Storytelling is an expression of individual thought and feeling achieved through shared experiences, observations, and understanding personal truths. Graphic designers use storytelling strategies to help people make connections with brands and to generate interest in the brand values that are being communicated. A well-designed logo will take a brand’s target audience on a journey through their memories, perceptions, and aspirations.
Cultural, sociological, and artistic cues can assist in reverberating a brand’s character strengths, as if the brand itself were a person that we can relate to. A successful logo reflects the narrative of people. Both stories and logos are able to win the adherence of human consciousness because they both have the ability to exchange ideas and they both grow with us.
A brand’s value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives.
-Seth Godin, an American author, entrepreneur, marketer, and public speaker.
Storytelling is a progressive marketing strategy that has the potential to drive revenue and increase customer retention. Here are three ways that a well-designed logo can epitomize a brand’s story:
Remind Consumers Of Good Memories
A logo can connect a consumer to the business. It’s the very first thing that greets people when they are exposed to the company. Brand identity leaves an impression about the company, which is evoked every time a customer encounters the logo. Making an impactful first impression contributes to the success of the business. Logos are able to remind the consumer of a company’s journey by reflecting accomplishments over time and by growing within us.
Clearly Translate A Company’s Value Proposition
Every business in the market has its own unique vision, niche and culture, which are central to its identity. The perfect logo captures these values in a visual language that is able to translate the essence of your business to the external world. A logo can ensure that your company or brand establishes differentiation in today’s constantly evolving and competitive marketplace.
A great way to measure the success of a logo is by how familiar consumers are with the business and how easily they can recognize what the company stands for. A logo that can be found in multiple locations will generate brand awareness, which is vital for business growth. The more the logo is imprinted in the consumer’s memory, the greater the chance they will become comfortable with your brand and trust what you have to offer.
Every company or brand has a story to tell and a vision to share in order to connect with their customers. Companies that are able to craft interesting and relatable stories are able to breath life in our world and grow with us as we understand their story and incorporate them into our personal identities. Logos are illustrative marks that remind us of the impact that a brand might have on our life. Logos are like a book title: revealing the essence of what’s inside.
Brand identity is about creating an experience that will resonate with customers. Examples include using color theory to trigger certain emotions and borrowing historical references that have the potential to develop stronger relationships within communities. Get in touch with us for a free consolation about your branding goals.