Why your logo is the tip of the iceberg when it comes to connecting customers to your business?

When starting or acquiring a new business or preparing for business growth, the first thought on many people’s mind is their logo. Or they set their sights on the combination of graphics, colours and fonts which form their visual identity and say, “this is who we are.”

While a logo is what we recognise when interacting with a business product or service, a brand is so much more than that. In fact in some cases, your logo could be as little as 15% of the critical brand ingredients you need to support your business growth goals.

An iceberg is a great analogy to help describe the brand value sitting below the surface of your logo.


You have a story to tell, immense value to deliver and trust to build with your ideal audience. Put quite simply, when it comes to connecting customers to your business your logo is the tip of the iceberg that is your brand.

To have impact and remain connected with your ideal clients, you will need all the right ingredients below the surface. Let’s take a quick dive into why it’s so critical to the success of your brand.

3 things a successful brand achieves for your business…

Builds Credibility

You have probably heard the statistic that less than 3% of people are ready to buy from your company on their first interaction with you.

You have probably also heard that it takes as many as 20 interactions before they trust your brand enough to buy from it.

If you had to do the job manually, that would be an awful lot of emails and phone calls to make! Fortunately, not all of those touch-points have to be made personally by you and your team. As long as your branding is on point, those interactions could be via newsletters, social media posts, articles you have published, your company’s website, or any number of other ways.

If potential customers are receiving a consistent message and the same visual elements from your business, they are learning what to expect from you. They are beginning to understand how you can help them. Most of all, this consistency is building brand value and trust.

The story your brand tells creates credibility for your company and your story is what will draw the right kind of customers to your doors.


Highlights Your Value Proposition

It is a known factor that when you are in business, you will have competitors. Those competitors may even have a similar suite of products or services to your own business.

So, why would people choose to come to you over others offering them the same base service?

Three words… your value proposition.

Your value proposition describes how your product or service solves customer problems, the benefits they can expect and why they should buy from you over others. It is the thing that will draw people to you and make them return for more.

It is all well and good to have a value proposition and to make it known throughout your team. But, how do your prospects find out about it?

Your brand is a fantastic way of displaying all the value you can offer. That way, any time your past, present or prospective customers come across your business, they are reminded of the unique solution you can offer them.


Creates Relevance

When people are choosing a business to partner with, often emotions factor in the decision-making process. Before they invest a whole lot of time and energy into working with a brand, they want to feel some kind of a connection. Demonstrating the values, you share and your understanding of the problem they need to solve creates the relevance and a genuine connection with you.

Yes, you want your brand to stand out and be different. But there is no point being different if your ideal customers cannot identify the value of a connection with your business. So, nailing your relevance is a huge element in the success or failure of your company.

A well-crafted brand strategy defines the value you offer to your business customers. Establishing relevance within your partnership builds an authentic connection with high value, loyalty and business prosperity.

As you can see when it comes to connecting customers to your business, your logo is just the tip of the iceberg!

It’s the strategy and brand management structure below the surface of your identity that are critical to the success of your brand. They ensure you create a lasting impression with your ideal clients and present a consistent brand that’s aligned to your business goals.

If you’re looking to build a brand that achieves these goals for your business, let’s talk…

  • Our brand is relevant with our customers
  • We build credibility each time our customers interact with us
  • Our visual identity and messages highlight the value we offer our customers and sets us apart from the competition

Request a 30 minute discover chat with our brand strategist Tash by clicking here.

When Is The Right Time To Rebrand?

When Is The Right Time To Rebrand?

Are you embarrassed by the look of your brand?

Maybe you have had it for a while and it doesn’t really highlight what you do now that your business has evolved.

Your branding is how your prospective clients connect with your business.

If they aren’t making the right connection, then you will not be attracting the right people or giving them the right impression of your business.

If your brand is looking a little bit tired, then rebranding could be the answer.

But, what exactly is rebranding, why should you do it and when is the best time?

Let’s answer all of these questions in greater detail now…


When Is The Right Time To Rebrand?

What Is Rebranding?

A lot of people seem to believe that rebranding is all about changing the name of your business or redesigning your logo.

But it is so much more than that!

Your brand is more than the visual elements you portray. It is also the story you want to tell your customers, the problems you solve for them, the outcomes you can achieve, and the general emotional feeling they get from interacting with you.

That emotional connection is so important as it is what your clients and customers will remember. It is not the work done within a company that draws people in. It is their perception of what they think you do and how they feel about it that is the key driver.

Rebranding helps you to guide their perceptions. You can tell the right stories, make the right emotional connections, and generate amazing results for your business.


Why You Should Do It

Brand refreshes can either be proactive or reactive.

Over time, your offerings will evolve. So, the branding you had created at the beginning of your business journey, just doesn’t tell the right story any more. You can grow out of your original branding over time.

Your old brand could be holding you back! If it doesn’t resonate with your ideal clients or align with your current direction any more, then it could be impacting your opportunities and the business’ ability to grow.

Branding can be really powerful when done right. It can draw in the right people, help them get an in depth understanding of what you do and make you instantly recognisable in the market.

While rebranding can be a big exercise to undertake, not taking action soon enough may have more long lasting impacts on business revenue.


When Is The Right Time?

So, the only question left is… when is the right time to rebrand?

As we have just learnt, your brand is far more than the visual components you project. Your brand begins with your values, your mission, and your beliefs. You need a great strategy that aligns with those things and projects your business story to the world.

If you don’t have these things in your current brand, or you haven’t even thought about how you might convey them, then it is time to rebrand.

Once you have the backbone of a great brand strategy, you can position your business for growth and success.

It means when people connect with your marketing or any other business touchpoint, they are getting the right perception. They are getting the expectations you want them to have. That way, you can deliver exactly what they need.

We often get asked when is a good time to rebrand here at Arteria. The answer is not as simple as, “two years after you begin trading”, or “when you reach $200k turnover”.

The answer is actually that the right timing depends on what impact the current brand is having on the growth of the business. If you are facing the following challenges then it’s time to act.

  • The brand is outdated
  • The business is changing direction and brand wont ‘stretch to fit’
  • You’re growing and your brand feels stale
  • You’ve lost market share and lost in the competitors shadow

Where to from here?

A rebrand can be a complex project to undertake and often starts with preparing your stakeholders, internal and external. Without a careful plan of attack and a well-managed process, the rebrand can quickly go off the rails.

That’s where we can help.

Click here to get in contact with the creative team here at Arteria – rebranding is one of our specialities!

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