Finding it difficult to get through the maze of Brand decisions?
Ensuring that brand design is a competitive advantage can be a challenge. design4brand has a simple, but thorough 4-Step process to guide you through your brand strategy and brand design decisions. We help ensure that the design of your products and services personifies your brand identity and supports your brand portfolio.
We can help you balance your brand investments to maximize your share and profit.
Add Some Sense to Be Compelling
What makes someone choose your brand over another? How do your products reflect your brand identity? As your promise of what you stand for in the marketplace, your brand must be both relevant to consumers and different from your competition. When you design for your brand, you integrate marketing analysis and design instincts. Whatfs going to be relevant to your customers is based on where your products are in their market lifecycle, and on the spoken and unspoken needs of your customers. You may have a technology advantage over your competition, but is that what is important to your customers? Your brand design elements must show your customers that you get them. They must not only communicate the functional advantages, they must radiate the emotional cues that attract and retain your customers. Do your brand elements engage senses other than sight? What does your brand sound like? Smell like? Taste like? What is its feel? Effective brand identity design considers multiple ways to express your brand persona and value proposition, all aimed at reinforcing customer preference.
Make Your Brand Elements Consistent
Is your brand firing on all cylinders? Your customers know your brand by what they experience at each touch point: advertising, selection and purchase, initial use, ongoing use and support, and disposal or recycling. Each of these touch points presents a moment of truth where your customers form an impression of your brand: good, bad or indifferent. They respond to the emotional message of your brand persona. Are they experiencing a coherent and harmonious expression of your brand value proposition and persona? Or are some elements a bit schizophrenic? Does the product design present a steely, functional personality while the packaging communicates fun and carefree use?
design4brand can help ensure that your brand elements are working together. We can audit your current brand expression, from internal documents through customer support experience, and let you know where those elements are in conflict, and what to do about it. We?ll help you craft the game plan for your entire product line. We can work directly with your design and marketing teams, with your preferred vendors, or call upon our top name partners to provide you a complete solution.
Is Your Brand Strategy Cost-Effective?
Wouldn?t it be great if your CEO walked into your office, plopped down a check for $100 million, and said, ?I don?t care what it takes, just make our brand the most powerful in the market! And there?s plenty more where that came from!?? OK. Stop daydreaming. Back to budget reality.
You know that you need to re-invest in your brand on a continual basis, but where to invest those precious dollars: Advertising? Product design? Core features and functionality? Packaging? What will have the biggest impact? Understanding your brand drivers and their evolutionary state is critical to wise application of brand dollars, even more so when you have a portfolio of brands and products. Do you take a peanut butter approach to funding your sub-brands or invest for premium pricing and market positioning?
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