What differentiates large companies from smaller ones is the way they communicate and convey their brand image. Nike and Coca-Cola are clear examples that the most important thing is the way they present a product and not the article itself. Although it may seem like a difficult task for smaller businesses, SMEs can also benefit from a good modern, structured and effective marketing campaign.
With the rise ofbrandingand thedesigngraphic, many companies understand the importance of connecting with consumers and, therefore, updating their corporate identity. This task involves a more significant change than simply renewing the logo.
More and more companies are turning to communication and marketing agencies to modify their image and adapt to a constantly changing market. To achieve both objectives it is necessary to work on two aspects (conceptual and visual) and focus on four elements:
- Brand definition
- Positioning
- Logo
- Communication
The most tangible component is the logo, which symbolizes the brand and distinguishes it from the rest. One of the latest trends indesign, influenced by the Internet, is simplification. Specifically, theflat design(flat design), creations without large dimensions or volumes. This is mainly due to the fact that consumers no longer read. Just see.
Marketing objectives vary depending on the needs of each brand: consolidation in the market, renewal of principles, search for notoriety… In any case, companies must take the following steps:
When?Most experts’ opinions are in agreement, the reform of the visual image must be motivated by a change in the company’s strategy or business model. However, if a brand identifies an error, it may want to make a visual change immediately. The longer the flaws are visible, the worse, as it affects the company’s prestige.
How?In a first phase of analysis and diagnosis, agencies define a strategy to better understand the company. This step serves to define the brand’s direction and objectives in the short and medium term. The most important thing is to identify the current value of the company’s image. Once the conceptual identity has been determined, it is time to start working on the visual part. After creating your entire graphic line, you plan the application of this image on physical and digital media.
Where?Firstly, change must always be communicated to employees to obtain their opinion and encourage a feeling of belonging to a corporate entity. This gesture can translate into increased productivity. Once this process is over, it is time to communicate to the public and implement the news.
How much?The budget for these projects will depend on the number of supports on which the new image will be applied. Prices vary depending on each specific case and the size of each client.
Why?Image renewal is a strategic priority. Many companies have difficulty adapting to social networks, e-commerce and applications due to their technical constraints, specific to each medium.
The need to adapt affects both small and large companies. For example, Apple’s bitten apple was not always the brand image of the company founded by Steve Jobs. The original logo was a classic illustration inspired by Newton’s apple. To improve it, Jobs commissioned designer Rob Janoff to create a more modern image. At that moment the current icon was born, first in rainbow tones, then in silver and now in grey. The logo combines two concepts, ‘bite’ and ‘byte’ (bite, in English) and symbolizes knowledge.