It has become an ongoing joke between myself and my husband that I choose not to stay at a hotel or eat at a restaurant because I don't like their logo typeface. Whilst this is just a bit of banter between us it is actually a serious unconscious influence that your customer/lost customer will have knowingly or unknowingly registered.
We are all aware of the importance of a brand identity, this logo or mark is usually one of the first things that potential customers will see. Have you ever asked yourself what your chosen typeface may say about you? Is your typeface too loud and fun when you are trying to position yourself as a high end, serious foodie restaurant or on the flip side does it give the impression of being too exclusive or expensive when you are aiming to attract a mid market family customer base?
It is worth taking some time to look at your current typeface, write down the first 5 things that spring to mind, is this where you what to position your business? Remember what TYPE of customers you would like to attract, people react to all touch points of your business so something as simple as your typeface can have a massive influence.