Investing in great design can make your product more desirable.
Lets compare some soda brands to illustrate this point. So I mentioned Coca-Cola above, the single most recognizable brand in the world. They over time have upgraded the branding to reflect current looks and trends, but have never wavered from the iconic script text. They also have some imagery like the signature bottle shape that helps keep marketing fresh. They are a brand that has always been about uniting people. Getting the world to sing in perfect harmony and stuff.
Now, lets think about the major department store brand cola. Its generic in its design, it probably tastes mostly the same. It costs less, and mimics the major brands design... But you are at the store, and you are making a quick choice… You opt for the TRUSTED, the RECOGNIZABLE, the RED BOTTLE OR CAN YOUR GRAND PAPPY DRANK. You grab a Coke within less than 30 seconds of interpreting your decision. *Mic drop. Coke slowly sips a coke.
Investing in great design can make your customers feel more satisfaction about their choices and purchases.
For this point, I’d like you to think about the brands that make you, you. For me its all about those outdoorsy brands. The brands you see in Outside Magazine. The brands that are kayaking, stand up paddling, camping, saving the earth and recycling in their advertisements. Lets think about what brands evoke those kinds of values. REI, Patagonia, The North Face, Mountain Hardwear, Kleen Kanteen, Camelbak, Nalgene, Keen….
Okay I know I probably rattled off more than I needed to, but I feel strongly that these brands are overall doing the right thing. They have the earth in mind. Quality, adventure and living life are major themes for them. These are all ideologies that I strongly prescribe to. When I buy these brands I feel good about my choices, and feel like I am living my best life. Powerful stuff when you start thinking about it.
Investing in great design will lower your costs.
This is my favorite. I seriously love saving people money. When I am able to really do my thing and make some pragmatic, strategic designs for people its where I am at my best. The reason that investing in a great logo or brand identity saves you money is that when its done right, a branding kit can last you YEARS. DECADES. If a designer has been given the room to really research your business and all of its pieces, she can come up with a plan and graphics to dominate your market.
This saves you money because a proper foundation for a system of design that targets your audience has been put into place. When that system is used properly, you have the tools to market across all media and mediums for a long time. A logo is just the beginning, and when you have the colors, fonts, imagery, voice, and system in place it becomes a matter of focused branded show and tell. You build it up, you use the kit and your brand loyalty grows day by day. Before you know it, people are tattooing your logo on their body because they are that loyal to your vision. Because your vision is now their vision.