Fischer Design

Do you really understand the value of your offerings? Hint: It's not just the thing you've made or the service you provide.

An effective brand is memorable, unique, and carries a hint of some undefined value.

We totally agree with this Forbes list - especially with #4. Design that truly expresses your brand's True North is what will set you apart from everyone else. "We all know the impact a great-looking website can have on a consumer. Think about it yourself: In the first seconds on a new website when you’re making a first impression about a brand, how much does a compelling design impact your decision to either exit or stay to learn more? Chances are it’s huge: Research has proven that first impressions online are 94% design-related and that judgments on a website’s overall credibility are 75% based on that website’s overall aesthetics. People like things that look good it’s that simple."

This presumes there's a uniform concept of "brand." There are many, many approaches - some are strategy-driven, others organically develop in the fertile social realms. Yet others are based on principle, activism or ethos. At its essence, a successful brand is an authentic expression or impression of value beyond explicit promise. It is implicit with support from accomplishment. It lives in a dream space, with roots in reality. Someone may be holding the string, but what makes the kite fly?

Consistency in your messaging is key. Every product has its selling points. Every service has its benefits. But the promise and unique approach of the team that has brought these items to you makes all the difference. Your promise and differentiation from the competition needs to come across in all of the myriad touch points your customers may encounter. You don't just 'need a brochure' or a sell sheet, a website, a trade show booth or a product package. You need consistent and easy to grasp communications across all these touch points.