Cohesive Branding for Marketing Success
How brand design sends the most powerful message
Regardless of a businesses’ logo, the most important component to marketing success is cohesive branding; the collective look, feel, and style of your overall message. Even an average logo design can succeed with great branding.
When a company’s brand and message is consistent through all of the marketing, (i.e., logo usage, website and UX design, brochures, business cards, direct mail pieces, etc), it creates customer loyalty, whether realized or not. To be sure, three important messages become clear to your customer through strong brand design.
- Trust. When you invest time and budget into your brand (be it uniforms, website, brochure, or even your e-signature), your business immediately gains trust with your audience. This is not a “fly-by-night” operation, this is a business that values its identity.
- Value. The investment in your brand tells your audience that you will no doubt invest the same consideration into the services or products you provide to your customers.
- Loyalty. When a brand resonates with your client base, through trust and value, customers will almost always return. Price becomes secondary to experience; experience is created through your brand.
Why some companies try but do not succeed
Usually, in an effort to save some money, many companies will piecemeal their brand together. Some even start with an online logo “design” company to dictate their brand. At first, this might seem like a good way to save some considerable dollars, but in the long run, this route will almost always end up costing more.
Consider this scenario:
- You choose an out-of-the-box quick logo creator featured online (heaven forbid). A word of advice before you do that: take a look at any of those cookie-cutter portfolios, then search “clip art illustration” for a similar graphic. Notice any significant difference?
- You then go to a printer for a business card, so you can begin to market your business. With an unremarkable identity, customers will immediately want to know — “What’s the value proposition here? What is unique or beneficial about this product or service to me.”
- At which point, you realize you need a website or brochure. Content is quickly drafted, with no brand-strategy in mind. The logo looks terrible because the designer took no consideration as to how it will look on your website. You must now pay someone to fix the logo, so it works on the website
- Deciding you need apparel and some swag for a pending trade show or marketing event, you go to order embroidered Polo shirts. However, because the designer took no consideration in the apparel, your logo uses 9 different colors, therefore embroidery will be far too costly (or not feasible). You must silkscreen the logo instead, your branding becomes even more inferior
- At a future date, you decide you must revamp your entire brand to be cohesive and functional. You hire a design firm and now must start fresh with your brand and customer loyalty – the true cost of poor brand design and execution.