What Your Logo Says About Your Business
Your logo is often the first thing people notice about your business—and like any good first impression, it says a lot before you even say a word. Whether it’s bold and modern or soft and vintage, your logo is silently shaping how potential customers perceive your brand.
If you’re running a small business, getting your logo right isn’t just a design decision—it’s a strategic one.
Your Logo is More Than Just a Pretty Picture
Logos are a visual shortcut to your brand identity. They communicate your values, personality, and even your level of professionalism. According to Wheeler (2017), a well-designed logo can build recognition, create emotional connections, and distinguish you from competitors.
Think about the colours you use: a bold red might signal energy and passion, while cool blues are often linked to trust and professionalism (Phillips, 2020). Typography matters too—modern sans-serif fonts can make you look contemporary and tech-savvy, while script fonts may lend a more personal or creative feel.
Not sure where your logo stands? In our Canva classes at Plum, we help small business owners decode design choices like these and empower them to make purposeful decisions.
Your Logo Sets Expectations
A strong logo sets the tone for your customer’s experience. If it looks polished and consistent across platforms, people are more likely to trust that your services are just as dependable. On the flip side, if your logo feels outdated, cluttered, or mismatched from the rest of your branding, it may send the wrong message—even if your work is top-notch.
Kapferer (2012) argues that cohesive branding signals competence. So when your logo aligns with your website, social media, packaging and signage, it creates a unified brand experience—and that’s what builds customer loyalty.
Need help aligning your visuals with your business values? That’s exactly the kind of work we tackle in our one-on-one Canva sessions.
Common Logo Pitfalls to Avoid
Let’s be honest—DIY logo design can be tricky. Some of the most common mistakes we see include:
If any of this sounds familiar, don’t stress. Our Canva classes are designed to give you the tools—and confidence—to refine your brand without the overwhelm.
Your Logo Tells a Story
Ultimately, your logo should tell the story of your business. Whether you’re a local café, a tradie, or a home-based side hustle, your visual identity should reflect who you are and who you serve.
Through our branding sessions and Canva classes at Plum Digital Hub, we help you ask the right questions:
- What do you want people to feel when they see your logo?
- Is your current logo aligned with your business’s current direction?
- Is it time for a seasonal refresh or a full rebrand?
We’ve seen how a thoughtful design update—even something as small as adjusting your font or simplifying your icon—can breathe new life into a brand.
Your logo isn’t just a design element—it’s your silent ambassador. It tells customers who you are, what you stand for, and why they should choose you.
If you’re ready to take control of your brand’s visual identity, our Canva classes are a great place to start. Whether you’re creating your first logo or refreshing an existing one, we’ll help you make choices that look good and feel right for your business.
References
Kapferer, J.N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. 5th edn. Kogan Page, London.
Phillips, B. (2020). Visual Branding: The Power of Imagery in Marketing. Bloomsbury, London.
Tuten, T.L. & Solomon, M.R. (2020). Social Media Marketing. 3rd edn. Sage, London.
Wheeler, A. (2017). Designing Brand Identity: An Essential Guide for the Whole Branding Team. 5th edn. John Wiley & Sons, Hoboken.
