The concept of Return on Investment (ROI) is not something that needs any kind of introduction to any business. But in the context of brand design, this subject is often enigmatic, even elusive. Businesses and entrepreneurs spend a small fortune revamping their brand’s visual identity with the hopes of getting a substantial return – but more often than not, they struggle to discern tangible benefits.
Why is that? What is stopping them from getting an ROI on their investment? It is something that leaves many scratching their heads, wondering where they went wrong.
The secret of unlocking the ROI of brand design is multi-faceted. However, there are three critical pillars that brand owners can control to make the most of their investment. Let’s look into them:
3 Key Factors That Can Make Or Break The ROI
1. Brand Design Doesn’t Exist In A Vacuum
In today’s hyper-competitive market, brand design can’t operate in isolation – it is a simple fact. If the product is subpar, customer service is lackluster, and the marketing strategy is aimless, then even the most exceptional brand design will not do much.
Think of the brand design as the crown jewel – its brilliance is best showcased when accompanied by other complementary elements.
Cohesion In Key
Your brand design serves as a visual framework, but everything else must be aligned for it to be effective. So, from the website copy to the social media presence, consistency has to be there. It is critical to building trust and credibility among the audience, influencing the ROI.
Tips You Can Implement
- You should conduct an audit of all customer touchpoints to ensure design consistency.
- One step you need to take immediately is to collaborate with teams across your organization to maintain design standards.
2. It Won’t Work Unless You Do
Have you ever bought a gym membership only to set foot in the gym rarely? Well, you are not alone – we all have done that. However, not doing your exercises will also have consequences, and the same is true for your brand as well.
Just like that unused membership, a brand design won’t work unless you do as well. Passive involvement – or worse, detachment – can severely limit the potential benefits you can derive from your investment.
Get Involved!
The message cannot be any louder or clearer. You cannot expect just to throw money at a design agency and hope for a miracle. You need to roll up your sleeves and get involved in the process. The input you provide to your design team will directly affect the results and, therefore, the ROI.
Tips You Can Implement
- You need to set aside a dedicated time for brainstorming sessions with your design team.
- As a brand owner, it is you who will set the tone of the brand design. You must provide actionable and constructive feedback during the design process. Be clear with your instructions.
3. Not Every Brand Designer Is A Brand Strategist
There is no question that you need the right partner when it comes to creating your brand design. However, it is also essential that you do not confuse a ‘brand designer’ with a ‘brand strategist.’ While these terms are often used interchangeably, they are vastly different.
A brand strategist is someone who will look at the brand holistically, incorporating business objectives, market research, and consumer psychology to create an overall brand strategy. At the same time, a brand designer is an individual who will focus on the brand design solely on the feedback provided to them.
Identifying The Right Fit
To make sure that you are choosing the right expert for your brand, ask these questions:
- Does their portfolio align with your business goals?
- Do they have testimonials or case studies to prove their success?
- Are they asking relevant questions when discussing your brand with you?
- Do they have a deep understanding of your brand and your industry?
If the answer to all these questions is affirmative, then you likely have found the right companion that will be able to provide excellent ROI with your brand design.
Final Thoughts
While brand design has the power to turn heads, its true ROI is a culmination of various factors. Only when you fully grasp these pillars can you truly unlock the full potential of your investment. Keep these pillars at the forefront of your strategy, and you will yield measurable returns!
