why-brand-is-important

Why brand is important?

Why brand is important? This question is bothering many business owners. To answer that question we should first define what a brand is. Secondly we should know what your brand is or may be.

Branding definition

You can find plenty of definitions for “brand” or “branding” and of course it would be yet another thing when we consider design. Let’s take a very basic definition and try to put it in everyday practice.

The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Source: Business Dictionary

In a short words we could say: Brand is how your clients, leads, suppliers or even employees perceive your business. It is all about how you communicate with the world around you. It is both; How you are perceived and How you wish to be perceived. No matter which aspect we are looking at, everything comes from your actual vision and values. Hence, your brand is what your business is and how you want to communicate about it. Dependently on business specifics, there may be more emphasis on general brand image, product or service values, vision – this is very individual.

So, why brand is important?

The similar question would be why you product or service are important. Seems obvious, right? This is what your clients are paying for and this is your bread and butter, area of expertise. So what is different with your brand. In terms of importance, I would say nothing. What you offer is always a bedrock of your brand. The difference is, branding, unlike your product, can’t speak for itself. To see this difference more clear, we could break the importance of brand into the following elements:

Recognition

Consistent brand image will make your business more recognisable. This will let you stand out from your competitors and make your offer memorable to your leads and clients. There is more. By creating your brand image, you are creating desired image of your business perception.

Loyalty

Once created and used consequently, your brand image will work for you in many ways. Loyalty is one of the benefits. People are not buying only your product or service. They are also willing to pay for a thought behind it, even if they don’t realise it. They are buying not only what you sell, but also why and how you sell it.

Quality and reliability

Your brand is your promise. Incorporating quality and reliability into your brand image, will make the purchase decision less risky to your clients. If your promise is fulfilled, it will also create referrals and let you attract new customers. Considering these advantages, you also have to remember that not delivering what you’ve promised will work exactly opposite for your brand.

Increased value

With increased recognition and loyalty, your sales will increase too. Moreover, standing out from competitors and having identity should also let you increase the price. You can get even more sales from referrals and your offers reputation. Understanding this is crucial to answer the question “Why brand is important?”

Saving your time and money

Many people make the same mistake when starting to create a brand. They are trying to get it cheap. Usually the first thought is: “Where can I find a cheap logo designer?” Unfortunately, there is plenty of them, and what is even worse, they will do what you will ask for without even trying to explain you your mistake. As a result, you get this cheap, meaningless and quite often thoughtlessly copied, so called “logo”. Logo is not a brand, and you still don’t have one. You can be absolutely sure that you will have to go over it once again, unless your cheep “branding” destroys your business in no time.

We hope that makes it more clear why brand is important. If you have some more questions please don’t hesitate to contact us. Also, regardless if you are just starting or already have something build, we would like to offer you our Online Brand Audit.

what is graphic design

What is graphic design?

We will not try to write a new definition, as there is no need for it. What we will try to achieve, is to show our view on that matter, with a focus on supporting business. Let’s start with an answer for a question “What is graphic design?” given by an authority.

Graphic design, also known as communication design, is the art and practice of planning and projecting ideas and experiences with visual and textual content. The form of the communication can be physical or virtual, and may include images, words, or graphic forms. The experience can take place in an instant or over a long period of time. The work can happen at any scale, from the design of a single postage stamp to a national postal signage system, or from a company’s digital avatar to the sprawling and interlinked digital and physical content of an international newspaper. It can also be for any purpose, whether commercial, educational, cultural, or political.

Juliette Cezzar

Source: AIGA

This definition describes pretty well and timelessly the nature of graphic design. Before the digital era, we could actually say the same, the element of virtual communication, makes the difference though. Interactivity and responsiveness became very important elements.

What remains from traditional view?

Before the digital era, as today, graphic designers were creating logos, brand visuals, newspapers and magazine layouts, visual information systems, marketing materials, posters, book covers, typefaces, signage or way-finding systems. The first medium which challenged the virtual communication was obviously television, but the revolution came with Internet.

Olympic pictograms - Mexico 68

Olympic pictograms – Mexico 68

New tools – New media – Good old design

However most of design work became digital, we still are using principles which have already worked for ages. Intangibility and interactivity force modern designers to predict more scenarios, in order to create successful design. More complicated projects require cooperation with developers or motion designers, yet creativity is still the key. Living aside more complex projects, in most cases, old design subjects are often just preceded with “e-” or “digital”, hence we have all e-books, e-flyers, digital posters, digital stationery and so on.

Should designers code?

At Graphcare we believe that a designer should understand the medium he is designing for. Understanding of HTML and CSS is not a programming skill, it is much more simple. We think that it is a base when designing for digital media. We believe that coding knowledge gives us more creativity, yet we do know when to handover a task to developers.

How graphic design can help your business?

We can answer this question only when we know more about your business, so we offer you our Online Brand Audit. Also, in a few more following blog posts will continue exploring this matter and provide some examples on how your image could be improved.

new year predictions

New year predictions

This is not even about 2017, but more about predictions in general. Whether we like it or not, New Year predictions will knock on our screens and speakers more often for the next few days or weeks. What makes it valuable information and what is just a good, or maybe, a bad guess? What does it mean for you? And what can you predict for yourself?

New Year predictions, wishes or divination?

People always like to think about the future. Dreams, plans or just wishes, we all pursuit our goals and needs. Hence the popularity of predictions, but let’s think about their nature for a while:

When the number of factors coming into play in a phenomenological complex is too large scientific method in most cases fails. One need only think of the weather, in which case the prediction even for a few days ahead is impossible.

Albert Einstein

Source: www.goodreads.com

Well, since Albert Einstein’s times, it got a bit easier. Even with the weather. Obviously thanks to computer and software capabilities, and of course our beloved internet. Yet those words still remain true and we could say: “You can only predict what you know???. However it sounds, the truth is more real and verified input data is the better prediction. Where to find the best predictions? It really depends on your industry and market size. Although usually, with a bit of effort, it is quite easy to find reliable sources for all industries.

How to make your own New Year predictions?

We all actually do some predictions. That is how we monitor our businesses and make strategic decisions. So the better question would be “How to support your New Year predictions?”.

The answer may be obvious, but many business owners seem to not realise how important the answer is. And the answer is – Measure and Analyse. One of the best tools, at least for small businesses could be your website and social media. Do you know your audience? Where do they live, what they like? Do you know their age? There is plenty of demographic information you can get form your online traffic. Where to start? If you haven’t yet, we strongly advise to use Google Analytics tool. Social media are great to identify and expand your online audience as well.

What do we know?

In 2016 we could observe a constantly growing importance of content marketing and nothing seems to be changing here for the coming year. With brands becoming more personal, social media are more often used as a customer service channel. Transparency and authenticity are very important elements of a modern brand. The technical thing – we are mobile. Since two years ago, there is more mobile global internet users, than those accessing web from desktop machines or laptops and this number is still growing. You can check if your website is mobile friendly here

If you feel that you need help or advice, we can help you with getting things done See our Web Design and Development service page for details.