Many of you are probably thinking right now; it’s JUST a logo design.

The problem with this kind of thinking is that the moment you settle for JUST a logo design, six months, one year, two years, or ten years later, you are having to go through the process of designing a new logo for your business, one more time.

Season One, Episode 1 – Dennis talks about the five questions you should answer before you decide to get a logo design for your automotive business.

Podcast Transcript:

And I’ve met many of them who have approached logo design, like it’s like it’s grocery shopping, you know,

Welcome to Pacenotes Podcast that helps automotive aftermarket leaders create clean entries through all the branding and business obstacles that lie ahead.

I am your host, Dennis, Michael, and I’m going to talk to you about logo design. Specifically, I’m going to give you the five most important questions you need to answer before you even think about getting a logo design.

Now, many of you might say, well, it’s just a logo. Just a logo. Problem is with this kind of thinking, is that the moment you settle for just a logo design, six months, maybe a year, two years, 10 years later, you were having to go through the process of designing a new logo for your business. One more time.

And that one more time, might end up costing you three to five to ten times more than it would have if you just did it properly to begin with. Okay?

So does having to spend more time and more money with the hope of getting your logo, design right, sound appealing to you?

And you’d be surprised at how often this happens to successful business owners.

And I’ve met many of them who have approached logo design. Like it’s, like it’s grocery shopping. You know, they, they just call up an X logo designer and say, I like this. I like this. I like this. I like this. I like this. Now here, put it all together and give me a logo.

And then when they start using that logo, they are confused why it’s not working. And they’re confused that they’re not getting the results that they want and the ROI that they required. So now they have buyer’s remorse. So you want to eliminate buyer’s remorse.

There are five questions that I am going to give you that you need to answer, and it will help you determine if getting a logo design is for you or if it’s not for you, Okay? And you’ll have a much clearer understanding of, you know, what kind of logo you need, who to hire to get a design for you and whatnot.

So let’s start with the first question.

So how long will you be in business?

A lot of people might say, this might be a dumb question, but it’s important. See your long-term goals are going to decide how much you need to invest in a logo design. If you have no desire of keeping your company around for two years or more, and you’re just simply looking at it, this is a quick cash grab. And then quick as exit. And you’re done spending your money on a professional logo designer will be a complete waste of your time and money.

But if you are creating a business that you want to be as a legacy project, or you plan on being around or kicking ass and taking names for the next 10, 20, 30 years, then it’s in your best interest to hire a logo designer or hire the right person or the right agency to create the right logo design that reflects the longterm vision you have for your company.

Second question, who is your target audience? 

A lot of people, they respond with everyone and you know, I’m sure you’ve heard this many times. It’s not everyone. You do not have a target audience of everyone. You need to know who it is you want to serve. And I’m talking like digging deep age, income, geographics, marital, status, interests, hobbies, activities, every little detail paints, everything.

The better you understand who your dream client is, the easier it’s going to be to create a logo design that communicates specifically to them, which will in turn, help you attract more of your ideal audience and make it easier for them to connect trust, like, and buy from you.

But if a target audience is not an essential detail to you, then it’s not going to be worth your time and money to get a logo designer.

But if it’s crucial to connect with the right audience and have the buy, have them know like trust you and buy from you, then you want to go and take that extra step and find a logo designer that is going to create something that is going to speak to your audience.

Remember a logo design is not for you or for the designer. Its purpose is for those you want to serve 

Now question number three.

What perception do you want to communicate about your company through your logo?

Now you may think, well, you know that I’m this automotive guy, I’m the guy for parts. I’m your one-stop shop. People are amazed when they find out that the logo design message that they want to portray is not saying the right thing.

And you don’t have to say a single word.

Perception is everything.

As a business owner, the very first time your audience looks at your logo. There is information being processed in their mind that within a matter of milliseconds, they are judging you. At that moment, they are asking themselves, are you credible? Are you professional? Do you have quality work? How much are you worth? How much do you, how much am I expected to pay? Can they trust you? Do they like you? Do they want to learn more about your business?

All of these things are running through their head and they’re answering yes or no. Yes or no. And if there are far too many nos than yeses, you’ve got a problem.

When you take the time to actually create a perception that truly speaks to your audience, you’d be amazed at the transformations. You will see, not only internally, but externally.

And I’ve seen this many times, like I, I had one client in the past where worked on her business. She had been operating with a logo design that was over 10 years old, that she designed herself. She thought everything was fine until she, until I had a chat with her and asked her, you know, well, what, what do you want to say to everybody? Well, I want to attract a younger audience. I want to want to track this millennial new, the millennial business owner. And then I showed her comparisons to her competitors and do what she looks like right now.

And I asked her, I said, well, what perception do you think you’re putting out right now? If this is your competitor and they’re doing far much better in attracting this millennial audience than you are.

Why do you think that is?

So you have to ask yourself, how do you want to be perceived as a company? But if your perception is not necessary for you and that you don’t care because you’re just simply in it for the dollars and cents, just go to a spec site, go to a stock website, go pick up the first thing you see and be on your way.

But if it’s, if your perception is significant to you, you should go and hire a logo designer, go find the right one. Somebody who is going to give you the guidance that you need in order to create the right perception.

Question number four.

What does success look like for you and your business?

I mean, at the end of the day, success is different for everybody. My interpretation of success is different from yours. And you know, depending on what you say and how you say it is going to determine the quality of logo design that you need.

So if your dreams are to be a franchise, your business, or maybe grow it into a power house or be the pinnacle of your industry, then taking the time to design your logo, right? The first time will be in your best interest for that direction. Okay? But again, if this business of yours, automotive business of yours is simply a hobby game.

Like it’s just, you know, you make a little quick cash and you’re good to go. And you’re saying yourself, well, let’s see where it’ll take me. You’re wasting your time in revenue to create a logo design that’s one of a kind, and it’s going to give you buyers remorse because if you’re not fully invested in your company and willing to, and you can clearly see the success that you want to create, you’re going to be, you could be wasting, you know, hundreds, thousands, tens of thousands of dollars on a logo. That’s going to do absolutely nothing for you because you’re not doing anything for it.

You’ve got to make it work for you. So if your success is not clearly articulated, don’t worry about a logo. But if your success is clearly articulated, this is going to be a good starting point for any logo designer you hire, because now they can, they have a sense of direction of where you want to go.

The last question you should be asking yourself is, do you believe in your product and services?

Now you might be thinking, this is a perplexing question, but I want you to hear me out.

You wouldn’t believe how many people think that once they create a new logo design for their business, they don’t have to do anything else. And I’m dead serious about this. They, they, they see their logo as a silver bullet and thinks I’m done. Mic drop. This is going to fix all the problems that I have, but I’m sorry. I have news from you.

Your logo design is not a silver bullet.

What it is is it adds fuel to your fire. Okay? So if you don’t have absolute belief in the products and services that you provide before getting a new logo design, you are new, your new logo was going to do nothing for you. And in some cases you may not ever end up using it.

And I will say is, again, there are people out there who have spent thousands of dollars on new logo, design, new graphics, new branding, and they don’t use any of it. And then it all chalks up to a complete belief in their products and services.

So if you see logo design is the next step in your company’s evolution of achieving its goals. Then you may want to build off that momentum and have a new logo design to help enhance your marketing strategy.

But if you don’t well, then really what are you doing wasting your time? So let’s recap. Is this just a logo for you or isn’t an important marketing tool to help you grow your business by answering these five questions?

How long will you be in business?

Who is your target audience?

What perception do you want to communicate through your logo?

What success do you want in your business?

And do you believe in your products and services?

Answer those five questions can honestly, to yourself that will help you determine if getting a logo designer is in your best interest, or if it’s simply just, no, this is a hobby business.

This is this isn’t. I don’t know where this is going. And I really don’t care. That’ll help you save a lot of money and save a lot of time because at the end of the day mean you’re busy. You got, you got a business to run, you got fires to put out. And the last thing you want to be doing is wasting time and energy working with a logo designer or running back and forth, trying to get this person to put something together for you that you’re not happy with.

So ask yourself these five questions and you’ll be well on your way to figuring out what you need for a logo design. I hope that helps you out today. And I look forward to seeing you and having you listen in on the next episode of Pacenotes.