No Logo! Why Your Obsession With Branding Costs 16% of Your Sales
This article has been adapted from Brent Hodgson’s latest book “Unassailable: The Tiny Tweaks That Create An Unbeatable Advantage In Your Marketing.” (Available via Amazon (https://www.amazon.com.au/Unassailable-Tweaks-Unbeatable-Advantage-Marketing/dp/0648338916), Wordery (cannot access), Angus and Robertson (https://www.angusrobertson.com.au/books/unassailable-brent-hodgson/p/9780648338918?gclid=EAIaIQobChMIicKE18zU2wIVyI6PCh1XZwDDEAYYAiABEgIGfvD_BwE) – and for a limited time at a discount via the author <http://www.brenthodgson.com/unassailable-vip-order-page>.)
A trend I see among far too many business owners is to spend weeks – even months – pontificating about a business name, and designing their logo.
But who cares!
Certainly not your customers – and I can prove it too.
Although logos have traditionally been seen as a valuable branding tool that increase sales, our testing demonstrates that this is not always the case – and that a distracting logo can have a substantial negative impact on sales.
In one conversion rate optimisation test, we measured the effects of removing a logo from product pages in a large ecommerce store.
This one test led to a 16.07% increase in sales!
For a retailer with multi-million dollar annual revenues – this outcome can be measured in the hundreds of thousands of dollars.
In the context of One Page; One Outcome; One Focus; One Message – a logo doesn’t relate to an outcome, it takes away focus, and it mixes branding messages with sales messages.
This article has been adapted from Brent Hodgson’s latest book “Unassailable: The Tiny Tweaks That Create An Unbeatable Advantage In Your Marketing.” (Available via Amazon, Wordery, Angus and Robertson – and for a limited time at a discount via the author.)