Do not underestimate the power of the brand. As consumers we identify closely with certain brands. We’re often responding to branding when we choose which supermarket to use for our weekly food shop, when we deliberate over airlines for that next flight and even when we ask for our favourite whiskey at the bar.
But this doesn’t necessarily mean that branding is the sole dominion of household names and expensive products. The purchasing decisions we make are just as astute when we decide which local electrician to call out, or where to get our hair cut on a Saturday morning. Brands build confidence through attracting recognition, and the most successful ones do this by putting their message across simply, and in a way that best engages the target audience. Appropriate, distinctive and outstanding branding gets your business seen, heard and understood.
In essence, effective advertising is about stimulating attention, interest, desire, and that fundamental outcome: action. Don’t muddle through advertising campaigns by yourself when an expert designer and marketing strategist will make sure every advertising step your business takes is calculated precisely. One should consider banner advertising, and location screen advertising, and pay-per-click (PPC) advertising such as Google Adwords. And when targeted correctly, print is still a very valid, and affordable, advertising platform.
Website and digital.
Another question we’re asked frequently is why to opt for a bespoke website when there are plenty of DIY website builders and attractive website templates available out there. We’d agree that some of the website building programmes available on the internet are very user-friendly, but there are limitations if you’re a credible, ambitious business wanting to be noticed by Google.
Plus, when using a templated site, advanced functionality is severely limited to the number of plugins available in the programme. Customising themes through a DIY website builder will often require some knowledge of HTML or CSS. Chances are, your website is your sole or primary shop-front, so it’ll pay dividends to invest in something that not only looks the part but also does its job properly.
Print is not dead, despite the digital age we live and work in. Quite the contrary, in fact. Print is alive and well, and when used intelligently it can bring in serious business as well as supporting your all-important brand identity. The great thing about print media is that it’s not only portable but tangible too, and people really value that in the age of the tablet swipe.
Print can bring a concept to life, from a smart little ‘teaser’ card to announce the opening of a new delicatessen to the glossy brochure for your complex of holiday villas, complete with beautiful high-resolution images. Where company stationery, brochures and flyers are concerned, quality speaks volumes. From the creative flair and consistency of the branding right down to the choice of inks and textures of the card and paper used, the difference between a poorly designed flyer and a carefully planned company brochure can be immense.