Reach Your Audience

Reach Your Audience

Good branding is the short, sweet and simple message you communicate to consumers at a glance. Think of branding as your company or business’s “elevator pitch”; it’s what creates differentiation between your company and the competition. Want to reach your audience? Read more… That’s why it’s important that branding is cohesive and, well, on brand. It needs to carry through from the website to the stationery, and cover everything in between. Branding has become so integral to a company’s being, that it is no longer just the visual identity that has to be reflective of your company; it’s the tone of the branding as well. Through typography, color palettes and tag lines, companies are able to solidify their voice. This voice could be technical, quirky, casual, informative – the list goes on. The most successful brands’ voice is indicative of the people they target. This element is an important one of a successfully cohesive brand – really knowing your target audience. To know the specifics of the target audience you’re trying to reach is key. Are you trying to reach young college students who enjoy hiking, parents with daughters, tech savvy adults? It may seem more advantageous to cast a wide net, but the success of your brand can hinge on how clear the picture of your consumer is. When you narrow your brand to fit the specific focus of your audience, the focus of your own company or business is crystal clear. With a crystal clear brand, you are able to express who you are as a company. You can highlight your ideals, at what you excel or...
Thinking About Design for Business Success

Thinking About Design for Business Success

Design is everywhere – from the tables and chairs we use, to the documents we write, to the smartphone apps we download. In fact, it is nearly impossible to go one day without encountering an element of design. Before we know it, design thinking will be a necessity for every business, not just design agencies and architecture firms. Effective design not only pleases the eye, but it also improves lives, helps convey vital information, and attracts new business. For example, Studio Dental designed a mobile unit that not only provides dental healthcare to those who can’t drive to an office, but also maintains the comfort of a typical office. The interior of the modern trailer includes features such as warm wood cabinets and built-in TVs. Kelly-Moore Paints created a vivid, well-designed infographic that explains how you can build a color palette with your favorite music. The company created album covers for The Beatles, Daft Punk, Florence and the Machine, and Mumford and Sons using colors from its own collection of paints. Kelly-Moore Paints employs a variety of infographics on its website to attract customers and share useful and interesting information. Airbnb was a failing start-up until its founders realized they needed to upgrade its design, specifically, the photographs of its listings, in order to stay afloat. Poor photographs of apartments, houses, and rooms were costing the new company a lot of business. However, when the founders started posting professional-looking photography on their site, the financial outlook for Airbnb completely changed. Ultimately, design thinking helped make Airbnb a billion-dollar business. In short, whether you are a doctor, painter, struggling entrepreneur,...