Studies show that 75% of consumers have developed a preference for a certain ‘type’ of brand. A desirable brand is one that enables the belief that we can become ourselves or achieve aspirational goals as a result of it.
Countless studies have been conducted suggesting that brands are valuable assets. Their colour, values and positioning are key components that can be actioned, however, its desirability is an emotive pursuit that is difficult to create artificially. A desirable brand can make us think and feel differently compared to neutral brands. They can influence our decisions, drive an impassioned response to messaging and drive us to champion the brand to family and friends. If executed well, a desirable brand is a hugely powerful marketing tool.
A brand that people desire is a tough undertaking that needs careful consideration and planning to execute properly. Companies such as Apple and their associated brands iPad, iWatch etc. have consistently held the top positions on respected desirable brand listings and surveys. Other companies such as Ferrari, Google and Samsung are a steady presence in reports designed to understand and quantify how desirable brands build and maintain their position in the conscious of consumers.
There are countless thoughts around the elements that make up a desirable brand. We have looked at 6 common practices for businesses who are trying to build a desirable brand. We think these are key areas that need careful consideration when positioning your brand and its message.
The Bigger Picture
It is common for a desirable brand to look at the bigger picture. They typically do more to impact people’s lives and actively look for a bigger role in the communities. They are the thought leaders, pioneers and develop a range of propositions.
A desirable brand understands where there is an opportunity in the near future, foreseeing a need, desire and limitations. This is more than a financial opportunity, rather a chance to meet the rapidly changing needs and behaviour of the consumer.
Do not get held back by the limitations of a category, a desirable brand is seen to transcend its rivals and not be held by the restriction of broad sweeping brand categorisation. This should be done with direction, you will be shaping and improving the world around us all and need planning.
Desirable brands are looking for more than commercial rewards. This is secondary to a clear purpose that inspires customers, consumers and internal staff alike. Ambition allows you to build a rapport with your customers who are likely to be ambitious and can recognise similar motivational drives.
Desirable brands build a rhetoric that encourages people to think, feel and act differently. They engage us in evolving an interesting story of innovation. They are seen to innovate beyond their category and look at anything they could potentially impact.
A desirable brand is energising the organisation towards success. Have a consistent direction towards goals and ambitions that are genuine and viable. Energy is more than producing a great product or service, it is about continuously re-evaluating and innovating to ensure the brand has a real role in people’s lives.
A desirable brand constantly drives to engage us in an evolving and interesting story. They innovate across all areas of product, operations and society and do not limit themselves by broad categorisation. They provide all of us with a consistent and evolving story of evolution and innovation. They are considered thought leaders and contribute to an ongoing supply of news, stories and conversation points. They are foremost in the minds of their customers, generate pride and encourage
If you are looking for advice on how to build a desirable brand identity we would love to help. We have looked into the key components of building your identity in our article on Colour and Branding. If you prefer to speak we are happy to offer some advice and direction on your desirable branding ambitions, get in touch, however, best suits you…
T: 01293 886805
We are a creative design agency based in Crawley, West Sussex, which specialise in Brand Design, Creative Design and Web Design. Turquoise Creative create and design all the ‘touch points’ of your business including:
Investing in a brand identity
Q: What do an autism awareness charity and an accountancy practice have in common?
A: They both invested in creating a brand identity.
Autism Parent Empower wanted to raise awareness among families with children with autism letting them know that they could access key interventions locally.
Sigma Partner’s challenge was very different. They needed to communicate a change to the business name, as well as stand out in a crowded market.
They both had very different challenges, yet the solution was exactly the same…
…to create a stand-out brand identity.
Creating a stand-out Brand Identity
A basic brand identity kit consists of a logo, business card, letterhead, and email signature. This basic set of materials can be extended to include: brochures, folders, flyers, website, exhibition stand and vehicle livery.
A successful brand identity is built around 9 characteristics.
If you feel that your brand identity some attention, please do get in touch. You can call us on 01293 886805 or email email@example.com.
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How to use the power of colour in branding
Colour in branding matters in the world of brands and plays a pivotal role in all our visual experiences and communication.
Brands and colour are inextricably linked because colour offers an instantaneous method for conveying meaning and message without words. Colour is the visual component people remember most about a brand followed closely by shapes / symbols then numbers and finally words. People see colour before they absorb anything else. Therefore, most recognisable brands in the world rely on colour as a key factor in their recognition.
Research has reinforced that:
- 60% of the time people will decide if they are attracted or not to a message – based on colour alone!
- Colour can increase brand recognition by up to 80 per cent.
The influence of colour in branding
Colour bisects the worlds of art, psychology and culture, influencing behaviour and creates meaning both consciously and subconsciously.
Colour can be used as a communication tool to reflect our internal states both in a personal-sense (your choice to wear a bright turquoise shirt today), and in the worldly-sense (where cultures reject or embrace particular colours). Colour signifies motives and can even be used to shape people.
Colour is very subjective, and it varies from person to person. Over time particular colours can remind us of brands, feelings and moods. Our past experiences, along with being immersed in a culture which applies certain conventions to colour-use, contributes to this. As a result, we can study the generalised effects of colour on people and use this to better communicate visually with our audience. Since 1666 when Sir Isaac Newton devised the first colour wheel the psychological effects of colour have been studied and used to great effect within brand identity design.
What does colour say about your brand?
The following graphic shows how global brands work alongside their respective studied emotions of their colour.
Tap into the power of colour to express your brand attributes and values
Have you ever wondered why colour is so significant in identifying brands? Red is associated with Virgin. Blue is the preferred colour for NHS, Ford and Facebook. These large corporations have developed a confident brand identity by using logos with particular colours.
Colour in branding also plays a vital role in retention, it stimulates the senses and delivers a message in half the time text does.
Colour in branding psychology is the study of how colours affect our emotions and decision-making processes. It is a sub-discipline of behavioural psychology since it studies and identifies behavioural responses to colours.
The branding process is very important. Defining your brand identity is critical as this will help you stand out from the crowd. Finding the right colour to best identify your brand is not as simple as picking out colours from the colour wheel, it takes time.
Identifying the most appropriate dominant colour to use is essential to the success of your branding campaign. Prominent colours significant to your brand, mission and vision must be apparent in all your promotional materials, which necessarily include literature, product packaging and exhibitions.
When it comes to deciding which colour to use in developing your brand identity, remember that it should be the colour that particularly relates to your brand and it should be able to set you apart from all other trademarks, especially your competitors.
A successful branding campaign can hinge on colour and how efficient, effective and persuasive it can be when properly used in visual communications.
Ready to inject some colourful flair into your brand?
Choosing the ‘right’ colour for your brand isn’t easy, but it is important, and you should spend some time choosing the colour(s) you think best represents your brand.
Start with these questions:
- What words represent your brand’s personality?
- What colours represent those words?
- What colour suits the characteristics of your product / service?
- What colours do your competitors use?
If you refer back to my previous article How to build a stand-out brand identity, colour can help create that unique feel, make your brand memorable and bring a feeling of consistency within all your marketing communications.
If you feel that your colours are not supporting your brand or sending out the wrong message, feel free to give us a call on 01293 886805 or email us.Other articles relevant to :
One of the most interesting projects that a graphic designer can take on is to design a brand identity. It is so exciting to create logo options based on market research and add a touch of design magic through the creative process. Then finally narrowing the design down to an approved logo and seeing it out in the world for all to view, is a very rewarding experience.
Brand… unified vision
However, most of the time, a logo is not enough. Large businesses with layers of management require a thorough brand identity system that provides a unified vision along with marketing tools that help build the brand.
Brand… identity kit
Brand identity is the combined effect of visual elements in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and email signature. This basic set of materials can be extended to include: brochures, folders, flyers, website, exhibition stand and vehicle livery.
A successful brand identity is built around these
How may of these characteristics does your brand identity capture?
- Unique business “look and feel” and on-brand message. Make sure that the way you write and talk about your business is unique and your graphics stand-out and cannot be confused with the competition.
- Repetition helps clients and prospective clients remember and relate to your business. It takes between 6 and 12 contacts with your business for customers to truly remember and connect with your business.
- Consistent use of your logo and strap line on all marketing materials. To build a strong brand for your business, you need to have a unique visual design. This needs to be consistent throughout all of your marketing material.
- Memorable devices make your business stand-out. You’ll be able to create a memorable brand through uniqueness, repetition and a consistent approach of all marketing material. Make your visual graphics memorable by creating a unique logo and brand styling.
- Graphics with meaning make your business’s messages come to life via symbolic graphics, colours and typography choices. Meaningful text gives depth to your developing brand and more importantly, your audience will be able to understand the meaning in your graphics and text.
- Clear graphics and text communicate your message in an understandable way. Make sure that your graphics are sharp, clean, simple and meaningful. Make sure all text expresses your brand and is in no way confusing.
- Brand honesty is key to delivering your brand promise and doesn’t alienate you and your company… or even worse damage your client relationships and your overall brand.
- Brand personality of your business helps you appear different and unique. Clients can immediately tell that all of your branded materials are coming from your business. If you’re the owner of a one-person business, your brand identity might resonate with your own personality. If your business is larger, or if you want to make it appear larger, you can create your own brand personality to connect with your potential clients.
- Professionalism in all things, from the quality of your graphics, to the way your text is written (proofreading is essential!), to your personal presentation: the way you talk, dress and speak. Professionalism in customer service and in the way you treat people you meet is always important. Follow through on your offers and promises.
When you include all of these characteristics into your brand identity, you’ll have a business look and feel that will really help your marketing messages to be taken seriously: one that will enhance your overall brand.
If you’ve considered these characteristics and feel that your brand is falling short and letting your business (and your customers) down, feel free to give us a call on 01293 886805 or email us.Other articles relevant to :