A good company logo can not only create attention, but it should also be a talking point.

Branding expert Salvatori Avati said most businesses didn’t give a lot of thought to their logo but if they got it right it could draw a lot of new custom, simply because it inspired curiosity.

“When I designed my own logo I was looking for something unique and I didn’t realise at the time just how instrumental it would be in terms of creating interest,” said Ms Avati.

“After coming up with the name I designed a theme around Blackjack incorporating the four suits symbols in my logo and designing my business card to look like a playing card,” he said.

“At the time I wasn’t aware but the logo on my shirt created a lot of interest and curiosity.”

“A lot of the time people asked me if I sold casino merchandise.”

“I realised that every time I was asked this question it gave me the perfect opportunity to talk to them about my company and the products and services I provide.

“Often they would ask for my business card and this was met with more interest and approval.”

Mr Avati said creating a good company logo should help a business owner do the following:

• Create a personal connection: Having an interesting logo sparks conversation and interest. People want to know why the logo was created and where the idea comes from.
• Create a relationship: Having a relationship with your customers is more important than ever. If someone feels they have an understanding about who you are based on your logo, they are more likely to like you and become a customer.
• Create a memory hook: If you have a memorable logo you will always stand out from the crowd and potential customers will at the very least, remember you.

“I can’t tell you how much business I have generated simply out of this blackjack logo idea.”

“Business owners must understand that when you or your business staff wear a uniform with your company logo you become a promotional product for your company.”

“For example, if you have Joe Bloggs Electrical Services on your logo people are not going to approach you unless they need an electrician.”

“If on the other hand you have a great designed logo that is not so literal it will encourage curiosity and may get people to ask you what you do.”

“Once you have their attention, you have a great opportunity to talk business.”

Mr Salvatore runs Black Jack Merchandising which manufactures, imports and supplies premium quality clothing and apparel and branded merchandise to corporate, hospitality, industry and sporting organisations.
To find out more about how well branded merchandising can help grow your business visit www.bjmerchandising.com.au