Whether we realise it or not, many of the purchases we make are influenced by brand and design. From the clothes we wear and the food we buy, to the restaurants we eat in and the gyms we frequent; our choices as consumers increasingly define who we are and how others see us.
In order for a business to grow, a company’s brand must be specifically targeted to appeal to its potential customers. Businesses often have a split second to convince a customer that what they can offer will not only meet, but exceed their expectations. In the fast paced world we live in, consumers make quick assumptions about what a business has to offer just by looking at their shop window, website or brochure. If a brand doesn’t immediately engage with a customer, then the chances are they will look elsewhere.
So, the first thing we need to understand exactly is; what is a BRAND?
One of the most important ways businesses can project the right message to their target customers is through careful thought and good design. The key to a successful brand is to strategically identify the company’s target market, brand values and attributes, USPs, key messaging and service offer. This is the Brand Strategy. It provides clear guidance and focus for how your overall brand image should look. Once a solid Brand Strategy is in place, the creation phase can commence; communicating it all clearly and concisely using strong, proven graphic design principles.
Often, as a business owner, it is difficult to see your business from an external perspective. To see it as others see it. You understand your business fully, so how is it possible to know whether your target market understands it as you do? This is where an external perspective from a branding expert can really help refine your messaging, making sure it relates directly to your customers.