Here’s a 20-minute exercise that can help you decide.
First, find the most successful competitor in your product category—and one outside of it.
Secondly, compare your visual brand elements to theirs:
- Your website.
- Your logo.
- Your communications—advertising, direct mail, videos, social media tools.
- Your signage.
- Your packaging.
Ask your team—and people outside of your company—how yours compares to the visual image of successful brands. Then think about whether the design of your communications is living up to your hopes for your brand.
It’s tempting to think that if what you do or make has engineering prowess, magnetic consumer allure, or is backed by the finest service—then consumers will buy and love your products. That they’ll pick your brand just because it’s better.
But regrettable as we may find this, in our aesthetically sophisticated world, consumers will have the last say. Good design that permeates every aspect of your brand from your communications to your product is a competitive advantage.