Customers buy from brands that stand for something

A recent WWD article cited that in the last 7 years, the percentage of people who felt that brands and logos were important went from 3% to 29%. So why the jump?

When we make a purchase, we don’t just buy an item, we buy into a promise. Let’s face it, a new handbag isn’t going to change your life (or so I tell myself as I wish for that Mulberry handbag), but the feeling you get from associating with that product….now that’s powerful.

That’s why, even during a recession, the luxury brands fared remarkably well (Burberry just announced a 40% increase in profits…in this economy!). They continued to invest in connecting with their clients on a deeply emotional level. By the same token, that’s why many value driven brands are struggling….aside from being cheap, it’s hard to determine what they stand for.

During uncertain economic times, it’s easy to go for the fast buck, but it’s important for all businesses to keep their eye on the bigger picture i.e know your client and continually work to improve your product or service. As sure as night follows day, bad economies improve….the goal is to stay true to your vision and make sure that the first person your customer turns to when she’s ready to spend, is you.

More than just a pretty (type) face

A recent article in WWD from the Abstract Conference in Portland, Maine got me thinking. The gist was that the near death of the magazine industry (and subsequent focus on re-design and apps) has shifted the spotlight from the editors to the designers. And boy, are they basking in the glow!

In the publishing race to blaze trails in unknown territory, the designer’s role has evolved from making the content look good to being on the leading edge where content, imagery, technology and consumer habits meet. In a brave new world, (where there are no precedents) it’s the designers who are leading the charge - figuring out how people want to view and interact with the content and making it happen.

While this story references the publishing industry specifically, I think it speaks volumes about the design industry as a whole. Yes, designers make things look pretty, but if that’s all you’re using them for, you’re missing out. A good designer is a problem solver, a story-teller and ultimately, the conduit between your vision and your audience’s connection to your brand.

So the moral of the story – hire good talent and give them a place at the table early on. Involve them in your strategy, give them the resources and let them tell your story.
You might just get more than you bargained for!