EDA17 Gold Winner Explores Importance of Branding in the Digital Age

December 18th, 2017

Why Brands Still Rule in a Digital World

Lee Sturgess from multiple award-winning design agency Polar Creative – who scooped Gold in the “Best Website: Marketing & Creative” category at EDA17 – talks us through the importance of professional branding in an increasingly digital age.

In this modern age, business and digital go together like bread and butter. It only takes a few seconds for a business to create an online profile and they are instantly connected to a vast network of consumers. A quick Google search will bring up the contact details, services and testimonials of virtually any business, making it easier than ever for new businesses to get themselves noticed. However, is it really that easy? Well, it appears not. Although this digital generation is more connected than ever, the amount of business competition means that getting noticed requires a great deal more than an online presence.

As a creative design agency, Polar’s core focus is on branding. Put simply, we give businesses unique identities by understanding the values, ethos, goals and aspirations which set them apart from their competitors. We consider every aspect of a brand’s visual and verbal language, from logo, typeface, colour palette, photography, illustration, right through to tone of voice.

So, with the digital world only increasing, we believe that it is crucial for businesses to understand the importance of good branding in a competitive market and have listed below 7 reasons why we think brands still rule in a digital world:

  1. Branding Improves Recognition

Branding is crucial for making businesses memorable. If a customer is visiting a website, reading a letter, or using stationary, a good marketing strategy will make it so that the brand is instantly recognisable and creates a lasting association for that customer.

  1. Branding Looks Professional

Well-branded materials look professional. First impressions are everything and people are far more likely to perceive a business as credible if it looks as though time and money have been invested in to its branding. In a nutshell, if a business looks like a quality provider, people are more inclined to choose it.

  1. Branding Appeals To Your Audience

When branding is on point, it appeals to audiences on an emotional level and convinces them to remain loyal to that business. By highlighting unique business values, personal relationships are created and people feel pride in supporting a brand that is in tune with their moral compass.

  1. Branding Increases Business Value

With the use of strategic planning, branding can make a business. As Steve Forbes*, the editor-in-chief of Forbes magazine, once said, “Your brand is the single most important investment you can make in your business.” When looking at any major company (for instance Apple, Google, and Coca Cola), you can see that it is their brand, not their product, which holds the most value.

  1. Branding Defines Your Business Personality

Over time, a brand may become incongruous with its goals and ambitions. A clear brand strategy can help businesses define their identity and focus their content. If businesses invest in a brand strategy, a lot of time and money can be saved as evolution and adaptation are included within the initial plans.

  1. Branding Sets You Apart

It’s a good idea to think of businesses in the same way that you would think of a book in the library. If all books had the same blank cover, readers would be picking them at random. By branding your book, the book is decorated and given a blurb to explain what it is that sets it apart from all the other books on the shelf.

  1. Branding Inspires Pride

Branding can help businesses attract top quality employees and retain their existing staff. If employees understand and respect the business ethos, they are more likely to take pride in their work and invest time into achieving their shared goals.

Looking to re-brand your business? We happen to be an award-winning team of designers.

Visit our website: http://wearepolar.com

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