What do successful brands do differently?

Do you dream of a one-of-a-kind brand? A brand so unique that its success is guaranteed? Imagine that your actions are so effective that customers start buying on their own, without needing constant persuasion that your product is the best...

Let’s find out what sets the world's biggest brands apart!

Wherever we go—on the street, at the airport, in front of a computer, or on a phone screen—we are bombarded with logos, colors, shapes, and loud messages. Why do some brands get chosen and bought while others, even if aesthetically pleasing, don’t always become hits?

For example, on our way to work, we see many interesting coffee offers. But we don’t buy them all; one is enough. One brand offers cheap, quick coffee by subscription, perfect for drinking on the go. Another invites us to relax with a personalized mug that makes us feel welcome. Yet another lures us with the deep aroma of Ethiopian coffee, promising a rich espresso. And the next one offers a weak Americano as a freebie with breakfast.

What a choice!

A wide one.?

And it can make your head spin.?

And that's just the choice of a cup of coffee on the way to work.

This is our life today. We are surrounded not just by products (coffee), but by its brands (promises). Our purchasing decisions are driven not just by biological needs.

We chose the brand that resonates most strongly with us at the moment.

More and more logos

Today, almost all products are branded. However, not all branding leads to a strong brand. Branding just for the sake of it leads to nothing but increased marketing costs.?

Effective branding, on the other hand, leads to higher margins and becomes an asset. Visual identity can be ineffective or effective - distinguishing the brand. It builds coherence, allowing the company to earn more over time while spending less.

What can good design do?

Sell a product, inspire trust, strengthen an idea that attracts the masses. Good design and an effective campaign created the red Santa Claus. Coca-Cola’s 1930s campaign is why today, thousands, if not millions of children worldwide believe Santa looks the way he does.

Imagine what else branding can do.??

Unfortunately, history has shown that good brand design in the wrong hands can cause harm.?

Take Bernie Madoff, for instance. People trusted the brand because of its strong visual identity. The professional appearance of the offices, Madoff's authority, and persuasive marketing materials meant that many investors failed to carry out a thorough risk analysis and lost huge sums of money.

Good design is effective. Good design effectively communicates the brand's message and values. It creates associations of authenticity, reliability, and integrity, whether true or not. The same applies to political parties. It's easier to unite followers under a strong visual identity, and that is why all the world's biggest brands invest constantly in visual branding.?

From a marketer’s perspective

Creating brands is challenging. Marketers need to stay updated with market trends and new technologies. Increasingly, it requires constant updating of knowledge about human behavior and decision-making. It requires visual education to recognize good design at a glance. Branding is a specific field that every marketer should care about if they aim to create a strong brand.

Branding processes are not just strategy or graphics. They include translating strategy into design. The human brain has two hemispheres: the left for logical thinking and conclusions, and the right for creativity. Effective branding requires the synchronization of both.?

Unfortunately, experience teaches us that a creative idea is not enough. In order to build a brand, we need to give it a visual identity that works: that lasts longer than one campaign, that is impossible to imitate and that is alive.?

A child's story without a child's story

In Perform we create living brands so that they tell a story without words.

Elephants provide psychological support for traumatized children. Donors don't want to hear about these incidents. They simply want to help.

The brand’s logo is an elephant made of bricks. The logo metaphorically represents the life of a child that falls apart into pieces after a trauma. However, it can be rebuilt. Just like a jigsaw puzzle in the shape of an elephant. The life of an afflicted child can be put back together again, into a happy adulthood, with some little help from the donor.?

This is likely why our rebranding of “Elephants” received the REBRAND 100? Global Award, a prestigious accolade for the most effective and influential rebranding projects worldwide.

Trust the process

In Perform Brand Design we say that translating strategy into design, testing concepts, and implementation are crucial for success.??

On one side we believe in analysis, research, and diagnosis. The strategy means analyzing data to conclude a focused and precise idea. On the other hand, creative forces take these strategic conclusions and bring brands to life. Visually. Because this is how the customer will experience it for the first time.?

Strong brands have long-lasting identities

Crafting a good strategy is half the success. Performing a visual identity that reflects the brand’s character is another matter entirely.

Effective branding is an investment with long-term benefits. We believe that the key to success is a harmonious combination of strategy and creativity, resulting in a lasting and authentic customer experience.

If you dream of a one-of-a-kind brand, a living identity brand, a brand impossible to copy, and a brand for years to come, make an appointment. Check the link below:

https://calendly.com/performbranddesign/branding

#branding #rebranding #perform #livingbrand #livingidentity #corporateidentity #logodesign