Never Underestimate the Power of Good Design Strategy

Key Takeaways (5 minute read):

• Great branding and design strategy go hand in hand.
• 79% of people judge a company based on design elements.
• Rebrands and redesigns can increase revenue and consumer engagement.

It’s November, and we’re excited to launch a new theme for the month on the Antonio & Paris blog. We’re sure you’re all sick and tired of seeing those regrettably designed election signs everywhere; so to clear our heads, we’ll focus on design strategy, insights, and tips for the next few weeks. As a global brand agency and creative studio, we implore our clients to never take design for granted when it comes to their business. The truth is that although maybe they shouldn’t, consumers do judge books by their covers (and sometimes wines by their labels), and they will do the same with your brand. If your design sucks, your company will never reach its full potential.

Why? Good design gives your brand credibility.

When things look simple, sophisticated, and stylishly unconventional, people notice. It doesn’t matter if it’s your logo, business card, website, packaging, signage, or advertising—good design is crucial, and you should not skimp or cut corners here. You get what you pay for. If you try to do it all yourself or hire someone without a proficient graphic design background, things can end up looking messy, disjointed, or even have mistakes such as the dreaded typo that no one catches. 

To look good, you also need to be up to speed on modern design standards—the last thing you want is for your logo to look like it was created using MS Paint. It can and will make your company seem amateur in the eyes of consumers and potential shareholders. So, if you don’t have a designer on staff (or you do, but you want a robust suite of branding that comes with a fully formed design strategy), hire the right team. One that will listen and make sure your voice, vision, and needs are being heard, seen, and met.

What does design strategy look like?

We’re about more than just creating a one-off graphic for a fledgling company, collecting a check, and saying “Have a nice life.” Our approach is in-depth when it comes to branding and logo design. A branding and design agency should be a partner, there to help you increase profits and customer satisfaction by implementing a well thought-out program for everything from brand development and launch to website UI and UX design, digital and print advertising, mobile UX, e-commerce, email design, promotional materials, packaging (if applicable), signage, interiors, and more.

You want to maintain your brand’s equity and reputation always; that includes ensuring that the quality, look, and feel of your brand is present in all aspects. When consumers begin to recognize this, your value increases. Their trust, respect, and desire to continue their customer journey with your brand will strengthen along with it.

In a testament to the power of great branding and design strategy across all platforms, the 2018 Quartz Global Executives Study found that a large part of perceived credibility comes from design and marketing. 79% of c-suite executives surveyed said their perception of a brand is influenced by the content and design of the website on which it lives.

79% also expect a seamless mobile experience, and 91% said they will not return to a website where bad advertising has affected their navigation. These numbers can reflect trends in how consumers behave, not to mention how design can influence your brand’s B2B marketing.

For an example of how branding and design strategy can affect business, we’re turning to someone who wrote the book—or rather, the magazine—on advertising. Advertising Age has been a media leader in the industry since 1930. In 2017, the company decided to rebrand to appeal to a more modern age and audience, implementing bold colors, a heavy focus on graphic design, and an official shortening of the publication’s name to Ad Age. The new look includes more infographics and animated elements, bold blocks that act as content coordinators, and matching UI and UX platforms for web and mobile. This design strategy, along with the shift to more culturally driven content, reflected the company’s desire to thrive in a new era of media when it had previously been treading water.

According to the brand’s Q4 2016 interactive audit report and its 2020 media kit, its website saw an increase of about 1.3 million unique average monthly users since the beginning of 2017, and print subscriptions were up by 5.2% from 2019 to 2020. By disrupting its own brand and evolving to meet the needs of its consumers today, Ad Age re-staked its claim as an industry powerhouse. 

Whether you want to embrace a new era for your brand or start a new business that will carry out a legacy of success, you need an exceptional, all-encompassing branding and design strategy to match your lofty goals. Our team is here to help. Get in touch if you’re ready to make shit happen!

About A&P

A&P, a brand agency, excels in finding innovative ways for clients to provide exceptional experiences to their customers. Their work includes consumer insight, brand innovation, creative development, mobile and technology solutions for global brands such as AT&T, Mini USA, DIRECTV, Newell Rubbermaid, Tenet Healthcare, and Barco Escape. For more information about A&P, visit them on Facebook, Twitter or antonioandparis.com.

WRITTEN BY
Andrés Matute

Short Bio — Andrés is a rebel marketer and growth enabler at Antonio & Paris. Through the years, he has been in charge of the art direction, design and brand development on projects with companies in Latin America, Europe and the United States; working with clients such as Mercedes-Benz, Adidas, MINI Cooper, AT&T, Franklin Institute, Heineken, and Copa Airlines. His healthcare experience includes the blue-chip pharmaceutical corporation Cobeca, SAAS Pharmacies, Evolve BioSystems, and Brookdale Senior Living.