Acknowledge that we live in a branded world. Everything is branded, whether it is a large corporation, small tech startup, or your new business idea. They all need identity systems in order to attract and retain customers.
In this article, I will on three top reasons why you should consider investing in professional identity system. When I say professional I mean done by either an experienced freelance graphic designer (best value/price ratio) or branding agency if you can afford one, of course.
However, I will not talk about how much does a logo design cost here, but rather focus on WAY you should invest. The matter of brand identity design process and other aspects of it (price, timeline) it’s not the subject of this article.
The right visual identity design will:
- navigate customers — help them choose from a bewildering array of choices
- reassure customers — communicate the intrinsic quality and reassure they’ve made the right choice
- engage with people — brands use distinctive designs to create meaningful associations and identify with the brand
Steady investment in design is rewarded by lasting competitiveness.
Use brand identity to create sensory magnets to attract and retain customers. First, try to understand the customers and then build on their perceptions, preferences, dreams, values, and lifestyles.
Then thinking about brand identity, think about all the touchpoints — places in which customers interface with the product or service. Through the designs of those touchpoints, whether it’s digital (web presence, social media graphics etc.) or print (business cards, stationery design, etc.) you will project a perception in the mind of your audience.
Remember: It is never too late to be what you could have been. And it’s up to you if you create the desired perception or take a loss.
The best identity programs, therefore, embody and advance the company’s brand by supporting desired perceptions. Identity expresses itself in every touchpoint of the brand and becomes intrinsic to a company’s culture — a constant symbol of its core values and its heritage.