No Logo! Why Your Obsession With Branding Costs 16% of Your Sales

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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 AmazonWorderyAngus and Robertson – and for a limited time at a discount via the author.)

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 AmazonWorderyAngus and Robertson – and for a limited time at a discount via the author.)


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