Branding to Create Profit
Successful design must be built around a strong backbone of meaning.
In today’s world we are flooded with images, messages, graphic design and advertising from every direction all day every day. There are so many logos and brands out there, but many lack meaning.
What does your brand mean? What does it make you feel?
If you don’t know then it is costing you money, not making you money.
That brand, along with any marketing involving that brand, is then costing you money.
Change your graphic design bill from an expense into an investment that creates profit.
What your brand should achieve:
1. Attract the correct audience
2. Define a simple but important message
3. Consistency across mediums
… and in turn equals Efficient communication.
These outcomes or goals need to be considered strategically by both you and your designer if you are going to create a strong and successful identity for your company.
Here is a quick explanation of the importance of each consideration and how it can make or break your business;
Attract the correct audience
You must nail this first step if you are to capture the slice of the market you want. Who do you want to attract to your brand? Consumer or corporate, cheap or expensive. Do you make your money from selling to the masses, or a select exclusive group. This needs to be defined clearly through your brand before you open your doors.
Define a simple but important message
Once you have the attention of your audience, tell them what they want to hear! A potential customer has to feel something. They really want to know that you are traditional or innovative, technical or relaxed, bold or conservative. You can thoughtfully include many different messages to give a sneak preview to the feel of your brand, essence of your product and the culture of your company. If it’s done right, this message can be communicated strongly even without words.
Consistency across mediums
Your brand should be something you can use and apply effectively across everything. It can now be combined with other elements across mediums that take your brand to the people. Your brand needs to be consistently applied to all print and digital marketing to continue communicating your message. There are many tools we can now use to promote your brand.
Efficient Communication
Efficient communication can only be achieved once the first three crucial considerations are in place. Without the strong brand, anything you spend on advertising will be money wasted – you will just be wasting energy yelling at deaf ears. With the right brand, you have already attracted the correct audience and told them something they want to hear, your halfway there with a full tank of fuel remaining. They are already a qualified lead and interested in your business. You can still utilize a marketing budget if it’s available, but it’s now going to be twice as effective.
We need a new brand, but how do we do it?
Imagine your brand in a human form… What would it look like, sound like, smell like? Give your new brand human characteristics, bring it to life with feelings, emotions and messages so that it can connect with a real person.
We can give a brand a unique persona through shape, color, weight and balance.
Once we have your identity sharp, let’s use some clever tools to push it out to the people.
Ask us to transform your brand into a successful communication tool that really does speak for itself.