What do I think about design? I think that if you are selling directly to consumers, it will make or break you. If you’re selling to other businesses (B2B), you’ve got a little bit of wiggle room – but that’s no excuse for putting ugly artwork out into the world!
In consumer marketing, even the brands with the strongest cult followings have some sort of look. It’s not just about the product or the messaging. If your brand is competing in a crowded space, your branding design must be a priority or consumers will dismiss you without a second thought.
Are there exceptions where a junky logo and brand identity don’t matter? Sure, but they probably don’t apply to your brand. If you’re first-to-market with a product or service or unlocking a new category, you can get away with a subpar identity. Think Apple or Starbucks. Their original branding was ugh, but their products were so fantastic that no one cared! If you have competitors and you’re looking to capture a fickle consumer in a crowded space, buckle down and get your design in order. From logo to brand guide to packaging to website to social media, make it worth the effort. Quite frankly, it needs to pop!
If you’re a B2B brand like many of our agriculture clients, you can get away with a simpler brand identity. You’re not looking to accomplish flash-in-the-pan, “what’s next” appeal. You’re likely looking to tell a steadfast story to your customers. They want to know that you’re in it for the long haul. But guess what? That doesn’t mean you should compromise your company’s integrity with poor design. Sure, you could get away with it, but it will undermine everything else you’ve worked so hard to build. No matter your audience, good design will resonate, have staying power, and reinforce the quality of your brand.
Keep it clean and crisp, friends. Life is just too short for woeful design that doesn’t capture or captivate attention.