brand developers

3 common misconceptions about branding

What return on investment does branding offer, if anything?
Years of experience have left me in no doubt that a good brand is essential for business performance -- it’s the one thing that most organisations can change to make themselves more successful.
But the biggest obstacle is that most people don’t really understand what a brand is – there are too many misconceptions about branding, its value and the return on investment a good brand provides.

Here are three of the most common misconceptions.

Misconception number 1: “Branding is overrated”.
Many of the business owners or managers I speak to tell me that branding isn’t as important as delivering a good quality product or service at a fair price.
In a perfectly logical world this would make sense. But the research tells us that people make buying decisions based on gut reaction (in other words, buying decisions are based on emotions, not logic).
A good brand is the key to triggering a positive emotional reaction and feelings of attachment in your customers and prospects.
Providing a good product or service at the right price is a given – you need to do that just to be in the game. Winning the game comes down to the gut reaction your customers have towards you, which is where your brand comes into play

Misconception number 2: “We already have a logo”.
This may be so, but your logo is not your brand. Your logo alone will only have a very minor influence on the emotional reaction of your customers.
As an important element of your brand, your logo must naturally be professional, creative, engaging and unique – it must accurately reflect the personality and culture of your organisation.
Branding is influenced by multiple elements, including what you say and how you say it, your web presence, the colours you use, how your staff interact with people, the look of your premises – branding is the sum total of experiences that any one person has with your business, its products, its service and its people.

3. Misconception number 3: “We just don’t have the budget right now”.
Perhaps one of the reasons you don’t have the budget right now is because your branding (or lack of) is costing your business.
Branding is the foundation upon which your business and its success are built. A weak foundation is always going to leave you scrambling.
If you limit your branding, you are limiting your sales, your reputation, your aspirations and your turnover because they are all fuelled – positively or negatively – by your brand.
We all do business with people we know and like. If your brand doesn’t leave customers feeling like they know you or like you, well then…

Conclusion
Branding will have an effect on everyone who comes into contact with your brand.
This effect will often determine if that person will do business with you, refer your services, enhance your reputation, recommend you or simply do repeat business with you.

There is simply no bigger priority for your business.

SmartSpace Branding and Packaging

Round the world solo yachtsman Graham Dalton has had plenty of time to come up with good ideas. Sitting in the cabin of his yacht he got to thinking about how pots and pans could be rectangular rather than round. This way they would take up a lot less space in cramped areas such as a galley, a camper-van or todays more common small city apartments.

Brother of Team New Zealand boss Grant Dalton, Graham saw an opportunity in the market for space-saving rectangular cookware that would let sailors, campervan owners and apartments dwellers take advantage of the limited space available in these environments.

After more than two years of planning, Graham has designed the pots to maximise the available space on a small stove as well as stack inside each other for easy efficient storage. He has registered global patents for the new sets of pots and pans to be sold under the SmartSpace brand.

GardyneHOLT worked with Graham to develop the SmartSpace brand and design the packaging and marketing collateral for the launch. Within a week of the pots hitting retail shelves, stores around the country had already run out of stock and they were calling Graham to order more. The big plan is to go global within the next 5 years.

Graphic Designers - Hiring Professional Design Services

Your business needs professional graphic designers for things like marketing campaigns, business logo designs, and more. Do-it-yourself designs are fine for small businesses that are just starting out, but it takes a professional touch to take your business to the next level. If you have been searching for that chance to create the perfect logo or marketing campaign, now is the time to hire professional designers to allow them to show you what they’ve got. Of course, you shouldn’t just hire the first people that you find to work with. You need to be certain that you’re working with the best designers available.

By researching graphic designers, you will get a much better sense of what is available and which companies or independent designers have the best reputation within the industry. Your business deserves the best, regardless of its budget, so you need to be sure that it is always a priority in your search. Look at customer feedback, client reviews, and objective information that will tell you about a company. Look at the company itself, because their website and history can tell you a lot about what they are capable of. Utilise the resources that you have online to find the best designers for your needs.

Graphic designers are not all created equally. They each have their own unique styles and creative ideas about design. You should always ask for consultations to see what companies can do for you before you commit to working with them. The first company that you meet with might not meet your expectations, so you need to be prepared for this. By taking the time to figure out exactly what each company has to offer and how their abilities suit your needs, you will have a much easier time at finding the ideal service for your business.

There is sometimes no choice but to hire professional graphic designers. When you aren’t crafty or creative, or when your business really needs the extra help, these professionals will be there for you. They can take care of all kinds of needs, including everything from a basic logo design project to a full marketing campaign. Your ideal solution is to find a company that can do it all in one so that you can minimise your outsourcing needs and maximise your results with graphic design and its assistance to your business marketing, visibility, and ultimate success. The most important thing is to make sure your branding is consistent and having one graphic designer doing everything should ensure exactly that. Keep these things in mind and you should have no trouble finding the right services every time.

For a more in-depth review, Jag offers a free, no-obligation personal assessment of your existing or proposed new brand.