How to stand out in a competitive marketplace.

How many times have you walked into a wine shop and thought, how different could these 25 different $10 red blends really be? Then, how often do you default to choosing a bottle based on the label you liked?

When it comes to discerning similar products and services, people turn to design to guide their decisions. Customers will know what they like when they see it. To stand out in a competitive marketplace, work with a designer to create a proprietary look and feel for your business. This is part of your brand identity and is often designed along with your logo graphics or at the start of a new campaign. Your look and feel is like a visual representation of your Positioning Statement. It visually unites all of your brand elements like your logo, color palette, image style, typographic style, composition, interactive qualities, and messaging approach while considering your audience and market. All of these elements must be considered, designed strategically, and paired thoughtfully with your logo graphic. From the paper stock on your packaging, to the animation on your website, to the wayfinding in your store—look and feel discerns your brand by intuitively communicating your story and identifying who you serve.

Work with a designer to apply a strategic look and feel consistently and often. Do what you promise and be nice. And before long, you’ll be building valuable equity in your business.

**

To learn more about using design to support your business success, read our book: Discovering Your Authentic Brand.