Research - What is a brand and what makes a brand successful?

Why do we buy?

Understanding why people decide to buy certain products or services over another is going to be the key to designing appropriatley and successfully for todays consumer. 

Being a consumer is about identifying and satisfying ones needs by choosing, buying and using a product or service. There are fundamental needs such as food, clothes and shelter but then there are subjective needs which can be defined by lifestyle - This is usually determined by their culture, society, social group and 'class'. 

The consumer culture theory argues that people tend to buy one brand over another because they feel it reflects their own personal identity or one they wish to create. 

What is a brand? 

"The primary function of brands is to reduce our anxiety in making choices. The more we sense we know about the product, the less anxious we feel." 

Branding dates back to early man from leaving a mark on objects to signify property or possessions, reflecting a persons membership of a group or clan to identifying religious or political power. 

A brand is usually far more than just a name, logo, symbol or trademark. It is imbued with unique values and characteristics which set it apart from other brands. Brands want to emotionally connect with their consumers through the use of design. 

The design and marketing of a brand has become important to the success of any new product or service. A lot of the time a brands image has become more important than the 'real' thing the brand represents with the design of the product acting as a 'vehicle' for the brands values. Products are now being developed to reinforce a brands success rather than the brand existing to sell more of a particular product. designers and marketers have had to adapt to become central to the modern consumer culture. 

How does it work?

Branding is about making one product or service seem different/ better from another competitors product or service. Brand values are the core beliefs that a brand upholds which differentiates it from its competitors. Brands can be characterised by using brand personality framework.  

What makes a brand successful?

- Clear Identity

The most successful brands create a defined and powerful identity for their companies.

The goal is not to be just noticeable , but to be so closely identified with the company’s defining characteristic that you become known for it. The objective in creating an identity is to define what sets the company apart from competitors.

One of the best examples is Apple: In the 1980s, Apple was known for bringing the first personal computer to the masses. After an extended down period to end the decade and start the 1990s, the company reinvented itself. No longer just a computer company, Apple pivoted its brand into luxury and innovation.

With the introduction of products like the iMac, iPod, and later the iPhone, the company ushered in a new brand identity: they were innovators who instantly brought anyone who bought their products a luxurious lifestyle. Even now, Apple likes to set itself apart from its competition with its “Think Different” company motto.

Paul Rand 

 Throughout his 60-years long career, he changed America's opinion on visual communication. With his editorial designs, advertisements, and visual identity works, he  brought avant-garde European ideas to the United-States, mixing visual arts and commercial design. His colourful combinations, approach of typography and use of media translate his desire to "defamiliarise the ordinary". His style consequently still have an impact on graphic design today.

Straplines 

a lot of successful brands use straplines/ taglines which aim to communicate the values of the brand. They are usually made up of a few words and are linked to the logo. The strapline might highlight unique elements of the product or service being branded or reference premises the company wants to make with the consumer. At this point in time, sustainability and other green issues are key considerations for consumers. 

it must be memorable and give the consumer and insight into the values and personality of the company to distinguish it from its competitors. 

Graphic Designs Role In Branding and Marketing 

A lot of companies are unaware of how big of an impact graphic design has on their branding and their marketing. Graphic Design plays a big role in communication from websites, broachers, logos, leaflets, shop external graphics etc. Design can make a company stay congruent with their branding efforts and support a company’s main message. It can also help to create a strong corporate identity.

Graphic design visually represents the message that the brand is trying to communicate. Transparency and congruency is important when creating a branding campaign. If the visual elements do not comply with the brand, the target audience will feel the company’s message is not viable.

Graphic Design also lets a target audience connect with a brand. Good design can be seen in the most successful brands. Some examples include Nike, Apple, Coca Cola, Marlboro, and Samsung.

Words alone cannot communicate what the brand is about and who it is aimed at. Visual aid plays a major part in a brand and this is what I need to solely focus on for my client’s company. 

There are many examples of brands that failed to get their message across because people could not understand either what they were saying or what they were about. Not having the right delivery can make all branding efforts worthless.

In marketing campaigns, design has a direct impact on profitability. For example, small changes in formatting and use of design elements can help deliver a better sales message and improve readership. One of the best recent examples of this is the ‘Just for Pets’ shop based in the Midlands, UK.

Differences in branding and graphic design

Graphic design visually communicates by using images, words, and ideas to communicate information to a specific  audience, especially to produce a specific effect.  A  question which needs to be asked with every Graphic Design element is this: “Is this consistent with our brand?”  

Logo Design visual Research