Do brand logos influence purchasing?
Brand logos possess the power to influence consumers and drive brand recognition. Logos are the direct representation of a brand, and its power lies in its recognition and credibility. The more well-known they are, the more influence they have on people’s behaviors relative to purchasing. fact, research from Zippia states that, “73% of consumers are more likely to trust and buy from a brand that they know” and logos are a driving factor for this.
Logos are created with several components including design, colors, and symbolism all working together to create a unique image that helps consumers instantly recognize and associate with a particular brand. An example of this would be the McDonald’s “M” logo, with its bright yellow and red colors etched vividly into the minds of millions of people worldwide. In a survey by Sponsorship Research International of 7000 people across 6 different countries, it found that more people recognized the golden arches symbol (88%) than the Christian cross (54%).
The main purpose of a brand logo is to create a positive association to its brand with the consumer which sticks in the consumer’s mind. In digital marketing and digital advertising, logos represent their brand to uniquely stand out from other brands and make their image known and recognized through that logo, and the same can be said with all other forms of advertising. TV advertising, such as direct response TV (DRTV), CTV, and infomercials, all generally advertise brands with logos, and the more these advertisements are seen, the more people are able to effectively make that association with the brand.
The logo of a brand is a big symbol in social media marketing, as brands doing TikTok advertising, Facebook advertising, Instagram advertising, and so on, can incorporate logos into ads, with video advertising being the most effective.
The importance of the logo and a negative impact of such is the social media platform Twitter rebranding its logo. Instead of the iconic blue and white bird that the world is used to, it is now a black and white X. Daily Dot states, “From a branding perspective, it’s a bizarre and self-sabotaging move. Twitter is an established, internationally recognizable name. It’s cited in untold numbers of books, broadcasts, TV shows and news articles. Every internet-literate person knows what a tweet is.” This logo has change left users mystified and unhappy and has caused an exodus of users
Smaller companies and startups can create unique and memorable logos and due to the digital marketing landscape can have more of an edge than having to compete for big budget PR and TV dollars. A smart, savvy design with meaning can go a long way to engendering trust with consumers and thus purchase intent.
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