Visual Branding: What message are you sending?

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.

Visual Branding

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!

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Author: Ed Roach (171 Articles)

For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of developing the brand of the Dar Rapid Transit Authority in Dar es Salaam in Tanzania. A four week project. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a workhop entitled, "Fund It! Brand It! Sell It! to be held in London Ontario on November 16th, 2011. Check it out at www.funditbranditsellit.com I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com

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Thanks for the plug Chris.

Great reading over at your place Tom. I'm sure I will be jumping in and out of your conversations. I have a particular affection for the visual aspects of a brand.

Thanks for contributing here.

Ed

Ed, good to hear that you underlined my vision. With Visual Branding I make the case for using design to create a unique visual language for a brand, in order to make a strong connection between every channel of conversation. My fundamental message is that design should lead in order to guarantee success in the long run.

On my website www.visual-branding.com you can find eight outlines from the main topics from the Dutch edition of the manifest that will be on sale this autumn.

My vision is far from dogmatic. That’s the reason I am inviting every one to take part in a constructive discussion that will challenge my views.

Take a look!

http://visual-branding.com/eight-outlines/visual-b...

Regards Tom Dorresteijn

I'm with you on Apple Terra. To me they are a far stronger brand than even Nike.

Thanks for your feedback.

Ed

Ah, I love to use Apple as an example as far as Branding goes. Their brand is untouchable, and their stores are a perfect blend of modern-meets-tech. They've set the standard quite high for others!