In today’s world of social media and “personal” brands, many businesses believe that traditional branding design has become irrelevant. But, the truth is that big name brands spend millions of dollars on branding and advertising every year to make sure you never forget about them. If they stopped doing that, their market share would suffer quite a bit.
A good example of an impactful and engaging brand is Coca-Cola, who maintains a very cohesive brand message and is named as the third largest global brand in the world by Interbrand. Being able to recognize a particular brand by its design -- in this case, a white ribbon going across a red background -- shows the power of brand design at work.
When you think of your brands mission and vision or whether it is making an impact, think about these four key points:
1. Brand Relevancy
Branding is about building relationships. It’s up to you to decide what your brand’s message is and how you will build and nurture relationships to keep your customers coming back again and again. If your message is not relevant to your audience, it can cost you money.
2. Product Branding
People will pay more for a product that is branded, even if there is no significant difference in terms of quality. An item with a compelling design and from a compelling brand will create more perceived value than an unbranded or generic product.
3. Brand Consistency
There is nothing more confusing and frustrating for a customer than an erratic and varying brand. Big companies have entire teams dedicated to keeping all brand guidelines in check, which really speaks volumes about the importance of staying consistent. Little details such as logo usage, colors, and fonts will start creating uniformity and stability for your brand.
4. Know Your Audience
Really get to know what your target audience wants! Today, a brand is an experience and you have to know how to create that journey to keep your audience engaged and hungry for more. If you can recognize your audience’s behaviors and patterns, then you can deliver tailor-made branding experiences.
Brands are like prisms. They collect a business’s personality and traits into one single point and then refracts them for audiences, so they can understand the brand’s message. This way, companies are able to make a lasting impression on their customers. Exploring and understanding branding design is what will help you set your business apart from the competition, so your customers will be praising you about their experience, no matter what.
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