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Design Case Study: Branding and Campaign 2022
Branding is what identifies a company and distinguishes it from rivals. In this age of visual distractions, though, a catchy name and a pretty logo are no longer enough to pique the attention of urban consumers. A strong name is what will set the business apart from the competition. This is so many businesses spend a lot of time and money coming up with a memorable brand name, creating a logo, and preparing colour schemes.
However, this is just the first step in the process of developing a brand. Keep in mind that branding is more about understanding. It would help if you went above the looks to embed your brand in the minds of your consumers.
Customers today want content as well as meaning. The ways you maintain your corporate ideals and the causes you support are more important to them than how beautiful your colour scheme is or how informative your logo is. As a result, today’s biggest challenges for brand managers include crafting the best message for the right demographic and matching personalisation with brand speech. Graphic design forms a huge part of branding so learn graphic design today with Blue Sky Graphics.
Logo Flexibility
Companies must be present everywhere if they are to be heard. That is to say, just having a physical shop and promoting it digitally and through commercials is no longer sufficient. If you wish to succeed in the modern age, you must have a website and be active on many social networking sites.
As a result of this development, more businesses are now opting to develop shape-shifting logo designs. This ensures that your logos’ scale, sophistication, or colour can vary depending on the application. For e.g., you might have a master logo for your website and a simplified symbol for your Instagram account. Another option is to design a one-tone logo that can be used as a watermark on images.
By having these various variants, you can guarantee continuity regardless of the channel your logo is viewed. That is, it enables you to make your logo work independent of the layout on which it is used. Furthermore, it encourages the consumers to remember your branding in a variety of ways, raising the likelihood of brand recall.
Blandification Branding
Minimalism has taken the world by storm in recent years, with people eliminating clutter from their daily lives in the style of Marie Kondo. The trend seems to have caught on even in the corporate world, where many businesses have begun to reduce their branding to its most basic level.
Google and Airbnb, for example, all recently underwent facelifts that modified their logos to sans-serif, a common typeface for Minimalism.
Aside from minimalism, another explanation, so more labels are going minimalist, gives them a higher chance of being iconic. After all, the simpler the font and colours, the better it is to combine with various supporting graphics. Nike and Levi’s are prime examples of this—both brands’ logos are readily visible regardless of the context.
The only disadvantage to this branding patterns design is that there is a very real risk of blandifying your brand to the point of boredom. So, before you get on the bandwagon, experiment with various paint schemes and font types to help the brand stick out without sacrificing simplicity.
Personalised Visual Content
Humans are visual beings. We normally preserve images better than any other kind of material. However, from the standpoint of brand management, this does not imply that all forms of visual advertising can evoke the same reaction from your target market.
According to a PR News survey, web content with good pictures gets 94% more views than those without (Solve, 2020). This is because this form of visual content helps to advertise the brand without the possibility of direct advertisements.
Furthermore, multimedia content such as GIFs, maps, infographics, and videos help you create new leads on social media more efficiently. They have a higher chance of getting seen than commercials that list the things you have to sell. This is particularly relevant now that Facebook has updated its algorithm to prioritise friends and family over advertisements in news feeds. As a result, more B2C marketers (54%) now concentrate on making videos and webinars, which are often used in combination with social media content to increase its productivity.
Of course, before implementing this technique, make sure to produce visuals that represent the brand’s aesthetic. For example, whether it is an infographic, use the official font style and colour scheme to decorate it. If it is a video, place your logo in the bottom right corner. Customers will know that you created the material this way. This encourages you to market the products subtly.
Branding on Social Media
The internet’s accessibility has opened the way for an always-on social media community. As a result, sites like Facebook, YouTube, Pinterest, Twitter, and Instagram have become prime locations for creating the brand. As a result, it is not surprising that 90 per cent of companies use social media to increase brand recognition.
That being said, you should be mindful of how you present your goods and services on these channels. A good place to start is to identify which pages the consumers frequent and research each social network’s format. After all, these channels cater to various types of content. Twitter, for example, focuses more on written posts, while Instagram relies more on graphics.
Following that, you will need to develop a cohesive visual style for your accounts. To give the company a more solid branding, have a colour palette and provide a standard for photo editing and layout.
The authenticity of the brand
In recent years, customer trust has reached an all-time low. According to the 2019 Edelman Confidence Barometer, only 34% of customers trust the brands they purchase. As a result, developing an authentic brand image is crucial for modern companies (Edelman, 2019).
86 per cent of shoppers consider honesty to be a major factor in their buying decisions. Furthermore, according to the same survey, 90 per cent of millennial believe authenticity is critical in branding, adding that they favour “real and organic” companies over those that are “perfect and packaged.”
This data demonstrates that Photoshopped advertisements, highly filmed commercials, and the use of picture-perfect models no longer entice modern shoppers. They would like to do business with businesses that are truthful with them.
