Week 6 – MBA 6601 – The Importance of Branding & Logo, and how AI can help you develop a Logo

 

(OpenAI, 2024).

A company’s brand and logo are important to distinguish your business from the competitors. A logo should be clear and concise so it can convey the feeling and message you want consumers to experience and understand (Westgarth, 2018). Logos that are hard to understand or confusing to look at can fail to attract consumers to your business or fail to make connections with what your business is trying to sell. This is why incorporating the product/service you are trying to sell into your logo can be beneficial (Westgarth, 2018). This is where a company’s brand comes into play because a brand is a company’s identity (Jones, 2023), and a logo should be able to convey that identity to consumers.

Why is it important for companies to have a brand and logo to distinguish themselves? In this day of age, consumers are exposed to a lot of brands and logos in their daily lives (Jones, 2023). With so many brands and logos out there, a company’s brand and logo need to be memorable to consumers. Failing to be recognizable to consumers will lead to businesses being lost among other brands and logos out there. Consumers are exposed to other brands and logos through websites, business cards, products, packaging, merchandise, customer communication, and social media (Goldstein, 2023). With so many locations where consumers can be exposed to brands and logos, companies must be consistent with their identity in every channel they are reaching their attended audiences. If a company knows where its targeted audience spends most of its time, the company’s identity must be consistent on all channels. Any inconsistency with their brand and logo can lead consumers to think the company is ingenuine. This would lead consumers to not trust the company.

Coming up with a logo can be difficult to create for many business owners. Fortunately, there are AI programs that create logos for business owners for free, such as Adobe Express, Wix, and Looka. Although these programs offer great services in creating a company’s logo, the creation provided is limited. For example, using Adobe Express provides a limited symbol you can use in your logo. Depending on the industry you are in, the symbols they provide may not match with what your business does. However, Looka provides various symbols, but there are times when the same symbols appear in different industries. As I mentioned earlier, a business needs to make its logos and brands memorable to consumers. If multiple companies are using the same symbols in their logos, it can confuse the targeted audience. From reviewing Looka services, they provide the same colors, logo designs, typography, and images. For example, I created the following logos with Looka for a video game company and a marketing consulting company:


            If you do decide to use Looka to create your logo, business owners should be aware that they will own these logos even after they end their services with Looka, but Looka will not copyright these logos for you. Copyrighting these logos will be the business owner’s responsibility. If the logo’s colors, images, designs, and typography are not copyrighted, other companies can use these elements and it will make it difficult for a company to distinguish itself from its competitors. Although this could cause problems if business owners are not aware of this, services like Looka can help many small businesses create logos for their brand and set themselves apart from their competitors. Overall, Looka's services can be utilized by large companies to help them use different marketing methods to advertise to their targeted audiences. Just remember to register your logos to the appropriate government body.

Reference:

Goldstein, K. (2023, October 18). What is a logo and why is it important for your brand. Wix Blog. https://www.wix.com/blog/what-is-a-logo

Jones, K. (2021, March 24). Council post: The importance of branding in business. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2021/03/24/the-importance-of-branding-in-business/

OpenAI. (2024). An abstract image representing marketing branding and logo design [Digital image]. OpenAI DALL-E.

Westgarth, A. (2018, November 30). Council post: The importance of having the right logo. Forbes. https://www.forbes.com/sites/theyec/2018/11/30/the-importance-of-having-the-right-logo/ 

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