Some people would have you believe that the age of strong brands no longer exists. They point to the dramatic growth of generic products – private labels for example. They point to the lack of differentiation between products in many categories.
To some extent, all of this is true. Having said that, you can point to brands that have been around for over a century to those that have been around for a decade or less and recognize that brands are very much alive and well. The soft drink category, for example, has a very small percentage of its business in generic and private-label products. Brand names like Coca-Cola continue to be winners. You have new brand names like Tesla and the iPhone. These have already captured customers’ imagination, interest and loyalty.
To some extent, all of this is true. Having said that, you can point to brands that have been around for over a century to those that have been around for a decade or less and recognize that brands are very much alive and well. The soft drink category, for example, has a very small percentage of its business in generic and private-label products. Brand names like Coca-Cola continue to be winners. You have new brand names like Tesla and the iPhone. These have already captured customers’ imagination, interest and loyalty.
So how do you create a strong brand for your business? You start by recognizing that brand graphic design plays a pivotal role in establishing the longevity and integrity of a brand. Brands tend to stand out in very positive ways. For example, in the detergent aisle the Tide orange bottle stands out distinctively and prominently from all the other brands.
Creating a brand graphic design for your product requires developing a design direction that deeply understands the customers you seek in the competitors you want to beat. This requires a blend of art and science. Typically, consumer research combined with years of marketplace experience can help develop this kind of direction.
Having the design, you want to review the best graphic design firms. You want to look for designers who love to win versus competition. You want management that has a keen eye for marketing and the value of brands. You want to start your exploration by looking at the work that the firms have previously developed. You want to follow that up with in-depth discussions to make sure that the firm you choose not only has great designers but management that understands marketing and branding.
Creating a brand graphic design for your product requires developing a design direction that deeply understands the customers you seek in the competitors you want to beat. This requires a blend of art and science. Typically, consumer research combined with years of marketplace experience can help develop this kind of direction.
Having the design, you want to review the best graphic design firms. You want to look for designers who love to win versus competition. You want management that has a keen eye for marketing and the value of brands. You want to start your exploration by looking at the work that the firms have previously developed. You want to follow that up with in-depth discussions to make sure that the firm you choose not only has great designers but management that understands marketing and branding.
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