May 11th, 2015
Design communicates brand.
Campaigns are about raising the profile of brands or moving customers in a specific direction to buy a company’s products or services. One of the critical elements of getting people to buy is trust. Brands are essentially the way that customers code a specific offering in their minds: this brand represents quality and luxury, or this brand represents comfort and value. Regardless of what your target customers hold in highest esteem, a brand is shorthand for that. Every piece of creative you release — blog posts, brochures, Google PPC campaigns or Nimlok booths at trade shows — says something about a brand. If the design is less than professional and aligned with the brand’s core messaging, it can undermine years of work and good impressions. By contrast, good design speaks volumes to a company’s professionalism, quality and positioning in the market.
