Three Quarters of UK Businesses Confuse Consumers with Company Logos
Three quarters of UK companies admit that their business logo may be causing more confusion than clarity to consumers trying to work out what products and services they actually offer – a new survey reveals.
According to research by Prontaprint, the country’s leading design and print-on-demand expert for business, half of those companies surveyed admitted that brand identity was of little importance to them when launching their business – with over 77 per cent spending less than one day researching their corporate logo and colours.
On the flip side, a separate study of consumers revealed that 78 per cent of people state that company logo and colours is at the top of the list, alongside value, when it comes to making a purchasing decision.
The study also confirms that the wrong image could be costing UK businesses dearly, with more than 55 percent of bosses believing their turnover would ‘significantly increase’ as a result of research and changes to their brand identity. Shockingly despite this, 88 per cent of firms across all sectors insist they have no plans to change their corporate logo.
Even more surprisingly, over three quarters of companies surveyed confirmed that the predominant colour in their logo is blue, however, stated red as the colour they believe is most effective in reaching consumers - acknowledging it to symbolise dynamism, action and energy.
Of those consumers surveyed over half also associated the colours red and gold with success and would therefore be drawn to companies displaying shades of these colours within their logo. Green and blue also came out as positive colours, promoting an association with safety, whilst purple was seen as conveying quality. Colours associated with failure were predominantly yellow, grey and brown.
Keith Davidson, Head of Marketing for Prontaprint, comments; “Today’s visually oriented and brand-savvy consumers have elevated the importance of brand, which is why it is so surprising that the majority of businesses are in doubt as to whether they are correctly conveying their business credentials.
“A strong brand reflects that a company is professional, well organised and driven to succeed. It enables it to stand out from the crowd, giving consumers a strong sense of the personality and values of a business.
“The results speak for themselves. Consumers admit that elements of a brand, such as colour and logo, influence their ultimate purchasing decision and UK businesses need to pay heed to this. Too many spend little time considering their visual identity, or are unwilling to invest in order to increase their customer base – even though they are well aware it will ultimately boost their bottom line. Prontaprint offers an integrated creative design and print service ensuring our business clients get the best results under one-roof.”
Prontaprint conducted the research following the roll out of its distinctive new brand identity last year, which saw a £3million investment and almost two years research into the market, brand development and training. The initial six-month trial across seven centres prompted a sales growth of nine per cent compared to one per cent for the rest of the network and to date the new positioning has prompted average growth of +18 per cent in the first year across the UK and Ireland.
Prontaprint recently secured the accolade for ‘Best Brand Management’ in the prestigious Franchise Marketing Awards as a direct result of the introduction of its new brand and co-ordinated repositioning strategy to attract higher value business clients.
Keith concludes; “We have evolved our brand positioning with the aim of delivering three key objectives; enhancing the company’s B2B image, differentiating the brand within the market place and communicating our service offering more effectively. We have recently been awarded Business Superbrand status for the sixth year running - a testament to the continuous evolution of the company.”
For further press information and images please contact:
Amy Garbutt/ Kathryn Chitty - Prontaprint Press Office
Tel: 0113 213 0300/ 07971 749 088
For more background on Prontaprint, visit http://www.prontaprint.com
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