How effective is creative branding on the current digital frontline?

Creative and visual branding has changed so rapidly with the development of technology, it would be naive to believe that the branding market just relies heavily on bold colours and well graphically laid out designs, that attracts reader attention, and will cause people to purchase your product or visit your site. It is to some extent still a key part of your branding strategy, but how much of a part does it play?

Traditional Branding

Traditionally, branding was heavily reliant on logos or packaging of products and allowing you to create design that separates you from your competitors. It would be unfair to say people purchase food products such as cereal or chocolate by the one that stands out the most with a colourful design.

Branding has developed so competitively, that product designs are now influenced by a strategy that offers the most to customers. External branding strategies such as brand loyalty and more importantly online/offline marketing strategies from social to traditional TV/Print play a part behind the product design. You are more likely to purchase a box of cereal that is potentially on offer, or maybe enticed by a sales promotion in the current branding market.

Development of Digital and Social

The development of digital marketing as a whole has allowed creative branding to become more connecting with it’s audience. For example products now have more social media promotions, where consumers interact online with the product through social channels. Brilliant when thinking of how much revenue that can generate and exposure it can give to a product.

However, is that always a good thing? It is wise to approach your audience as to where they hang out and effectively you want them to say good things about your brand. Creatively, image and identity are still very important. Attracting an audience initially comes from the way the design appeals. Therefore, a good design matters. What differs from traditional design is the conceptual thought that now goes into it.

Also, the tone of voice in your product branding design plays a part, how is your product design communicating with it’s target audience? Social plays a big role in the communication of your product and always bear in mind that your audience don’t always hang out on Google, so always target where you are likely to create engagement and in the current platforms – social.

However, it can go horribly wrong. A recent example of a bad branding disaster was Greggs.

Greggs_fail
The hashtag #fixgreggs was added and what became a Twitter crisis became less of a crisis by effective social engagement, that supported the brand to get the issue fixed. Creative PR disasters by design controlled by social engagement.

MAIN-Dirty-Bird

Some of my other favourite brand hic-ups include the Cardiff based fried chicken shop ‘Dirty Bird’ who’s logo sparked controversy on social media. The controversy has gained the Cardiff chicken shack international recognition over the past few weeks as the logo was shared over social media. A good strategic move perhaps? I’ll let you decide on that one. But if you do like the logo t-shirts are now available to buy

Top Tips for effective creative branding:

Here are a few tips so that you can avoid brand scrutiny on social media and the internet in general.

– Keep the design simple. This is for many aspects of a branding strategy, easily changed and easily accessed by all.

– Research in branding is very important. A design that will appeal to your audience and fit into your wider marketing strategy has to be thought at the beginning of a design process.

– Explore using brand monitoring tools, to help keep on top of your brand online, particularly mentions of your brand:

– If you have had a PR design disaster, find ways to directly approach and control the situation. Your brand voice will help which direction it could go.

– Consider your design with conceptual ideas – how will it be a long term approachable design for your customers?

Creativity can extend to anything from content ideas such as video to a tone of voice on twitter. Use design creativity effectively to push your brand and reiterate your brand message.

Overall, it is still effective to be design conscious. The demand of the current market however, requires design to be engaging and to use design more conceptually to push your brand message and fit into an overall marketing strategy. It is still what your audience first sees and what decision they could potentially make towards your brand – find a connecting balance.

Do you think your brand needs to be updated to be more suited to the digital age? Or do you need some social media ideas and training for you and your team? Contact Marketing signals today and we can help you create a stronger image and identity for your brand.

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