Diesel’s SS15 Preview collection by Vasava
For designers who are tasked with creating the branding for a product, service or organization within a deeply saturated market, you definitely have to make an effort to establish an emotional connection with your audience. Once brands form an emotional connection with their target audience, the result is brand loyalty and a deep personal connection.
Creative Bloq speaks to leading designers about how to create standout branding in tough market conditions.
Find the voice of the brand.
Bruno Selles, co-founder of Vasava, explains that the key to improving branding engagement is to “celebrate the differences, embrace the originality and let the brands speak their very own language”. By building brand identities in an inventive and unpredictable manner, designers can avoid the standardized solutions and explore what makes the brand special and outstanding in the market. Building on what makes a brand unique is one step towards success, no matter how crowded the market.
Be clear about what you want to say so that you nail it.
Having a clear understanding of what you are trying to communicate will make sure that your audience listens. Director of Shillington US, Holly Karlsson suggests developing an intimate knowledge of your target audience. This means going beyond the stereotypes to figure out what resonates with them and taking note of what does not.
View the branding project like a short story.
Freelance designer and founder of BP&O, Richard Baird, views branding project like short stories that designers are excited about and capable of writing or talking about in a variety of situations. He suggests “fostering and enhancing a genuine emotional connection… from the recounting of process”. Stories about process should be written and told honestly, with good intention, character and passion. In this way, it is self-assured and insightful, not reworked or post-rationalized.
Other tips include working closely with the brand’s intended users and being authentic. Head over here to read on.
The heat-reactive cover art for Computer Arts by Vasava
[via Creative Bloq]
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