Finding the balance
Gone are the days of design for the sake of pretty pictures. Without a mix of strategy and creative execution, a brand simply lacks substance.
In the market that brands live in today, it is increasingly difficult to become noticed.
Consumers are continually bombarded with advertising and a plethora of competing organisations bidding for their business. With traditional advertising and the ever-expanding digital marketing opportunities, it becomes even more difficult to cut through the clutter to reach audiences.
For consumers, choices are overwhelming, and they often struggle to compare the features and benefits of brands. When they have lots of products or services to choose from, people often make a decision based on cultural, emotional and value-based feelings with less focus on price and features.
To ensure marketing drives the best traction with consumers, brands need to be focused with a clear and succinct offering, and more importantly, an offering that is meaningful and clearly different from the competition. So how can brands become more powerful in the marketplace, and more meaningful to customers with so much choice?
Brand Strategy – Brands are only as good as the intelligence behind them.
A brand strategy helps to find a brand’s “Mojo” – in the words of Austin Powers! It helps us to understand a brand’s uniqueness in a marketplace of similarities. Through a considered and strategic approach, we can define the questions that make brands different.
What do we do that is different?
How do we do it in a way that is meaningful to our customers?
Who are our customers?
Where does our brand live?
Why does our brand matter to our customers?
The answers to these questions can help a brand to find its unique point of difference in a market full of clutter.
Brand Design – Designing a brand’s uniqueness
Once we understand a brand’s “Mojo”, its uniqueness, and why it matters to customers, it’s time to tell the world about it. But if we communicate that message in the same mirrored fashion as other brands, the value of the strategy is reduced.
The main purpose of branding is to get more people to buy more stuff for more years at a higher price. A brand’s visual treatment, messaging and meaning needs to be visually succinct, speaking in a language that connects with consumers. When implemented correctly, a brand’s visual representation can generate desire, provoke a reaction and inspire audiences.
The connection between a brand strategy and the brand design is important. It is the bridge between analytical thinking and creative implementation, and when done properly can create powerful connections with audiences. Gone are the days of design for the sake of pretty pictures. Without a mix of strategy and creative execution, a brand simply lacks substance.
Brand Delivery – Delivering an outcome that adds value to a business
If the questions above have been answered with conviction and certainty, delivering a brand to market becomes a lot easier. We understand who our customers are, where we are communicating our brand and the message that makes us unique. However, all communications need to succinctly work together to deliver an outcome that adds value to a business.
It is about creating an engagement funnel that touches our customers at the right place, at the right time, and that leads them to make a buying choice in favour of our brand. Understanding and defining communication channels is one thing, but delivering them to market in a strategic way simply capitalises on our investment.
In a fast-paced world, technology and social behaviours change quickly. To maintain a brand’s relevance and uniqueness, we continually need to analyse our brand’s positioning and performance. It is also important to stay connected with what our customers think and adjust our message. This keeps a brand relevant and drives long-term relationships.
By adding more focus to a brand through strategy, focused messaging and design, while staying present with our brand’s relevance in the marketplace, the investments we make in marketing drive far greater outcomes for our business.