As a business owner, you cannot control how customers think or feel about your company, but you can influence their responses to your brand by designing the elements you can control. In other words, how you design the brand identity elements will influence the brand’s image held by your audience.
The three core elements that successful brands encapsulate and consistently communicate with their target consumer and other stakeholders are referred to as the Three Brand Ps; Promise, Positioning and Performance.
Brand positioning is a combination of both rational and emotional appeals. Although they’re both important elements, we see that the emotional appeal is central to most known brands today – especially for brand positioning and emotional brand loyalty.
The biggest issue in the design industry is showing a new business a return on their investment in design. You can’t clearly define the outcomes on a company rebrand or a brochure design in a years’ time?
The Guardian Small Business Network is a dedicated community where you can gain access to best practice resources, expert advice, live Q&As and entrepreneur blogs. They send out regular showcase campaigns for you to enter a story about your small business on a relevant subject.