Category Archives: expertise
Over the years many companies have come to us looking to unify their brand. Whether a company is planning to refresh its packaging, develop a website, or create new marketing pieces, we know how important it is to develop a cohesive system that will capture the essence of the brand across all touchpoints. When a brand has several distinct products or sub-brands, it becomes even more of a challenge to establish this unified system.
Think of a truly global brand: which companies immediately jump to mind? How long did it take for a logo or product to pop into your brain?
Club stores have become an everyday destination for the average retail shopper. Gone are the days where the idea of belonging to a club store was to obtain oversized jars of mayo and a year’s supply of paper goods for your small business. Now consumers are walking the aisles to find the latest in home décor or that must have to fulfill a weekend hobby.
Most branding professionals are familiar with or have used stock photography—a library of images that can be licensed for a multitude of usages. It is a great resource for comping together designs in the initial rounds of the creative process, since a design can come together quickly with the help of stock photos. But, before you go to press with a stock image, take a moment to consider all the pros and cons. You may find that despite the time and cost savings you’ll find using stock, the long-term negatives outweigh the short-term benefits.
You may have experienced this first-hand: the value of your brand lies in consumers’ perception of it.
As a marketer, I am in complete awe as to how our world of commerce has been transformed in recent years by the smartphone and other digital mobile devices. Accessing product information has never been so easy. With the quick scroll of a finger, voila—everything you’d want to know about products, prices, locations, and how to buy instantaneously appears on your screen. It’s a smorgasbord for the research-craving consumer!
Starting a business is one thing. Determine a need, find some funds, create a solution you can sell, and sell it. Then, somewhere along the way, find a logo and some stationery and start promoting your business. And now, with places like Vistaprint and Tiny Prints, you don’t even need a logo—you can start from a template and have a legitimate company in 1-2 business days. But starting a brand? Well, that’s a little bit harder.
We live in a world where meeting the needs and expectations of our colleagues and clients is one of the toughest feats of all—especially when it comes to the subjective nature of design. Yes, design is strategic, calculated, and targeted towards a specific audience.