It is being said that design is being taken more seriously in today’s business environment. Design professionals are playing an increasing role in brand development in areas not traditionally seen as the visual parts of a brand. Where as we might expect to see good design with regard to logos and marketing materials, we now see design as key to brand success in sales and presentation, product development, HR and most anything to do with business that sets the personality of the company.
Take Apple for example. Exceptional design is the personality of Apple and thus is key to it’s brand experience. It’s products are exceptional, the packaging is not simply a box but a delivery vehicle for the brand. Apple stores are themselves an exercise in visual branding – the minute you step over the threshold you are immersed in Apple theatrics. Cirque de Solé is the same. Every aspect of the experience with the company is visually stunning. Visual differentiation as a strategy for success is not merely window dressing, but an accurate reading on their brand personalities. Customers of these two companies are massive advocates and key to increased sales. Handled creatively, any industry can deliver visual branding and benefit from a more positive reaction to their efforts.
The biggest hurdle for business will be getting their heads around the fact that elements besides their advertising efforts should be approached with visual branding in mind. If they happen to be in an industrial environment, they may wonder how visual branding plays out with them. Where can they take advantage of visual strategy?
The way proposals are designed and presented, how the product is prepared for shipping and how the trucks look gives you an opportunity to extend the personality of the company. A superb visual opportunity. Are the drivers uniformed and branded? Every touch point in a customers experience with your company should be subject to a visual audit to take advantage of design opportunities.
Your visual brand should not be a front-end experience but a complete experience to really send a message that will benefit your company and sow the seeds of success with your target audience. With Visual Branding – Seeing IS believing!
