All posts tagged: Brand Identity

Right Now: Five Packaging Trends Driving Brand Growth

Packaging design trends provide us with direct insight into what consumers feel, what problems they need to solve and what is coming next. Today, it’s all about connection, understanding and engagement. Designers are tasked with uncovering, realizing and articulating what is important to a consumer and to direct that experience. Through story, shape and structure, designers and brands can deliver the experience to make invaluable connections that last a lifetime. Brand Basic Gone are the days of generic or in house brands being a bad thing. House labels from brands like Amazon, Whole Foods, Target and Trader Joes – even luxury brands are emerging to focus on simplicity and clarity. A departure from the often headache inducing ‘world of choice’ that permeates store shelves, basic brands are the ‘unchoice’ making purchasing a straightforward affair. Heritage Nothing quite strikes a chord with consumers than a brand who has been around the block a time…

30 days ago

Merging Marketing, Design and Sales Efforts Into An Aligning Digital Strategy

Today, standard business operations increasingly exist primarily on digital platforms, challenging users’ relationships and interactions with an organization. Vital to a successful business, these channels must be recognized, developed and thoughtfully implemented. Acting as the fundamental delivery method of determining this engagement, the use of a digital strategy is essential for any organization. With the goal of brand awareness, increased outreach and market share gain, business owners make investments in these critical pursuits without having core strategies in place and even more worrisome – jumping into resource draining marketing plans that simply don’t align with their business goals or brand messaging. Often marketing, design and sales departments operate in linear motion with only a few essential cross functional touch-points along the way. This results in duplicate activities, watered down results and a disjointed overall experience. So how can these efforts merge – allowing a digital strategy to align with business…

1 month, 19 days ago

A Plan To Innovate: How Companies Can Benefit From Visual Branding

Breaking into any given market is a bit like being blindfolded. You know you have a great product or service, but unless the positioning is right, the strategy has a fifty percent chance of failure. The right positioning consists of a series of elements including design, which arguably has the power to make or break the whole implementation. Design is much more than just a visual representation of a product, brand or service. Brand design or visual branding, when done right, approaches all aspects of a business – from its digital persona, user set, goals, packaging, and the list goes on. This is where the difference between ‘designing for a brand’ and just ‘designing’ comes into focus. Simply designing something creates a distance from the design to the brand, ‘designing for a brand’ engages the designer and involves collaboration with founders, marketing teams, and brand or project stakeholders. There are…

2 months, 11 days ago

Elements to Look For When Deciding On an Outside Team for Marketing Collaboration

From startup to enterprise, there are a myriad of challenges in hiring the right creative team for any given project. Finding the right group of individuals to handle a product launch, event campaign or website design can be a daunting task, even holding the health of the business in the balance, so choosing the right agency to partner with is vital to a positive outcome. Even if conducted solely in-house with internal teams who have an intimate understanding of the brand at hand, each branding initiative is a coordinated effort of stakeholders, accountability, idea generation and – let’s face it, ultimately –  a juggling act. Even with the right internal resources, it can be a benefit for companies and brands to obtain an outside perspective from both creative and logistical standpoints. Individuals who can objectively look at assets and then engage with the material are able to design pathways and…

3 months, 4 days ago

5 Creative Branding Strategies That Use Non Traditional Content

One of the best ways to use brand your company is through the use of content. A great piece of content that is marketed effectively will help bring awareness to your brand while also building your credibility. While you can probably use standard articles in your branding efforts, non traditional content can often be a better alternative as content in the form of videos and images can really pick up momentum on social media and really help you get the word out there. Here are five types of non traditional content that you can use for your branding. Infographics Infographics are still one of the best ways to resonate with your target audience. This type of content is delivered in a punchy and visual manner which is incredibly effective in getting readers to pay attention to the content and actually consume it. Producing constant infographics can be a great branding…

1 year, 2 months ago

How Web Design Affects Marketing Initiatives

Are you planning on launching a marketing initiative soon? While you may have worked on all the aspects of the campaign from the audience targeting, copy, to the brand, but you may not have put enough work into the actual design. This is a common mistake that is made in many companies due to the desire to minimize spending on other aspects of a campaign that isn’t marketing. Design in marketing is important for several reasons as it impacts marketing in many ways. For example, web design can have a strong influence on conversions. Everything from improving user interface and user experience, by changing the layout, rearranging the action points, and presenting visuals in a unique way can produce small lifts in conversions. Sometimes, testing designs may only result in a small increase in conversions. But when you experiment with multiple elements and figure out what other elements improve conversions….

1 year, 8 months ago

Designing a Brand Around the Product

Many companies work on their brand as a strategy for marketing their products. However, many overlook the fact that it may just be as effective, if not more effective to work on the branding of their products. If you think about it, most of interaction you have with prospects revolve around the product. Consumers look at the logo, the packaging, the advertising, the reputation and of course brand promise. The reviews and the product design of the product before they buy. If that’s not a great opportunity to leave a lasting impression, what is? One of the great things about creating a brand around a product is that you have more liberty to experiment and be creative. There are a lot of restrictions to rebranding a company because being too creative or extreme can isolate an established group of customers and consumers. There is also an immense amount of equity…

1 year, 10 months ago

Engaging with A Creative Agency for Brand Refresh and Site Redesign

So you’ve come to the conclusion that your brand presentation is looking outdated, that your website is far from engaging, and that your positioning strategy needs a change. If you’re seeking help from an agency for a brand refresh or a web redesign, you need to be able to ask the right questions and work with the agency in the right manner to get the maximum value you can possibly get. Here are some tips to follow whether you’ve started working with an agency already or you’re in the midst of talking to a couple of agencies. 1. Find Somebody with Experience in Your Industry While an agency can still deliver results without having worked for clients in the same industry you belong to, it will be advantageous to work with one with the experience. Their experience will really give you insight into what works and what doesn’t work so…

1 year, 11 months ago

Off the Shelf: Creating the Ideal Packaging Design

In an increasingly digital environment, it’s important for those with a physical product offering to remember that packaging design can be one of the most useful tools in your marketing strategy. Packaging encompasses a huge part in attracting consumers and building brand value and experience that your users will have – ignoring those elements can lessen brand credibility and may even take away from your sales. #1: Packaging Is Your First Line of Defense Engaging with the user and generating product value is so much more than the features held within the product. The first true connection made with a consumer will be through packaging. It’s look, feel, communication strategy and shelf appearance will all be factors in whether the customer decides to purchase. #2: Good Packaging Builds Trust For people comparing different products and their uses, making the most informed decision is important to them. If your brand is new, there is a…

2 years, 12 days ago