Date: 03/03/2015 | By: Liz Painter

Stuart Avis of Audacious Creative continues his series of blog posts about what goes into creating a successful brand…

Brand: “a person’s gut feeling about your organisation, service or product”.

I’ve said it before and I’ll keep on saying it – great creative is what gives your company traction in the marketplace. Let me explain.

Remember – you cannot create your brand. Your customers and prospects do that for you. Your role is to influence their feelings towards your product, service or organisation. And I cannot think of a more immediate way of doing that than through creative design. Most companies tend to have what they do as part of their business name: SRC Accountancy Services, Best Choice Travel, Knightsbridge Legal Services, Burger King.

You get the idea.

So the creative doesn’t necessarily need to reinforce that message. We know what you do. What we want to know is who you are. And that’s where creative design comes into play. Great creative should be able to capture something of the personality of the owner and some of the core values the business stands for.

It’s all about intentionality of design. As a designer, my role is to get under the skin of my clients and their company and then capture something of their heart, their passion, their business or charity and then lay it out for all the world to see in the designs I create for them. As I design, I always challenge myself to have a reason for using a particular font or colour. What do those things symbolise? What am I trying to help the client communicate? Every element of every project is intentional, thought through, designed.

Creative Design is a very intensive process but it’s that very intensity that can make it so effective. Design is driven by passion and soul and it is meant to connect to people’s gut feelings so they feel a certain way when they see those designs. And as they do that, you begin to rise above the competition and become an outstanding brand – literally standing out from the rest.

I could write thousands of words on this subject but I won’t.

Instead I’m going to ask you to play a game.

We’re bombarded with logos and ‘brand identity’ at every turn. So take one hour sometime this week to be aware of every single logo and brand you see and ask yourself one simple question: “what is this creative (logo, colour and font) trying to make me feel?”

If you run a business or charity ask yourself two final questions – what do I feel when I see my organisation’s creative? And what do I want my clients and prospects to feel? What do those answers tell you? Is everything just how you want it to be or is there a disconnect? If it’s the latter, what are you going to do about it?

To see Stuart’s introductory post on branding, click here.

Stuart Avis runs design agency Audacious Creative, and works with businesses and charities to help them stand out in a crowded marketplace.  You can view Stuart’s profile or give him a call on 07824 862 952.