Branding and design mean different things to different people. At their most trivial we could talk about colours, typography and company logos. In such a case, a ‘brand refresh’ involves nothing more than a bit of tinkering - redecorating the living room and rearranging some of the furniture. That’s one approach, and you may see some benefit from this surface-level activity. But there's a lot more to brands than this.
EMOTION TRUMPS LOGIC
Whilst our rational brain likes to sift data and carefully weigh options, our emotional brain is busy running riot, stirred by an endless stream of conscious and subconscious influences. Punchy headlines, impactful imagery, stirring music, powerful ideas - all can unbalance our rational decision-making machinery, tilting us haphazardly this way or that. Our subconscious minds make emotional connections to things, people, sounds – and, yes, brands - in split seconds, often without the conscious mind even being aware. But by then it’s too late. You’re standing in the kitchen wondering why you just paid £3 for Brand A of toilet cleaner instead of just buying the own-label version for 65p. This is the true power of branding, backed by well-executed design. It forces us to defy logic and make decisions based on emotion - and then uses logic to retrospectively justify them. A brand that can create emotional connections with its target audience becomes almost unassailable. These rare businesses occupy an enviable place in the hearts and minds of their adoring customers. Unearthing these deep truths and insights about what really drives customer decision-making is no easy task. But that’s what’s required to develop brands powerful enough to sink an unsinkable ocean liner.