Often Less is more for effective brand strategies.

Often less is more:  Can your brand strategy be affected by using a strategy of Less is often More?   The right campaign is the  key to success not the volume of campaign.

As an example: To run a social campaign, as an example, that repeats the same message time and again, but that does not generate click thru’s is a waste of marketing efforts and dollars.  To find a highly effective message that connects with the client to generate their interest in clicking thru the content is what we all want.

Effective campaigns are very often direct and to the point with a well researched history of A & B testing to assure you get the best activation possible. And, Testing should continue throughout the campaign to assure that the message is engaging your audience effectively.

Here is another great article by Jenny that The Page Group concur’s with.  Often Less is more.

 

 

Often Less is More in Terms of an Effectual Brand Strategy

Jenny Holt

August 30, 2019

The late Paul Rand, undoubtedly one of America’s most renowned graphic designers, once said: “Simplicity is not the goal. It is the by-product of a good idea and modest expectations.” When it comes to effective branding, less truly can be more. A simplified brand design will make you more memorable, constantly reminding people what they like about you. This will, in turn, generate sales which lead to an increase in revenue. 64% of consumers are willing to fork out more money for a simplified experience, highlighting once again the immense importance of minimalism.

It all starts with a vision

In an article published in The Harvard Business Review, branding expert Margaret Molloy stated that it is not only profitable to simplify a brand but that it is also exceptionally useful for creating loyalty. She was further quoted as saying: “By simplifying customer experience in a complex world, these brands win customer loyalty, which drives business results and creates value for shareholders. They cut through the clutter by delivering what consumers want, when they want it, without hassle.” Behind every successful business is a successful brand and behind every effective brand you will find a strong yet possibly simple brand vision. Do you know the one thing that all of the greatest brands in the world have in common? They all started with a very simple vision. When Ray Kroc saw the opportunity to develop the McDonald’s brand nationwide, he probably had no idea just how popular the golden arches would become. It is important that everyone working on a brand design are able to work towards the same vision, each adding their own unique talents to develop a brand that is both appealing and strong.

The simplest logo designs are often the best

Have you ever looked at a brand logo and wondered how something so simple could be so effective?  The Burger King brand is a prime example of simplicity at its best.  The cleverly-chose red and yellow colors in the logo immediately align it with the US fast-food industry while also eliciting hunger on a psychological level.  The entire Burger King brand revolves around a very simple idea which started out with a simple vision in 1967. Although the logo has undergone a few makeovers over the years, it remains very similar to the original in essence, sticking to the company’s simplistic yet successful advertising strategy. Other world-renowned companies that make use of very simple logo designs include Coca-Cola, Apple, IBM, and Playboy.

How to find the right designer for the job

When looking for a designer to help you develop a brand identity you are bound to be inundated with proposals from Ivy-league graduates with impressive portfolios and top-notch references. As impressive as all these credentials may be there are a number of other considerations to keep in mind when hiring a designer. Remember the effectiveness of simplicity when interviewing candidates and viewing their portfolios. Ideally, you will be looking for someone who can take a basic idea and turn it into an attention-grabbing, influential brand logo. A good way to gauge a prospective employee’s talent is to provide them with a graphic design text prior to (or during) the interview. Include instructions that need to be followed and set a 5-day deadline for the project. The test should be fairly simple while allowing for creative carte blanche and can include anything from completing a simple sketch to designing a t-shirt or business card to corporate stationary or merchandise.

While the idea of developing a brand may sound very complicating, it doesn’t need to be. Some of the strongest brands in the world are almost frighteningly simple in design yet effectively convey the vision behind the brand, enabling it to gain worldwide recognition and become a key player in its respective industry.

 

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