If you believe that investing in consistent brand design and marketing doesn’t pay off, you’re wrong.
Through the evolution of the internet customers are becoming more and more demanding.
They won’t buy from you simply because you send out a message of being better than all the rest. Instead, they will want to hear your story and learn more about your values, and gain some trust in your company before making purchasing decisions.
The overall appeal of your brand, both online and offline, indicates the quality and trustworthiness of your products. As such, it directly impacts your sales and position in the industry.
Quality Design Communicates your Brand Missions
The digital marketing era gives brands an opportunity to build stronger relationships with customers.
With the rise of social networks and artificial intelligence-powered chatbots, people communicate with brands just like they talk to their friends.
Just look at social media monitoring tools that let us stay on top of brand mentions or AI chatbots that provide real-time, personalised customer feedback irrespective of your customer’ location or time of day.
These are all factors that impact our perceptions of brands.
Multi-channel communication makes them more approachable, letting us observe them as if they were humans.
Be it innovation, sustainability or social responsiveness, people are forming impressions of your brand based on its missions, values, and actions.
Studies show 64% of shoppers emphasise that shared values and missions are one of the main reasons why they choose brands.
This is something you shouldn’t ignore when designing your brand presence.
Design Helps You Build a Unique Brand Image
In today’s hyperconnected era, the boundaries between online and offline user experiences are diminishing.
A modern, tech-savvy user will start their search on Google, browse through your offers on your website, read your social media reviews to learn more about you, and then maybe decide to visit your offline store, if you have appealed to their needs.
While moving through different stages of their buyer journeys, they will probably use multiple devices and channels.
And, if you fail to meet their expectations, you’ll lose them.
People want you to be consistent.
Design goes beyond creating a perfect logo design, website design, or colour palettes. It requires injecting your brand personality into every aspect of your online and offline presence, from your business card printing options, flyers, and product packaging to your social channels or website.
All these aspects of your business design should be closely intertwined, providing highly personalized, 360-degree customer experience journeys.
Powerful website design involves the use of colours, shapes, textures, forms, visuals, and content in a harmonious manner.
This is the only way to create a unique brand image – one that grabs customers’ attention, helps them remember you, and encourages them to choose you over your competitors.
Look at the big brands concerning the business success. It’s enough for you to look at the McDonald’s golden arches or Nike’s swoosh and you’ll recognise their brand instantly.
Most importantly, we tend to buy from the companies we recognise and trust. A well-designed and memorable logo, for example, stands for your company’s qualities, trustworthiness, and authority..
It’s All about Perception
Why do we understand and memorize images faster than text? The Social Science Research Network answers this question, stating that over 65% of people are visual learners. In other words, we form impressions and process brand information based on what we see.
Therefore, both online and offline design can alter people’s perception of your brand and products.
Would you prefer to purchase an item from a website that has lots of spammy ads, links, and buttons or the one that is fast, reliable, and pleasing to the eye?
According to some recent stats, almost 40% of users will kick a site that is unattractive, while over 94% of them will stop engaging a website if its design doesn’t meet their expectations.
The same goes for product packaging. Maybe you still believe that the quality of a product determines buyers’ decisions.
But, what about the consumers that are seeing your product for the first time? Whether buying online or offline, most of your customers don’t have time to weigh the benefits and characteristics of your product or compare it to similar products.
They will simply make purchasing decisions based on the mere looks of your product.
Just like we form opinions about a person in only a tenth of a second, we also judge products and brands based on their aesthetic values.
Never forget that our perceptions are not objective. We often perceive visually pleasing products as high-quality ones. In such situations, the design is basically the only thing that sets you apart from your competitors.
Precisely because of that, apart from having superior features, your product also needs to look better than similar items in the marketplace.
Great Design Is a Long-Term Business Success
In the sea of similar products, design is the only thing that helps you stand out. It is your company’s identity card in today’ fierce business landscape.
It indicates the quality of your products, builds trust with your users, and boosts sales.
Only by making your product stand out both online and offline will you be able to beat your competitors, increase people’s familiarity with your brand, and encourage their loyalty.