I can safely assume every marketing professional must have at least once encountered in their professional career, clients demanding bigger sized logos.
If you’re a client, you exactly know what I’m talking about. You find it ridiculous when your marketer fixes a small logo and you wonder how exactly he/she is trying to gather identity for your brand by doing that.
No matter how good a graphic is, or the copy supporting it, majority clients typically complain about the logo being smaller than they would ideally prefer it.
Many a time, marketers do respond to their clients’ request and increase the logo size even if logic doesn’t demand it. They do it with the fear of not displeasing a client and end up sacrificing larger objectives with this short-term trip.
Clients too sometimes are hell bent and direct their agency to take their big logo demand very seriously.
Let’s understand why that happens –
Client’s Line Of Thought About Logo Size
Based on my interaction with multiple clients on the issue and study of human psychology, I know now why this most likely happens.
Clients feel that they are spending a lot of resources on their marketing. They wish to generate RoI from their money invested, which is very fair.
According to them, a really prominent and big logo has higher chances of carving a brand identity due to mere visibility.
So, their line of thought is not really that flawed in this sense. They care about ROI which is a good thing.
But as a marketer, if you go by this tactic, do you think you’re actually helping your client in generating greater RoI?
The Logic Behind Building Any Successful Branding Activity
Let’s face reality. Nobody cares about any product or service you are selling. They care about themselves. They care about the value they will get.
This value can never come from a logo/company but from useful content. Content that resonates with a client, that helps him/her get closer to what they want or need.
You provide value to the prospect in terms of great content, earn attention and earn the right to sell.
Only then is your logo important.
The focus in any content marketing material should be value first. Only after that is catered too, does the company even count.
For example –
This iconic advertisement by Daihatsu is a great example that can draw eyeballs and build brand value in spite of small logo.
- Powerful Copy – Catchy, Emotional & Proves Advantage
- Supporting Product Image
- Small Logo
Besides the value proposition diluted, some other reasons as per Huffington Post to not place a big logo include:
- Waste of space – It takes up the white space that enables the prospect to focus on the key message
- Message of insecurity – Big logos are like shouting out, which is a clear indication of insecurity according to psychologists.
So What Do Great Marketers Do?
In case of clients asking for bigger logos, great marketers often resort to the following –
Great marketers communicate with their clients as collaborators in raising ROI. They discuss the strategy with their clients and explain the tactic or approach they are following.
If they help the client understand the logic behind their actions, they are more likely to happily agree to the marketer’s version.
Reiterate the importance of personas
Very often, clients suggest cosmetic changes from their own point of view. Again, this is a very natural thing to do for any person.
Good marketers explain them the importance of using personas. In other words, thinking in their buyer’s shoes. They are not necessarily the same kind of individual their ideal client is supposed to be. A reminder of the same is very important in achieving correct brand positioning.
Smart Marketer’s Hack
Many times, there do exist a certain type of clients who are stubborn about what they want and do not go with the marketer’s version if it contradicts the purpose.
Marketers with a long-term vision do their best to help the client, with this one small trick.
If they have to present the client with say 3 options, they send an ideal one and two with a smaller logo than they recommend.
The client is more likely to go with their version in that case.
This is nothing but the use of decoy effect in behavioural psychology.