{"id":51,"date":"2019-12-05T09:44:49","date_gmt":"2019-12-05T09:44:49","guid":{"rendered":"https:\/\/spritzsf.com\/spritzbits\/?p=51"},"modified":"2021-01-28T10:50:38","modified_gmt":"2021-01-28T10:50:38","slug":"why-design-matters-in-branding","status":"publish","type":"post","link":"https:\/\/spritzsf.com\/spritzbits\/why-design-matters-in-branding\/","title":{"rendered":"Why Design Matters in Branding"},"content":{"rendered":"

By Laurie Jo Miller Farr<\/p>\n

Your favorite outfit isn\u2019t you. Of course not. But what we wear every day certainly does go a long way in creating the presentation each one of us makes as an individual. While clothing doesn\u2019t define us, it definitely styles and packages what\u2019s inside…or pretends to.
\nSimilarly, a logo, packaging and design can represent a very definite statement about brand identity. However, a design identity is just one of the ways to help us identify a brand…but it\u2019s only part of the overall branding which includes purpose, values, messaging, personality, mission and vision.<\/p>\n

Generic vs. Brand: Spot the Difference?<\/h3>\n

Good design matters, and it matters a lot. Design is a defining element of your brand.<\/p>\n

\"\"
\nDesign is most impactful, of course, with luxury items. Just ask Tiffany & Co. Or Maserati.<\/div>\n
\"\"
\nWalk around the pharmacy, the department store, or up and down the grocery store aisles for examples of how product design presents the difference between a generic product and a famous brand, even when product purpose is aligned.<\/div>\n
\"\"
\n\"\"
\n\"\"
\n\"\"<\/div>\n
\"\"<\/div>\n

 <\/p>\n

 <\/p>\n

Great Brands Deliver Meaning Beyond the Logo<\/h3>\n

It\u2019s easy to say that packaging is the difference in these examples, but it goes far beyond design. We trust brands that we know, understand, and feel emotionally connected to. With some long-lasting household products and services, our parents did, too.<\/p>\n

Strong branding is underpinned by a compelling mission and vision that defines the company\u2019s purpose and standards. Like these:
\n\"\"<\/p>\n

    \n
  • To refresh the world…<\/li>\n
  • To inspire moments of optimism and happiness…<\/li>\n
  • To create value and make a difference.<\/li>\n<\/ul>\n
    \"\"
    \n\u201cScience for a Better Life\u201d<\/strong>
    \n\"\"
    \n“To be the Ultimate House of Luxury, defining style and creating desire,
    \nnow and forever.”<\/strong>
    \n\"\"
    \n(Credit, Mike Mozart, flickr)
    \n“To be the best\u2026serving our customers by providing peace of mind and enriching their quality of life through our partnership in the management of the risks they face.”<\/strong><\/div>\n
    \n
    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Your favorite outfit isn\u2019t you. Of course not. But what we wear every day certainly does go a long way in creating the presentation each one of us makes as an individual.<\/p>\n","protected":false},"author":1,"featured_media":570,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13],"tags":[],"acf":[],"yoast_head":"\nWhy Design Matters in Branding - SpritzSF<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/spritzsf.com\/spritzbits\/why-design-matters-in-branding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Design Matters in Branding - SpritzSF\" \/>\n<meta property=\"og:description\" content=\"Your favorite outfit isn\u2019t you. Of course not. 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