With Brand Awareness Comes Growth and Sales.
Your audience becomes aware of your mark when it can interact with them, strike a nerve, or cause some sort of emotion. The job of a good mark is to stick in the minds of a potential client long after they see it.
Bad Design Creates Less Brand Awareness.
Your audience has to deal with millions of image a day, your mark has 6-8 seconds to interact with a potential client. The example to the right will be overlooked for a myriad of reasons (poor legibility, similarity to other marks in the same field, lengthy name, bad design, etc…). A poorly designed mark fades quickly in the mind of your potential clients.
While it might seem cost effective to start creating your brand by yourself, unless you are a trained designer, efforts will mostly be for naught. Art class was the “easy” class in high-school but rest assured, there is alot that goes into making a marketing strategy, brand, identity, or effective mark. It’s not just some shapes on a page, it is a meticulously crafted subject matter. If it were done correctly it should involve research of everything including color, subject matter, market trends, targeted audiences, etc. The results should encompass the whole of a business, from what type it should use, to what mark should be faxed or photocopied.
You Have A Brand, Now Go Advertise.
You’ve gone to a media company or design agency to develop an Identity or clean up your old one. Advertisement is the next step of your climb to success but what are you going to say? What form of advertising will be most effective?
- There is no correlation between investment and increased business
- The way a message is presented & speaks to a potential customer is the only thing that matters.
- Frequent delivery of that quality message raises sales.
A creative, heartfelt, simple message will connect with your audience and drive sales.
Advertising With an Engaging Message.
Use your message to interact with your audience! You’ve spent time with creatives to develop your message. The most powerful tool in you’re arsenal is in using that message to interact with your audience.
RETURN ON INVESTMENT
There are many ways to target specific markets and to some degree all are effective. The 7 year college ROI research experiment I had mentioned before summarized that with an effective message and quality brand, the most valuable return on investment was outdoor advertisement. Below is a chart that outlines the CPM (cost per thousand impressions) for each avenue of advertisement.