Brands can’t afford to underestimate the importance of good design in their brand marketing efforts.
In fact, nearly half (forty-eight percent) of consumers cite a website’s design as their top factor for determining a brand’s credibility. An additional ninety-four percent have chosen to reject a brand entirely at some point based solely on the site’s appearance. Organizations must think of visual design as competitive advantage, and your company’s graphic design on and offline is a critical tool for developing brand recognition and loyalty.
How Strong Design Impacts Your Brand Marketing
For many companies, a key performance indicator (KPI) of marketing campaigns is raising brand awareness, one of the top challenges facing B2B brands. According to Sharon Michaels of Forbes, brand awareness may not yield an immediate return, but it plants a seed in consumers’ minds. Good design is a critical tool for brand development in awareness-focused campaigns. Research indicates that 90 percent of the sales process for B2B brands is complete before prospects engage in sales. When a consumer encounters your brand via social media or your website for the first time, they’re typically in the initial research stages and not ready to make a purchase. Opting for a corporate rebrand to improve the memorability of your initial-impact messaging can yield significant returns during future awareness marketing campaigns.
How Design Impacts Messaging
Graphic design and web design speaks much louder than words. The human brain processes visuals 60,000 times faster than plain text. The visual elements of your company’s design, including color, contrast, typography, and motion, are likely to leave a more significant and memorable impact on your prospects than your written content. According to ArtVersion, studies indicate that design has a real impact on how messaging is perceived, to the extent that it will affect the profitability of your marketing campaigns. Ultimately, strong design delivers conversions and sets a company apart from the crowd when it synergizes with your strengths and reinforces their promotion using the psychology of brand principles.
Establishing a Foundation for Brand Consistency
Brand consistency is immensely important. Consumers associate blue and yellow with Walmart, red with Target, and the famous swoosh with Nike. While each of these companies have undergone minor tweaks to their visual branding over time, the iconography has remained consistent enough that consumers are immediately able to make a mental connection when they view branded designs. Consumer loyalty requires high-quality products or services and consistently high-quality customer service interactions. However, it also requires consistency. According to HubSpot’s Hannah Fleishman, “customers stay loyal…when they feel comfortable and in sync [with brands].”
The importance of design in remaining familiar to your customer base illustrates why it’s so important to get your visual elements on-point as soon as possible. It’s certainly possible to undergo drastic rebranding efforts, but it’s much more effective to develop a solid base sooner, then build on the colors, shapes, contrast, and patterns that your customers associate with your brand.
Visual branding is even more important in the digital age. When consumers encounter thousands of marketing messages on a daily basis, developing brand consistency and recognition is crucial to remain top-of-mind. Novation Consulting is a team of passionate, driven, and creative lean design experts in New York. For more information on how our people can deliver a bespoke brand refresh for your organization, click here to start the conversation today!