First impressions matter. Make your brand immediately attractive by getting these three questions right.
Multiple marketing studies have shown that 70-94% of a prospective client’s first impressions are design driven.
Think about that for a minute.
Before they interact with your business, before they read a word of your marketing materials, prospective customers have already formed opinions about your business’s credibility. Design is not a pretty extra, it’s the first point of contact. How do you ensure your brand style is saying what you want it to say?
The answer is thoughtful planning and targeted design.
Think of design as the gift wrap. Your client has a multitude of choices and is literally bombarded daily with images encouraging them to buy. It’s like a constant stream of gift-wrapped boxes. What’s going to make your box stand out? What will make that prospective client choose you over the competition?
When you design for a target demographic, you are choosing packaging that is uniquely attractive to the people who need your product or service. Colors and images that make them feel comfortable, understood and interested. What you find attractive, or what “most people” like, may not be what resonates best with your client.
This is why knowing the “who, what & why” and of your client base is so important.
Who is your prospective customer?
Are they young? Trendy? Older and established? Students? Blue collar or white collar? Self-employed? Families with kids? Mostly men or mostly women?
Do your research and find out. What works for one demographic may backfire badly with another. For example, studies have shown that women prefer soft colors while men prefer brighter colors. Moms with kids gravitate toward things that emote security and convenience, while single women tend to prefer things that emote excitement and luxury. If your “gift wrap” is not appealing to your target demographic, it’s unlikely they will pursue your business further.
What is their need or motivation?
The “gift wrap” needs to communicate what’s in the box, your product or service, but equally important, it needs to communicate what the client will get out of opening it.
Ultimately, you are selling the solution to a need. So, what does your product or service provide? Peace of mind? Fun and excitement? New ideas? Relief from frustration or discomfort?
Your brand style should emotionally connect your product to the solution your client is looking for. Note the difference in tone between the following three examples.
Toyota trucks is selling excitement and strength. Their tagline “Calling all adrenaline junkies” is enhanced and reinforced by the site’s strong reds and blacks and dynamic photography.
BMO’s target demographic is looking for peace of mind, convenience and stability, so they take a very different approach. The cool blues and light, airy shot of a smiling family echo this company’s marketing message.
Fashion retailer Anthroplogie is selling beauty and a luxury lifestyle. Their brand style emotes colorful, trendy and refined.
Tailor your marketing message and brand style to the needs and desires of your target demographic and you will create loyal, enthusiastic customers.
Why choose your service or product?
Once you know what your prospective client is really looking for – their underlying need or want – you can present your business as the solution.
How will your product fulfill that need? Does your brand style connect with the emotion behind the need? For example, a realtor’s client wants to know they will find, not just a house, but a dream home. They’re looking for convenience, choice and the warm, happy feelings that the words “dream home” evoke. Your design choices will be most successful when you tap into those emotions.
Connect Your Brand to Your Values & Demographic
Your brand style speaks volumes to your clients – whether you are aware of it or not. Wrap your marketing message in a way that is attractive and specific – reinforce the corporate image you’ve worked so hard to achieve.
Once you have a clear, attractive brand style, keep it consistent across all your marketing platforms. Your website, mailers, ads, signage and even uniforms should all work together to reinforce your message. Consistency builds trust, credibility, and a loyal customer base.
That’s a gift worth unwrapping.
Need help building a consistent, effective brand presence? Since 2011, devEdge Internet Marketing has been helping clients of all sizes attract new business and expand their online presence. We’d love to put our expertise to work for your brand. Give us a call or shoot us email and we’ll talk.
