Build a charistmatic brand! The prerequisite for a brand to become charismatic is to master the five disciplines of branding: 1. Differentiate 2. Collaborate 3. Innovate 4. Validate 5. Cultivate Differentiate Differentiating is crucial to developing a successful brand because it separates a brand from its competitors. The human brain works to notice differences between things, so the differences the customer sees visually between different brands play a huge role in which one they ultimately choose. “Our brain acts as a filter to protect us from the vast amount of irrelevant information that surrounds us every day…it learns to tell things apart…” Neumeier states that “the sense we rely on most is sight.” The final factor in the customers’ decision to purchase revolves around which company differentiated their product from another in a way that grabbed the customer’s a...
Read More
Is it a logo? A product? A name? A brand is not a logo, nor is it a product. A brand is the gut feeling one gets about a certain product, service, or company. The perception people have defines a brand; each individual creates his or her own vision of a particular brand. “A brand is not what you say it is. It’s what they say it is” (Marty Neumeir in his book, The Brand Gap). Trust is a crucial element in developing a brand, and this trust is formed as the customers’ experiences with the brand constantly meet or exceed their prior expectations. Trust creation is the fundamental goal of brand design, and designs are used to establish that trust. In today’s “information-rich and time-poor” society, people determine which product they will buy based on how much trust they feel towards the product rather than by assessing its attributes and benefits. Some people think str...
Read More
Does Your Website Design Make People think? Most sites do! Web usability expert Steve Krug gives us valuable insight into what makes a website successful in his book, “Don’t Make me Think." The first thing Krug elaborates on is “Krug’s First Law of Usability." This law states: websites shouldn’t make their visitors think (hence the title, “Don’t Make Me Think”). Krug explains the need for websites to be self-evident and self explanatory to visitors. Web designers should always create websites with the goal of eliminating as many of the visitor's questions as possible. By thinking through the target audience’s potential questions and building the site to answer those questions without having the visitor dig for those answers, we create a simplified, positive, and satisfying experience that very often creates a new customer. At Your Creative People, audience analysis is...
Read More