Be proud if your website gives people worry lines.
Causing a few people to frown is okay. Causing your target market to smile is even better. The aim of a successful brand image is not to please all of the people all of the time, it is to please your ideal target market and be remembered in a positive way. So when some people fail to ‘like’ your brand, that is good, because it was probably not meant for them anyway.
The purpose of your logo, visual brand theme, website and marketing material is to cause a reaction. To evoke an emotional response. Most importantly to create the right ‘brand triggers’ to lead your ideal customers to buying into your brand.
When a potential customer sees any element of your visual branding it will make them feel a certain way. Happy, Energetic, Relaxed, Sexy, Empowered, Hungry, Thirsty, Ready to Learn, Feel Intrigued, Feel They Can Trust You… these are all emotional key words. Certain words that spring to mind when someone is asked to describe how a brand image makes them feel.
Then the next level is asking what does it make them feel like doing, for example a ‘pure cool water’ image makes them want to have a cool refreshing drink, or a ‘sunshine image’ makes them feel like they want to go on holiday and so on. Well if you sell bottled spring water then making someone want a cool refreshing drink when they see your logo is a good thing. The same as making someone feel like they can trust you and want to learn from you is a good thing if you sell a coaching service. The ‘brand trigger’ principles are the same for any business.
It is when people see your brand image and fail to feel any way in particular about it that you should have worry lines. Provoking a feeling and reaction is the aim of the game. Take ten minutes to think about your business brand.
1) How does it make people feel.
2) How does it make people react.
3) How does it add to ‘perceived value’.
Ces
About CesLoftusCes Loftus can be found on Twitter @Ces_Creatively www.creativelyminded.co.uk is her design website and www.supportivebusinessmums.co.uk her latest project - check them out
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