Why is it that some brands ‘look amazing’ and others ‘look crap’?

Brand attraction is a critical component of the branding process.

In B2C this is often manifested through advertising, packaging, point-of-sale, retail experiences etc.

In B2B it comes across through the way your sales people present themselves, your credentials presentations, your company literature, your web site etc.

On top of the obvious visual identity comes attitude and tone of voice. Finding the right combination can be a lucrative process.

Companies that make the effort to ‘look amazing’ are attractive to consumers and buyers on many levels.

It’s no different than in our personal lives. If we went on a date, we would have an expectation of how our date ‘dressed for the occasion’.  We want to feel like they have made an effort.

Design has never been as important as it is today.

From phones to servers, printers to water, shoes to shovels. Bringing a high level of visual attraction to your product or service wins you customers, fans and followers.

However, ‘looking amazing’ seems to be the exception rather than the norm.

It seems most brands today suffer some sort of fashion crisis, unsure how to dress for the moment they engage with their customers.

Some dress too conservatively, some too evocative, some too dandy and others just don’t seem to give a crap.

Maybe this is a sign of the times, but looking good doesn’t need to be expensive.

Sure you can dress head to toe in Gucci and Prada, but equally you can look good in Primark and H&M.

The important thing is to dress for the occasion.

What I mean by this is that when you are trying to seduce new clients you need to  ‘dress right’ for the moment. This doesn’t mean you have to ‘glam up’ but think about what will make you stand out from the crowd in a positive and compelling way.

Equally, when you are asking existing customers to fill in forms etc, ‘dressing right’ for this moment requires a different style and attitude.

Brand design opportunities exists at every touch point of your business, from the way your products look to the way they are packaged to the way you fill in tender documents and conduct pitches.

What’s critical is that you don’t leave ‘design to chance’ and you think strategically about how great design can be a powerful differentiator for your brand and business.

If you’re not turning your customers one with great design, it won’t be long before someone else will be.