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Integrating design into your branding

Integrating design into your branding

What makes the difference between streamlined, coherent, attractive branding which incorporates a solid corporate image and a mishmash of different colour schemes and images in logos, marketing, labelling and websites?  It is, of course, the use of an original, integrated and well thought out design.

Pieces of pie for your design

The following pie chart summarises four key areas where having an integrated design is important.

Logo design

Your logo provides something which should be instantly recognised– almost a visual handshake welcoming the returning customer to a familiar product or attracting the attention of the new customer.

Marketing

Identify your target market and ensure your choice of style and colours in the design of your advertising or other marketing is appropriate for that market.  Take into account the type of product or service and the age of your potential customers.  Check out what the competition is doing!

Websites

Incorporate your logo and chosen colour scheme onto each page of your website, to reinforce your branding.  It is also important to make sure that customers can navigate easily around the website and aren’t left desperately searching for a particular product or piece of information.

Labelling

The labelling of your products should continue with the integrated design used in the rest of your branding.  There is also a great deal of essential information required for product labelling, so having your own label printer can help keep your business up to speed with any changes, without having expensive wasted labels that have become defunct.

One of the best tools to help

Having your own label printer means you have complete control over your branding.  Once the basics of colour schemes and logo have been designed, you can create versatile labels in the exact numbers you want, even one at a time, knowing that you will always have the information you need on the label.

Some Do’s and Don’ts when creating an integrated design for your branding

Do’s

Don’ts

Ensure that any images you use in your marketing are suitable for the product and your potential customers.

Don’t be patronising to your customers.  Avoid embarrassing or annoying adverts or logos!

Check that the colour of any text in your marketing and labelling can be read against the background colour.

Don’t use different colour schemes for your logo, website, labels and other marketing material – they may clash horribly!

Find out how customers perceive different ideas for design and colour schemes with some careful market research.

Don’t just get one opinion about branding designs – your boss may be colour blind!

Use a professional designer to develop your branding, for that professional, streamlined approach.

Don’t be tempted to use clip art in your branding design – it’s just not worth it!

What your branding does for your company

  • Your corporate logo is the point of communication between you and your customers, indicating your company’s core values and ethos.  Don’t waste this opportunity!
  • Your product labelling may have to be used on packaging of several different sizes, so the images and text on the labels must be clear and recognisable, whether they are on a large box for a vacuum cleaner or a small packet containing a spare part.
  • With your own digital label printer you can adapt labels for seasonal or other promotions, whilst retaining the integrated branding design for that all-important professional presentation.
  1. In a recent newspaper survey to find the most annoying adverts, a patronising attitude, stereotypes for either gender or nationality and (in the case of television adverts) an irritating jingle, came up most often.
  2. Hugely successful Spa Esprit founder Cynthia Chua puts 20% of the company revenues into branding and design.  She sees it as an essential investment, not a begrudged expense.
  3. The in-house digital label printer was developed specifically for manufacturers who need to produce high quality labels at the incredible speed of 7,200 labels per hour for 3 x 4 inch labels.
  4. Enormous banners up to 2000 square feet can be towed by an aeroplane.  Better make sure that the branding design is right for that one!
  5. The world’s oldest specialist design and marketing agency was William Taylor and Co of London – established in 1786

Branding is the means by which customers recognise you and your product.  By using smart design techniques, you can maximise your brand label impact at point of sale.  In-house label printing means you can make better use of your instantly recognisable integrated design branding to reach even more customers in an ever-widening global marketplace.

Infographic brought to you by Quicklabel UK