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Hot take: maybe the brand manager who said "stop using your logo on everything" had a point
Last year my director told me to stop plastering our logo on every social graphic and I thought she was crazy. I argued brand awareness requires visibility. So I kept doing my thing for 6 months and our engagement stayed flat. Then I ran a test where I removed the logo from half our posts for 2 weeks and those got 30% more clicks. Has anyone else had to eat crow on brand advice they ignored?
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ben4865d ago
Oh man, I actually think there's a little bit of a misunderstanding here about why that happened. It's not that the logo itself was hurting your clicks. It's more about how you used it. If your logo was big and slapped right in the middle of the image, it probably blocked whatever people actually wanted to see or click on. People tune out stuff that looks too much like an ad, you know? A subtle little watermark or a logo in the corner usually works way better than a huge one. So your director had the right idea about being less aggressive with it, but its not like branding is useless. Its just about not being so in-your-face about it.
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Yeah that makes a lot of sense actually. People's brains are wired to ignore stuff that screams "this is an advertisement" and a big logo right in the middle basically does that. Idk maybe it's just me but I think the real lesson here is that branding works best when it feels natural not forced. Like if you shrink the logo down to the bottom corner and match the colors to the rest of the design, people might not even notice it consciously but it still registers. The whole point of a logo is to be recognized not to be the thing that stops someone from clicking. So yeah your director was probably onto something with the "less is more" approach, its just that the specific execution matters a ton too.
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