, please leave

a five-star review on Apple Podcasts or Spotify. And

don't forget to subscribe on your favorite platform. Stay

connected with us on the socials at The Marketing Factory or

at The Marketing Factory AUS, and let's keep turning clarity