Corporate brand building includes everything a company does to create awareness, build customer loyalty and value for itself.
Specifically aimed at aligning with the company’s vision and values, a strong corporate branding strategy is what makes your company surpass the competition by presenting your business and product as unique in the eyes of the customers.
By offering a unique promise and character, branding helps you to resonate with the minds and hearts of your customers who then prefer your products over competitors’, using both emotional and practical judgment.
Having its branding in place, a business can easily model the rest of its efforts including its overall philosophy, marketing, print media, digital presence, etc.
How Brand Designing Works
Brand designing helps you create your company’s identity. It’s your face in the market as it helps customers correlate with your company and your products. A brand identity becomes effective when your target market associates it with a high level of credibility and integrity.
Designing a brand is an essential component of corporate branding. It involves a lot of visual elements like colours, typography, graphics and logos that are representative of your company’s core values and reputation. These, in turn, help in the development of product packaging, flyers, brochures, office stationery, business cards, email signatures, company website, and social media handles and even the design and decor of your offices or facilities.
Solid branding doesn’t only rely on the aesthetics but more on the details such as the emotional appeal and the overall message that goes behind it. A design that is meant for sending out a message about your business, product or service should be able to have an impact and create an appeal.
In order to create a meaningful brand identity, designers deep dive into corporate values, business goals, and product details. Along with that, thorough market research should be conducted and target customers should be well understood and defined.
Crafting, an impactful brand identity is not only crucial for your brand but also quite a challenging task. That’s where you can hire services of a brand design agency.
Why Value Brands Need Brand Building
As the name suggests, value brands are ones that offer customers maximum value by providing them with the best price advantage. A good example of a value brand is Tesco’s ‘Everyday Value’ range.
Even with products that compete on price, the intelligent use of design, advertising and marketing are necessary to engage and motivate their target audience. In this digital age, only a price benefit will fall short in helping you gain visibility and generate the market response that your brand needs.
How Value Brands Benefit from Brand Designing
No matter what product or service you are offering, smart brand designing can help you broaden your reach and elevate your image in the market.
Surviving in the digital era has become challenging as more and more competitors come up with innovative ways to increase their presence and customer recognisability not only through physical mediums but also via digital platforms.
Companies offering value brands wrongly assume that branding is only for the market giants and involves heavy investment. However, this is not the case. You may be selling just about any product at any price; the absence of right branding will be a hindrance for you to make it big in the market.
Branding greatly improves the recognition of any business and building their image, which means a more rapidly growing customer pool. A clever branding campaign also improves your customer recall factor and you manage to occupy customer’s mind more easily. Delivering your brand promise would result in more returning customers and referrals.
With an established brand image and credibility, it becomes easier for value brands to expand their business by new introducing new products or services and consider exploring new regions.
What to Keep In Mind When Designing for Value Brands
Whether companies want to opt for the professional services of a digital design agency or decide to take on this task themselves, here are a few things to keep in mind when designing for a value brand.
1. Know Your Audience
Getting the basic demographics of your target customers is important but not enough! Have a closer look to understand their needs, lifestyles, preferences, what drives them etc. This helps you ensure that all messages are created with meaning they are specifically directed to each customer segment in the most compelling way.
2. The Price Advantage Should Be Well Communicated
Your customers shouldn’t have to look at your price tags to find out about the difference in price. The taglines, fliers, advertisements, etc. should ensure that the message, “greater value for money” is clear and visible. After all, that’s what sets you apart from the rest!
3. Make Your Brand Easy to Remember
From catchy brand names to witty taglines, focus on crafting your brand in a way that enables you to quickly acquire a place in the minds of your customer. Use of colours, fonts, and graphics is very important. Value brands are mostly targeted to the masses, so make sure you are able to grab more public attention.
4. Use the Right Colour Palette
Colours have an emotional appeal and with the correct use of colours, you can make your brand stand out. The key is keeping things simple yet attractive and striking.
Brand creation and designing can enormously benefit companies by presenting them as distinctive and trusted. It helps them maximize their customer reach and eventually enjoy bigger profits.
Richard Kearsey is a digital designer at Emerald Colour, a creative brand design agency in London. It also specializes in corporate branding, logo design & creating motion graphics. Richard loves creativity and enjoys experimenting with various design techniques for both web and print. He also enjoys sharing his thought on the latest design trends and upcoming marketing ideas.