Search the Internet for information about building a brand and see what you find. Search results can be a little bit comical at times, such as the article I found which showed the McDonald’s logo as an illustration for the heading “Make your logo memorable!” and the Coca-Cola logo as an example of “Classic Logo Design“.
What a joke! Of course the McDonald’s logo is memorable, that’s where I get my Egg McMuffins and, oh yeah, there happens to be one on every corner; worldwide. And the Coke logo as a “classic”? Yes, I agree, considering it’s been around since 1886, which I’m pretty sure is about fifty years prior to the invention of the word “logo”.
I did that search because I was looking for a resource to include in a post I wrote yesterday at EverythingEtsy.com, Five Easy Tips to Build Your Brand on Etsy. That post included having a good logo as one of the tips. Obviously, the Coca-Cola/McDonald’s article was useless in regards to any real logo creation advice, but I did find a little eBook on Amazon that got my attention with its contrarian title which included the phrase “Your Logo is Irrelevant“.
That gave me pause for thought. Huh? My logo is irrelevant? Oh no!
Since it was a free borrow on Kim’s Kindle I decided to give it a read. At only 20 pages of actual content (not counting the intro and outtro sections designed to promote another book), the read is a little too quick for my liking, but the ideas were sound and, well, here I am writing a post about it so I guess it was worth it!
The gist of the logo related portion of the message was this…
People don’t choose to do business with you based on your logo.
The point wasn’t that logos are worthless, just that if a buyer is making a decision between two or more sellers, the logos aren’t going to be the deciding factor. Rather, says the author, it’s really about the overall relationship you build with your customer.
If you want to stay relevant then you need to be true to the customers of today. You must understand them, speak to them, engage with them. Those who buy from your competition are not choosing the competition because it has a better logo. What it has is better understanding of their needs. – Your Logo is Irrelevant
Even though I’m a fan of great design and I love the way a good logo looks on a website, a business card, or product packaging, I couldn’t help but agree that, at least for brands that aren’t fully established yet, the purchase decision has a lot more to do with other factors than it does the logo.
Which Factors Matter Most for Etsy Sellers?
Good photography shows you care about your products and the look of your shop.
Answering questions and telling stories about your products builds a connection.
Featuring community-centric points is important to today’s consumer; things like being eco-friendly product or your shop (brand) participation in a good cause.
Sharing yourself with shoppers in your shop through your about page and/or blog creates a relationship.
Maintaining that relationship through ongoing contact creates repeat customers.
Do Logo’s Matter or are They Truly Irrelevant?
Don’t judge a book by it’s cover! Despite the title, this little eBook doesn’t lead me to believe that a logo is any less important than I already thought it was.
Your logo is relevant and it is very important. It portrays a message in an instant which, if done well, includes a wealth of information about you from your name (of-course!) to your design style, your target market, and maybe even your price point.
What I gained from this (tiny) book is that you can never do too much in the area of understanding and building a rapport with your customers.
If it Works for a Few, It Will Work for Many
As I’m finishing up this post, I’m thinking of the seller who says “How can I learn about or build a relationship with customers I don’t have?”
This is a challenge for all new businesses and one that all businesses overcome the same way, one customer at a time. If you don’t have customers at all, then you certainly have prospects… the people who SHOULD be buying from you. Learn about them and build relationships there.
Once you start to get customers, start learning about them and building relationships with them right away, from day one. Some of the things you try will fail but some will work and what works for a few customers can be built into the way you do business because it will usually work just as well for the customers you don’t have… yet!
What about you? How do you decide who to give your business to? If I was selling something you were interested in, what would make the difference?