Marketing and design are each other’s companions. Many designers make the common mistake of getting too involved in their designs that they forget the majorly important marketing fraction. The different features laid out here are guidelines to make it easier for you to strategically plan out and create a brand with the help of marketing and design.
Plan out Your Creative Strategy
Market research is used to find information about a market. Such as looking for trends and changes inside of a chosen area of interest. You dissect what people want, need, hate, value and what makes them take action. This is the first step you need take before you know how to do the marketing part.
How the market moves is determined by people, what people feel and why they decide to take action. It’s your task to have a clear understanding of the market you have chosen to focus on. Your target audience choose what they want; you can’t force a product or design on anyone who is not interested.
Find Your Relationship:
Choose the right audience. You will have a conversation with this person and hopefully create a strong bond with this individual who is your main audience. You should know many things about this person’s life. Follow, management consultant, Peter Drucker’s advice: "The purpose of business is to create and keep a customer."
Here are just some of the aspects you should answer about your customer:
• Core Problems
• Emotional Connections with his/her problems
You can use your creativity to find out more about your customer... Just remember that the key to doing well in your marketing is to understand that it is about people. People are very emotion driven and if you manage to really dig deep into what their true emotions and values are, creative ideas will easily flow to you about how you should solve their problems and create a close relationship with he/she: who feels that you care for him/her.
What’re Your Core Values:
Now choose what your values are and stick to them. You don't need to scream out your values, you should just follow the action that comes with those values. For example, if you believe in taking care of the nature, you will most easily show this by making sustainable products rather than just saying that you like mother nature.
Find Your Category:
When thinking of certain categories, we associate them with brands. For example, what comes into your mind when thinking of "soft drinks", Most people would have Coke as a top of mind brand. They own that category as the originals.
Positioning is a concept taught by Al Ries and Jack Trout in their book " Positioning - The Battle for Your Mind." Positioning is not just for advertising a product, it has a much deeper meaning. Positioning is what you do to the mind of the target audience. In short, you position the brand in the mind of the target prospect by giving the brand an identity, or directing your brand towards an identity who needs attention.
The concept of positioning is fairly easy to comprehend, so it can be somewhat difficult to believe that it has a great impact on your brand. But if you don't have an identity linked to your work in a person's mind, you don't have a brand.
Re-positioning involves changing the identity of a product/service that is relative to the identity of competitors' products/services in the minds of prospects.
This side of marketing is one of the most crucial parts: if you create an own category that is perfect for your user/customer's needs, you'll be the origin of that position, which is the best way to lead a market.
A mission describes what your basic purpose is in society. Create a mission statement.
The Unique Selling Proposition shows how you stand out against your competition. It’s crucial that you think through your USP with caution, take your time. This line of words should be easy to comprehend and immediately tell the customer/user what the grand benefit with your product is. When you write your USP it is of course a fact that you already know the exact purpose of your brand.
In communication as in modernistic architecture: less is more. You need to sharpen the prospect's mind by oversimplifying your message so that it easily can be comprehended and repeated.
The slogan is an expression of the USP. It’s what people think of when hearing the brand name. Slogans are short mottos that are easy to remember and relate to. They are social expressions of the purpose of what you’re selling. The purpose of your slogan should become a common quote people use in their everyday lives. Here are some examples of famous slogans that have penetrated into the widespread language in society:
"Probably the best beer in the world" Carlsberg Advertising Slogan
"It's the real thing." Coca-Cola Advertising Slogan
"They're grrrreat!" Kelloggs Frosties Advertising Slogan
"I'm lovin' it!" McDonalds Advertising Slogan
"The best a man can get." Gillette Advertising Slogan
It’s time to make sure that your marketing is formed into design. Designers, who have created a design without doing their research, are not completely sure of what problem they are solving. This will bring a great difficulty when selling their works. Even if you know what a common problem is in the design world (take, for instance, the lack of sustainable products), you’ll still face fail if you don’t have a target audience and their emotions and values in count.
There are a lot of things that come into the designing part, not only the actual creation of a product, but also its brand logo and packaging are equally as important. So, how should one take all this conceptual thinking and emotions discovered through the marketing and reform it into a brand?
A logo is a symbol universally applied by organizations and individuals to uphold visual identification. Most people collect their memories visually; hence design becomes a very important aspect of a brand, not only the meaning. Logos are either symbols & icons or creatively written names of the corporation/organization's brand, such as logotypes. Symbolism, myth and hidden information can often be found in good logos.
Don’t Overlook Colors:
Colors have an immense emotional power on us humans and they should be considered thoroughly for your brand. Red, for instance, is a very strong color and brings forward the emotions of anger and passion, making our metabolism go up (making us hungry), and very impulsive: hence it’s used in many fast food chains.
Your packaging should be designed with the exact marketing ideas as your selling product. If we, once again to make it simple, take the sustainable product as an example: the package of this product can not be anything but sustainable. Your core values and complete brand narrative should be reflected in your packaging as well.
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