Product Design & Branding Innovative Brand Design Concepts
Project Name: Business Accounting
Client: Company Name Inc.
Project Commencement Date: February 18, 2017
Priject Completion Date: January 25, 2018
Project url: www.example.com
What is branding?
If a brand results from a set of associations and perceptions in people’s minds, then branding is an attempt to harness, generate, influence and control these associations to help the business perform better. Any organisation can benefit enormously by creating a brand that presents the company as distinctive, trusted, exciting, reliable or whichever attributes are appropriate to that business.
While absolute control over a brand is not possible due to outside influences, intelligent use of design, advertising, marketing, service proposition, corporate culture and so on can all really help to generate associations in people’s minds that will benefit the organisation. In different industry sectors the audiences, competitors, delivery and service aspects of branding may differ, but the basic principle of being clear about what you stand for always applies.
How brands are changing
Why do you need a brand?
Branding can help you stand out from your competitors, add value to your offer and engage with your customers.
Creating difference
Branding is a way of clearly highlighting what makes your offer different to, and more desirable than, anyone else’s. Effective branding elevates a product or organisation from being just one commodity amongst many identical commodities, to become something with a unique character and promise. It can create an emotional resonance in the minds of consumers who choose products and services using both emotional and pragmatic judgements.
Rachel’s Organic Butter, for example, chose black for its packaging design so it would stand out from the typical yellow, gold and green colours (representing sunshine and fields) used by competitor products. The result is that the brand appears more premium, distinctive and perhaps even more daring than its competitors.
THE CHALLENGE
Defining your brand
If you’re thinking about how to rebrand your business, its products or services, or if you want to assess where your brand stands at present, there are a few key aspects you should consider:
- The big idea – what lies at the heart of your company?
- Values – what do you believe in?
- Vision – where are you going?
- Personality – how do you want to come across?
If you can start to answer these questions with clarity and consistency then you have the basis for developing a strong brand.
THE STRATEGY
To pin down your own big idea you will need to look very carefully at your own business and the marketplace around you, asking these types of questions:
- How can you stand out?
- What is your offer?
- What makes you different?
- What is your ‘personality’?
- What do consumers want or need?
- Is there a gap in the market?
To aid this process it’s usually very helpful to get an outside perspective on things too, so consider working with a management consultant, business development consultant or design consultancy.
THE CHALLENGE
A summary of FastShip Brand Design Concept data spread chart after successful planning and implementation of our Brand Design model
CLIENT’S TESTIMONIALS
Benjamin Tickle is the Director of Content at FastShip, where he drives the content marketing strategy and writes various articles, case studies, and white papers to help ecommerce merchants grow their business.
Benjamin Tickle, Project Manager
Company Name Inc