A logo is one of the most visible faces of your brand. In other words, the logo is most likely to be your most frequent and most visible brand representative. Hence, a logo should clearly state the following:
- Who you are
- What you do
How well the logo is designed and how well the messaging is in the tag line will create the first impressions about the brand’s personality.
Right from the time you exchange business cards, or when you release an ad – in print, TV or online, or when someone visits your site, it is often the name of the company, represented by the logo + tag line that will be noticed for the first time.
For startups, it is critical that the logo and the tag line be designed well. This is because when you are new, most people would not know what you do and who you are. Hence, when they interact with your brand for the first time, it is usually the logo unit that will set the first impressions about what you do.
While a badly designed logo may not necessarily send the wrong impression, a well-designed logo will most certainly create a favorable impression.
Similarly, with tag lines. Tag lines should be used to communicate clearly what you do. E.g. “Online fashion store”.
Often entrepreneurs make the mistake of using a tag line which is nothing but a smart set of words with no reference to what you do. This is of little use in brand management. E.g. for a healthcare brand, if the tagline said ‘We care for you”, it really means nothing to anyone and does not establish what the brand does. Instead, if the tagline were to be specific saying “Your neighborhood childcare clinic’, there is specificity in communicating what the promise is.
It will be ideal if your tag line can also communicate your value proposition. E.g. “Affordable cardiac care.”