What does your brand stand for and how is your design helping to communicate it?
If you haven’t thought about this now is the time!
Attention spans are getting shorter and your customers are becoming much more choosey. Ads are easier to avoid, thanks to streaming television services, ad-blockers, and declining media consumption. And social media and other digital platforms let consumers connect with brands in a much more personal way.
Millennials and Gen Zers want to align themselves with brands that share their values and stances on social issues. As a millennial myself, I get it. My husband and I care about the environment, so we invested in an electric vehicle, solar panels, and reusable straws. We want to source as much of our food locally as possible, so we shop with Lettuce Be Local’s Local Box. (It’s basically Peapod, except for customizable farm-fresh goodness from across Central MA!) In fact, values factor into every purchase I make—from shoes to dish soap.
I encourage all of my clients to give serious thought to their brand values. As a designer, I use those values to inspire logos, color palettes, and other design elements. I also recommend that my clients keep consistently reinforcing their values in customer interactions, social media posts, emails, and more. Be bold about what you stand for and your ideal customers will notice and be more motivated to purchase!