Why Innovation Matters More Than Ever In Branding And Brand Design

Small Business Canada

Did you know that 88% of Canadian consumers say that authenticity is a key factor when choosing to buy from companies they like – and that just over 70% say that band consistency is a huge reason for repeat custom and loyalty?

However, only 53% of companies feel they’ve got the right branding strategy in place to make all that work. So, if you’re feeling a little bit left behind then it’s time to take control and create some innovative designs for your brand. Here’s why it matters…

The power of innovation in brand design

Innovation in brand design is all about finding the best ways to showcase your business and values – and show off the personality of your company to Canada and the rest of the world. It’s about making everyone aware of just how different you are from your industry rivals.

Whilst a snappy company motto and fantastic graphics are great, there’s also an element of building up a great personal reputation and developing trust with your customers and audience. When done properly and with thought and care it can have a fantastic impact on the growth of your company.


Brand design explored

Great, innovative brand design will offer insight into:

  • what you stand for
  • what you can offer
  • what makes you unique.

It’s a fantastic way to ensure you get your message across, and that valued clients and customers come back to you – as well as recommend you to their family and friends too.

In challenging business landscapes that are competitive and sometimes crowded a strong branding message can help you attain credibility and get your customers to trust you. It’ll assist you in standing out from your competitors and help to drive new growth to your channels, as well as provide you – and your customers with greater clarity – ensuring you’ve got a genuine sense of purpose and direction.


How to achieve innovation in brand design

Let’s take a little step back and think about how you might buy a product in your everyday life. How do you go about this? You might perhaps ask friends or family for recommendations, or – as the stats at the start of this piece highlight, opt for a company you know and trust and have used regularly. Now, sit back and apply this to your own SME and think about how essential your branding is – and why customers should choose you over your nearest rival.


Innovative branding strategies

Create a brand ‘family’: Think about ways in which you can make your branding have a family feel to it – or develop a sense of connection or community with your customers. This could encompass ideas such as creating personalized tags, cards, or jewelry as gifts for your valued members or offering other gift-worthy merchandise. The possibilities are endless.

Utilise technology properly: The proliferation of digital platforms means it’s essential to find ways to use technology to sell your brand properly. With the rise of VR and AI-influenced marketing, adopting these into your branding is one way of building a stronger visual presence and maintaining customer loyalty. For instance, if you’re selling a product or service, consider developing a new app, or technology that allows people to use VR to have a virtual experience with your service. Allow them to try on, feel, and move around with your product so they can have a fully immersive experience.

Branding with impact: Position yourself as a personal brand that cares about the community around you and innovates by partnering up with local or national charities, businesses, and not-for-profits to raise awareness of good causes, and promote good relationships with the people that matter to you. You can highlight your brand, be an agent of change, and create a positive impact.

Small changes can make a huge difference when considering brand innovation – and the one most important thing to remember is that if something doesn’t work, don’t give up. Instead, look at it as a chance to dissect the strategy you tried and examine what went well, but what didn’t quite hit right with your customer base.

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