Buy a Logo Online and Be a Brand – Why That Doesn’t That Work

I spoke with someone the other day who decided to “crowdsource” their logo from one of the sites that asks graphic designers to post their logo ideas and get paid a $100 for the chosen logo. What a cheap and easy way to get a logo, right? After all  you can  just review and choose based on your likes and dislikes; no sweat?

As a brand strategist I wince when I hear about these sites and the sophisticated folks that will spend an enormous amount of time on their business strategy, marketing focus and finanicals but think they can just come up with a logo and a brand for their company in 15 minutes.

The connection between the logo and that the brand is critical, especially when it comes to consumer-facing brands that need to portray a very specific message, image and ultimately an experience that will become what someone thinks and experiences immediately when they see it. Not to mention that the logo is what you build your marketing and brand strategy around. How can just an instant personal choice be exactly what fits your brand strategy if you haven’t defined who your target customers are?  what their motivations are? the competitive landscape and the connection you want your brand to make to the customer experience?

Is the logo just another color or type choice? or what?

You need to build a brand identity around an approach that reflects your position in the market and where you want your company and brand to be in five years. This process needs to be well thought out, and really spends time looking at the visual brand landscape. You don’t always have to spend a fortune but you do need to define your approach in light of your goals and your marketing strategy.

Brand strategy is the connection between your marketing goals and your customers’ experience. How you position your brand defines who comes to buy, why and how to build your market.

So when launching a new company and picking an identity, don’t make a $99 choice online. Think about what your strategy is and connect that sttrategy to your visual approach and your customers.