Using Branding to Engage Customers
At the 2023 Retail Therapy Seminar at Reed Gift Fairs, Candice McGaw Hourigan, founder and designer of Design Salad, delivered an engaging presentation on "Using Branding to Quickly Connect with Your Customers." Candice, a seasoned graphic designer and artist, shared her insights on the crucial role branding plays in making a lasting first impression.
What is Branding?
Branding is your business's first impression and encompasses much more than just logos and colours. According to Candice, your brand includes:
- Reputation
- Visual Identity: Logos, colours, fonts, images and illustrations
- Core Values: Your business values, purpose and mission
- Customer Interaction: How you answer the phone and manage clients
- Communication Style: Your writing style
Candice said that there are three essential elements—colour, shape (logo) and fonts—are vital for impactful branding. She highlighted how established brands like Cadbury, Mattel and Tiffany use specific colours to evoke strong emotional connections with their customers.
Why Does Branding Matter?
One thing is clear: there's no business without customers. Design matters because it influences how people feel about your business. Your brand needs to attract customers who resonate with your values and offerings. She cited that consumers form judgments about a retailer within 90 seconds of entering a store, with up to 90% of these impressions being based on colour.
How to Create Impactful Branding
To create a strong brand, Candice suggested the following steps:
1. Understand Your Audience: Identify the emotions and motivations of your target customers.
2. Stand Out: Be different from your competitors.
3. Strategise: Develop a clear brand strategy that includes your mission, vision, purpose, values, unique selling proposition, and brand personality.
She also shared a DIY brand audit checklist:
- Brand Colours: What emotions do they evoke?
- Logo: Does it reflect your brand values and personality?
- Fonts: Do they create the right feeling?
- Competitors: Is your branding distinct from your competitors?
Real-world Results
During her session, she shared a success story illustrating the power of effective branding. After a rebranding exercise, her business saw remarkable results:
- Booked out for six weeks straight for the first time all year.
- Increased confidence in marketing and branding efforts.
- Attracting ideal clients and increasing prices successfully.
Implementing Candice's branding strategies could be a game-changer. By creating a memorable brand that resonates with customers on an emotional level, exhibitors can make a lasting impression and drive meaningful connections.
For more insights and to connect with experts like Candice, don’t miss the upcoming sessions at Reed Gift Fairs Melbourne 2024, taking place at the MCEC from 3 – 6 August 2024. See you there!
