As much as you think you can do it all, sometimes you need to know when to step outside of your comfort zone and hire a consultancy to do what they do best! And, for most companies, brand design is one of those times.
A brand design consultancy conducts market analysis to analyse competition, market intent, and online presence. Through them, companies can get to know its main competitors and identify a strategy to outrank them.
Here's what Michael Marsland-Root, Owner and Creative Director of Red Five Design, had to say on the subject -
“Small businesses often consider branding as only something large companies do. People associate it with big advertising campaigns, something unaffordable, and not for their small business.”
With that in mind, let’s begin by busting the most common myth - "Brand Design is just about making a brand good-looking."
NO, it's NOT!
- It is the personality of your brand.
- It is what the brand stands for.
- It is a tool to communicate and establish a brand-consumer relationship.
Though being a crucial part of a brand’s growth journey, the design remains the unsung hero.
A brand design consultancy helps a brand leverage and unlock the true potential of its marketing and communication.
Can All Complicated Designs be Simplified? - Click to Find Out
Let's take a look at some of the core aspects of how a well done brand designing creates a direct impact on your business growth -
Strong Brand Image through Logo
Symbols or logos are graphical representations of brand identity and are key to building a brand image and central to a consumer’s brand perception. Strong symbols can accumulate significant cultural capital that is understood across different markets. The repetition of icons and symbols leads to strengthening the brand image over time.
Example - The 'tick mark' logo is immediately associated with the brand 'Nike'
Connecting with consumers emotionally
Your brand design is the primary mode of communication between consumers and your brand. And it is this constant touch-point that helps develop and evoke emotions about your brand inside the heads of consumers, over time.
Example - The Apple logo
Though Apple is in the business of computing and electronic devices, its logo now evokes entertainment and class alongside its core competency.
Easing consumer decision-making
A distinct and consistent brand identity eases the decision making for consumers. Marketers should prioritise the development and management of a brand’s assets, such as colour, logo, slogan, tone, and tunes, which are unique and easy to communicate. These elements should be used prominently at point-of-sale communications to ease selection of your brand over competition.
Example - The Vodafone Brand
Influence customers subconsciously
Colour is a powerful subconscious driver of brand identity. Among all the reasons why customers prefer a brand over others, colour can account for up to 85% of the reason. It can also increase brand recognition by 80%. Many product categories have signifying colour codes and following them can quickly help your brand’s product to associate with the category. However, a brand must challenge colour conventions in order to stick out from competition whenever required.
Example - Red = Coca-cola = Sharing Happiness
Easy recognition among competition
A well-designed visual identity is increasingly important, because now-a-days, brands are not just competing with rival brands. They are also competing with growing media fragmentation and dwindling attentions spans, owing to which brands are just glanced at briefly. This hinders the relationship-forming process. Visuals are therefore more important than ever to convey brand identity immediately and instinctively.
Example - The big yellow 'M' of McDonalds is immediately recognisable across the globe!
Driving business growth
Brand identity is a design system that communicates the brand idea consistently through product packaging and at every customer touchpoint including website and retail store.
A P&G study conducted from 2006 – 2009 demonstrated that design-driven brands create more shareholder value, thus quantifying the financial impact of a consistent design system at the heart of a successful brand identity and image. Having the right brand design can help your brand in more ways than you can imagine.
Seagull Advertising is an integrated brand design consultancy that helps brands grow by creating a brand identity and language that connects emotionally with its target audience. We always strive to deliver a powerful first impression - improving shelf throw, and creating a unique identity with a high memorability quotient.