When you start your business, you have a vision. You know what you want to build and how to do it. You have a plan for the future that includes growth and success, but where do you start? Brand design is one of the most important aspects of building a business, so why isn’t it always at the top of your list?
When we talk to potential clients about why they need to update their brand or redesign their company’s identity, we hear a lot of things: “We want to stand out from our competition” or “We need something more modern” or even “We want to stay relevant with millennials.” Each one of these reasons is valid and important for any business owner or manager, but there is one thing that all those statements have in common: they are about what someone else thinks about your brand.
Brand identity isn’t just about making sure people like you—it’s about making sure they understand what makes your business unique. It’s an opportunity for them to see themselves in your brand, which means they will be more likely to choose you over your competitors when they shop.
That's why it's so important for you to have a brand that stands out from the crowd. The way people perceive your brand is what determines whether or not they'll choose to do business with you—and that choice may be made in just seconds! So if you want your audience to remember what makes your business unique, then make sure the visual elements of your brand are as memorable as possible!
Take Tropicana as an example. In 2009, they invested $35 million in their carton rebrand project headed by Arnell. The packaging was used for their best-seller, Tropicana Pure Premium, which brought Tropicana $700 million annually. Once the new brand was on the shelves, customers began to criticise it—and not just because of how it looked! Sales dropped by 20%, and Tropicana returned to the original packaging design one month later. In total, Tropicana lost over $50 million in sales as a result of this failed rebranding attempt!
This is a chilling example of how poor branding can take your business south in a matter of weeks—and it just goes to show that when it comes down to it
Design conveys a brand's identity and elicits an emotional connection with the target audience. Brand designers use colour, shape, movement, type, imagery and animation to convey the brand's personality in a way that speaks to others.
A typical agency will be made up of a team of 10-20 people and will have several departments: account management, design, digital marketing, social media, content creation, SEO and PPC.
Most agencies offer a range of services, including SEO and web design. Clients may approach an agency for a combination of services. For example, the company could need a complete rebrand with a new website to bring them up to date and maximise digital sales. The agency will also optimise the website for search engines to give the brand the best possible jumping-off point when they present their new brand to the world.
When you hire a branding agency, your project will be overseen and managed by an account manager. This person is responsible for ensuring all your objectives and wishes are communicated with the designers, and all deadlines are met along the course of the project.
Brand agencies will produce a selection of brand collateral to used based on your business needs and position, these could include:
- Email Signatures
- Vehicle Signage
- Web Design
- Business Cards
- Roller Banners
- Promotional Material
- Email Templates
- Social Media Assets
When looking for a branding agency, look for someone who can offer you more than just the basics. Look for their work online, and check out their portfolio—see what kind of projects they've worked on before, and what kind of brands they've helped grow from the ground up.
1. A good brand can increase revenue by 300%
2. A bad brand can decrease revenue by 50%
3. A great brand can increase revenue by 1,000%
4. 90% of consumers say that they would pay more for a product with a great brand
5. Branding accounts for up to 48% of revenue in luxury goods industries such as fashion and jewelry
6. 88% of people say they trust brands that communicate clearly through their visual identity
Based in Birmingham, we've been designing brands since 2016. We work with all kinds of businesses—large and small, new and established—to help them develop their brand identity.
Check out our services page to see how we tackle brand design.