Why looks are important in branding

 

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Why is branding so important? Because we often choose products based on their perceived value rather than their actual value.

With the right branding and careful planning, businesses can increase their product’s perceived value, they can establish a relationship with their customers that can last forever.

It always helps to have a good story to tell. Your job as a designer is to find the story, and tell it wisely. The rest of this chapter shares a few examples of designers who got it just right.

A company without a logo is like person without a face

For along time now people need and desire social identification. Just like a farmer who brands his cows to mark his ownership.

When you close your eyes and picture McDonald’s, what do you see? …. Golden arches? For products and services that have a strong brand identity, it’s the identity that people always think of, rather than the product. Think of Apple, Nike, Coke, and Google. Chances are that without even showing you their logos, you will have a fairly good picture of how they look. Take into account they have a huge marketing budget to achieve the recognition rates of such organisations, but it’s important to “put on your best face.”

Symbols exceed boundaries

To sell a product around the world, your brand has to speak different languages. Luckily easy-to-identify symbols need no translation. Recognisable regardless of culture or language, symbols can enable a business to cross barriers, compete globally, and maintain brand consistency across a large range of media.

Rethinking the importance of a brand

We usually do judge books by their covers, whether it’s fair or not, it’s how we have been brought up. We live in a world that identifies success with image. And that’s why the perceived value of a service or product is greater than the real one. The same visual identity seen over and over again builds trust, and trust keeps your customers coming back for more.

It’s kind of like putting a face to a name— logos help people remember their experiences with businesses.