Brand is much more than a logo or a name. It’s not a corporate identity system or a product. So what’s a brand? It’s the perception of your company in the minds of your consumer. It’s a feeling because all of us are emotional creatures despite our efforts to act rational. Brands are defined by individuals and not marketers, stakeholders or the general public; each individual creates a distinctive perception of brand based on the experience of the product or service. Hence your logo is not your brand, it’s only a unique design or symbol that represent your organisation and position it differently in the minds of your consumers than your competitors.

What is a brand anyway? It is your communication design strategy, design tools, the way your company speaks, your customer service, your calls to action, logos and visuals and most importantly your people. These various elements and more constitute what we call a brand. Companies cannot control the process of brand perception in the minds of the individuals but they can surely influence it through right communication and business strategies. When more and more individuals arrive at a point having the same kind of positive feeling, a company can said to have a brand. In the words of Marty Neumeier, “brand is not what you say, it’s what they say it is”. Inkhorn continuously strive to be one of the best communication design company in Delhi NCR. 

Be it the Amul girl created in 1967 for advertisement and sales promotion that sometime undergoes the test of time with its controversial one liners or the Vodafone Zoozoo that created an immediate buzz in the telecom marketing segment, the Ronalds of McDonalds that literally skyrocketed sales or the Colonel Harland David Sanders of KFC which itself resonates the brand standalone, these characters have been representing and shall continue to represent a special type of brand symbol-one with human symbol which in turn enhances the fun part and increase likability tagging the brand more interesting.

The emotional connect never fails when it comes to the consumer connect and these characters do just that. Since consumers can more easily form relationships with a brand having a human character or a similar essence attached to it, these characters help brand to break through the clutter and deliver the communication directly in a soft-sell manner. The success of big happy meal at McDonalds with the Ronald toy and Zoozoo creating more brand recall than ever for Vodafone are two of the many concrete examples of how brand characters do the magic trick for the brands. The online popularity and effectiveness of brand characters was demonstrated by a research study revealing that Pillsbury Doughboy garners ten times the social media buzz for the Pillsbury brand than as NBA LeBron James did for his Nike sponsor. With the growing digital world and more and more brands entering the market, brand characters will play an increasingly important role to shape the brand’s personality and facilitate consumer interactions, effectiveness and creating a distinction amid the crowded market. (If brand building is on your mind, then get in touch with us as we are one of the best brand building company Delhi NCR). 

Some say these are well timed business moves to build brand loyalty while some call it corporate social responsibility and taking on the role and attitude positioning towards that ‘tomorrow’ which shall knock on the door sooner or later. But the melting point is quite clear when combining all these strategic ideologies and responsibilities and that is the evolution is real and surrender is not an option. (Inkhorn, best communication design company in Noida is working real time with its clients on communication strategies amid pandemic). 

So what’s going to stay and what won’t? The old Darwinian Theory makes more sense than ever in terms of brand positioning strategies and how to cope with brand loyalty and sales when the entire global economy stands amid crisis. With salary cuts been discussed leaving consumers with less disposable income, dropping or no sales, excess stock and lower profits, it’s time to turn to the evolution theory and strategizing brands to cut through the difficult times. The brands are in need to take risks, adapt to the current scenarios and look for the silvering line in the clouds by looking at the opportunities they can tap into to sail through the pandemic by rethinking on creating the right value and particularly by examining the relationships they have developed with all their relevant stakeholders over the years. 

With competition growing globally, there is a dire need for differentiation to which design is the only saviour, to position a company’s product or service in the minds of the consumers differently from that of their competitors.

Design offers functional and aesthetics benefits and appeals to both our rational and emotional sides. The end consumers may or may not understand the design but they feel it by the way it looks and so it either makes them happy about the brand or creates an uncomfortable experience which is often hard to define, there is no third alternative. It is this what gives design the power to either make or break an organisation.

To a company, a well designed product is easy to manufacture and distribute. To the customer, it is pleasant to look at and easy to open, install and use. The designer takes all these goals under consideration while conceptualising the design and hence it requires great ideation and precision to come out with the right module that affects positively. Because design has a wide and an all-encompassing areas to include, there is no one specific approach to design. Although it’s a widely accepted fact that it is a data driven part with three main elements to look at: observation, ideation, and implementation. Be it top notch companies or the local grocery store, the visual identity has the power to build on to consumer experiences and benefit from it. Inkhorn continue to cater its clients by offering best design consultancy and live up to best brand design agency Noida title.