An effective visual branding strategy differentiates your business while making an emotional connection with your target customers. There are many ways to use graphics to differentiate — but the only way to connect with your customer is to display brand messaging which reflects your unique company culture.
The Harvard Business Review described nine basic cultures on which to build a company brand. Take a moment to find the one which most closely fits your company, and consider how those qualities can be displayed in your visual branding.
A conscious culture is on a mission to make a positive social impact. At Bombas, their “Better Socks. Better World” signage is not about socks, but about donating one pair for every pair they sell.
A disruptive culture challenges the status quo and may introduce new industry standards. Virgin Group often displays images of CEO Sir Richard Branson, who personifies the daring and rebellious brand.
An experience culture focuses on making customers feel something magical. Signs at Disney parks welcome families to “The Place Where Dreams Come True”, and the experience delivers as promised.
An innovative culture brings breakthrough products. When a sign in every IBM office was exhorting their workers to “Think”, newcomer Apple countered with posters for customers who “Think Different”.
A luxury culture emphasizes status and high quality for a high price. The visual branding for Mercedes Benz often shows the car staged as a work of art, and uses no words other than the company name.
A performance culture spotlights precision. Like Mercedes, BMW is expensive, but graphics show the car on a mountain curve or painted for racing. Rather than a luxury, it is “the ultimate driving machine”.
A service culture emphasizes maximum customer care. Graphics for USAA insurance use uniformed service members and other military images to achieve a powerful connection with this audience.
A style culture differentiates a standard product by “look and feel”. JetBlue offers the same flights as other airlines, but their wall graphics put values like “integrity, passion and caring” front and center.
A value culture offers lower prices for standard quality. Walmart strives for a brand voice that is “human and helpful”, with no-nonsense graphics inviting customers to “Save Money. Live Better”.
For help with translating your unique culture into powerful branding images, talk with the experts at Cowtown Graphics & Signs. Estimates are FREE, so please visit us online at www.cowtownsigns.com, or to speak with one of our expert advisors right away, call 817-446-6000.
