Good Branding Advice With Bad Aesthetic Appeal…

I found this site today by a guy named Dave Young, a "Wizard of Ads Partner", whatever that means, he seems to know his branding pretty well, but unfortunately he has missed the importance of aesthitics on his site. While I know that the design/logo/tag etc. are not the "Brand" those elements certainly help outsiders become connected to a brand, make first contact, if you will. If you can't attract a consumer to your brand, how are consumers going to gain enough of a knowledge to make a decision of whether they are going to be walking billboards for your brand?

More and more today, design is what gets people in the door, so to speak. When your design is poor it begins to give the impression that you aren't willing to make your product/service the best it can be. In the case of a branding expert, I would most certainly pick someone who seems to understand the value of making great design a part of their brand statement, or at least I would certainly check them out before one who doesn't showcase great design.

What it really comes down to, is will that brand add significance to my life enough to make me proud that I am associated with it?

Which leads me to my next thought, great design does not always package a great product. Sometimes all a product will have is great design to its favor, and while it will certainly get some people to buy into it, they will quickly learn that its quality is only skin deep. Which is why it is imperative that you back up your promises and your great design with a great product/service. You will have far greater results if the two correlate than if one or the other are inconsistent with your message.
Posted on October 19th, 2006 in Stay Connected by Stefan | Permalink