In assisting the launch of Aonghus Consulting, I wrote a brief overview of Brand and Identity Design, defining the importance of both in the promotion and marketing of a business. I’ve copied the piece here for my folio.
Brand & Identity Design
Maintaining your brand is simply ensuring that your identity is consistent across everything that you do. It is does not need to be complicated or an expensive task. Where a brand is the strategic element to growing your business, marketing is the tactical component; it discovers and activates the interest of new customers, yet it is your brand which turns a customer into a loyal buyer, advocate and even an evangelist as they experience your quality, service and products.
Developing a brand is more than just creating an elaborate logo. It is about developing a message and image that best presents your company in a professional manner which communicates directly to your customers.
To succeed in branding you must understand the needs and wants of your customers and prospects at every point of contact. Your brand is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. A strong brand is invaluable. It is important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your customer. It is the foundation in your marketing communication.
Your vision, mission and values are the key elements of your brand. This is what we would explore in the process of developing a new or rejuvenated identity as part of your brand. It also serves as a reinforcer of why you do what you do; an element which customers connect with, rather than simply buying from yet another supplier.
So what is Graphic Design, and how does it apply to your business?
“Graphic Design is an interdisciplinary, problem-solving activity which combines visual sensitivity with skill and knowledge in areas of communications, technology and business. Graphic design requires the structuring and organizing of visual information to aid communication and orientation through an understanding of a client’s product or service and goals, their competitors and the target audience. This is translated into a visual solution created from the manipulation, combination and utilisation of shape, color, imagery, typography and space.” – As defined by International Design Alliance (IDA), Icograda, the world body for professional communication design and Australian Graphic Designers Association (AGDA).
Creative design enhances your image and brand recall.
For example; despite the multitude of personal computer companies, some even superior, Apple Inc. expanded market share and awareness to become a premier brand. The business case is a combination of smart graphic design, targeted marketing and product design.
Apple Inc. is about how we use, perceive and interact with our technology, whilst most competitors just offer a solution without developing a connection between the client and the product. Oversimplifcation certainly, but the essential ingredient is there. In connecting with your client through clever and targeted communication, you can get your point of difference across and encourage the first step toward growing your business in a current or future market.
To this end, we provide concepts, design, copywriting and layout services for all printed materials from simple single sided flyers to extensive product catalogues. Whatever the size of your business our goal is to create a consistent and professional image for your company, aimed at developing your relationship with current clients and gaining the attention of yet more.
Toward the future.
We thrive on creative ways to examine, re-frame and rejuvenate your communication and interaction with current and future customers. In a market with staid ideas to reach customers, we believe in reshaping perceptions and evolving your business to be seen as progressive and emergent. As a single component or joint effort with other services we offer at Aonghus Consulting, we look forward to exploring and reaching your future together.