How to Stand Out in a Competitive Marketplace

How many times have you walked into a wine shop and thought, how different could these 25 different $10 chardonnays really be? Then, how often do you default to choosing a bottle based on the label you liked?

Have you ever compared two products and just assumed one was more expensive than the other? In this case, you used design to discern and guide yoru decision; it affected your perceived value of the two products.

For your brand to stand out in a competitive marketplace, it’s important to allow your designer to create a proprietary look and feel for your business. This is part of your brand identity and is often designed on a key sample piece along with your logo graphics or at the start of a new campaign. Your look and feel is like a visual representation of your Positioning Statement. It unites brand elements like your logo, color palette, image style, typographic style, composition, interactive qualities, and typographic approach into a visual system that can be repeated and remembered. From the paper stock on your packaging, to the animation on your website, to the typographic style of your headlines, your brand’s look and feel builds character, communicates your story, and suggests who you serve. It’s this combination of visual elements that buyers will recognize as coming from you, without having to see your logo.

Work with a designer to create a strategic look and feel for your brand and for special campaigns. Before long, you’ll be building valuable equity for your business.

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 To learn more about using design to support your business’ success, check out our workbook.