There are countless examples of companies who have spent a lot of time, money, and effort to make their branding the best it can be, only for it to collapse in an instant due to losing the trust of consumers. Without trust, they have no customers, and without customers, there is no business.
The first area you can ensure your brand is seen as trustworthy comes not from your marketing or advertising but in your day-to-day dealings with your customers. It beggars belief that a company will spend a fortune on developing and marketing a product, but then scrimp on its customer service. Nothing kills the trust in your business and its brand quicker than not looking after customers once they have bought your product or service.
For any new business getting your brand established and easily recognised is an important step, and a big part of this process is the type of logo that you choose for your business.
Every successful business has a logo and some of the world’s largest companies have a logo that is instantly recognisable across the planet. When you are choosing a logo for your business there are four basic types that you can select from with each of them having different elements and characteristics. The four types of logo are:
- Brand Mark
- Letter Mark
- Icon Based
- Text Based
A brand mark logo is one where the representation of your company brand is purely graphical. In other words, there is no text anywhere in the logo. Examples of brand mark logos are the circle and three spars of Mercedes Benz and the blue Twitter bird.
Having a brand mark logo designed will require you to outline to your designer what graphical representation you want your business to have. Sometimes this can be abstract and have no relationship to your business name, as in the case of Mercedes or bear some relationship to it, as with the ‘Twittering’ bird of Twitter.