We all make quick judgments based on initial impressions of a product or service. Research suggests we decide within 2 seconds if a website is worth our time. So what better way to create a positive first impression with potential customers than by having a truly representative logo for your business?

Let's take a closer look at 5 top reasons why it's important to have your logo speak about your brand to keep in mind when you're making your logo.

1) To show customers who you are

A great logo should tell customers something about who your business is. This helps them to decide if they want to do business with you, or not right, away. If you are a high end restaurant that sells steaks, you want customers to understand that from your signage as they are driving down the road thinking about where to eat. If you are a budget thrift shop, you also want to clearly convey what you have to offer to passerby's. It helps to draw the right people to you.

2) To set your brand apart

Next, in order to successfully sell a product or a service, differentiation is important. You need to have an advantage over your competition. Your customers will be more loyal to you if you have a differentiating factor they care about, and expressing it through your logo reinforces that separation to help you stand out.

For example, a printing company may have four competitors in their town but they are the only one that makes eco-friendly "green" practices their utmost priority. By branding themselves as "green" and including that in their logo, they can create a competitive advantage that sets them apart and earns loyal customers. Your brand can take advantage of that same tactic by expressing your key differentiator in your logo.

3) Because it will be everywhere for years to come

This is a big one. Having a logo that is a reflection of your brand is time, effort, and money well spent because you want to be able to keep it for years to come. It builds notoriety and authority over time so it should be an image that represents not only what you are, but what you plan to be.

You will see many brands slightly alter their logos, like the New York Times for example, as their companies grow and change but most try and keep the basic components so their audience doesn't feel betrayed.

If you initially have a logo that is not representative of your brand and then you change it, you may receive backlash from your audience, like Instagram earlier this year. There's even a slew of articles on how Instagrammers can get the old logo back on their app.

So long story short, you want your logo to be as true to you and timeless as possible to build equity in it.

4) To avoid confusion

If your logo speaks about your brand, then it will be instantly recognizable. It will require no explanation and will speak for itself. Great examples are McDonald's Golden Arches or Starbucks' mermaid siren. A logo that achieves this type of instant recognition will avoid confusion among your customers.

5) To communicate your message without words

If designed correctly, your logo will be a powerful representation of your brand that will resonate with your customers at a glance, even without the benefit of text.

Doing so allows customers to read between the lines and allows you to communicate your brand's message in a subtle way. This is more effective than browbeating your customers with a hard-sell.

The takeaway

Your logo is arguably the most important aspect of your brand identity. It appears practically everywhere - on your website, business cards, banners, flyers, brochures, signage, and stationery. For this reason, you need one that accurately represents your business and your values. If you don't, then people might get the wrong impression about what your business is all about.

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Written by Jessica Walrack on Monday, November 21, 2016

Jessica Walrack is a professional freelance writer with a background in sales and marketing. After 7 years in the corporate world, she stepped into the online sphere and has now been freelancing for 4 years. She specializes in helping businesses to create a stellar online experience for their audience in order to build industry authority and increase profitability. In her spare time, Jessica enjoys traveling all over the world with her family.