The quality of your brand’s design is directly related to the ROI of your customer acquisition efforts. You can have the most detailed customer acquisition strategy, but if your brand’s overall design falls short, so too will your efforts to increase your customer base. If you want to improve your brand design efforts this year, ensure the following facts are part of your company’s redesign strategy.
1) Customer identity management is a crucial component of developing a strong design for your brand. Without a clear understanding of who your target customers are, how can you possible develop a brand design that will resonate with your audience? Before you begin any brand redesign, make sure you spend time with your design agency to develop a detailed customer identity strategy.
2) User experience design is an absolutely critical component of effective brand design. Understand how potential customers will interact with your website and how those interactions should determine your site’s navigation flow. UX design can impact everything from how customers feel about your company to how strong your conversion rates are and your business’ ability to grow. When deciding on brand design for your business, a UX design discussion with your creative agency is crucial.
3) Brand design also extends to your social networking efforts. While the look and feel of your website is vital, so too is the look of your social media profiles and the content your team shares on social media. You must create a cohesive brand image across all mediums. From the look of your company’s Facebook page to the tweets you share on Twitter, brand design should guide everything your social networking team does to connect with consumers. Engagement is awesome for conversions, but design should be the North star your team follows.
4) Storytelling is another essential component of a top-performing brand design. How your company presents itself to the world is determined by your business’ ability to tell its own story. From the stories you tell on your company blog (you do have a company blog, right?) to the way your story is told on platforms like LinkedIn or Glassdoor, each element of your brand’s reputation should be created with effective storytelling in mind.
5) PPC and social media advertisements are another essential element of brand design many businesses overlook. The quality and design of your advertisements has a direct impact on how potential customers feel about your brand. Your creative agency (or in-house team) should put just as much effort into designing your ads as they do into designing your website. Fail to understand the role advertising design has on your brand’s reputation and you could be doing more harm than good with your pay-per-click and social media advertising.
These five brand design essentials are critical for ongoing customer acquisition. How you present your company to potential customers has more impact than any action your social media marketing team or content marketing team can take. Remember these core components of an effective brand design and you will be on the right path to increased business growth.
