Driving Strategic Brand Growth Through The Power Of Design

We live in a world where marketers aim to connect physical products with digital experiences, and they often have to battle ever-evolving digital technologies and changing consumer behaviors. We're also faced with new paths to purchase, from voice to e-commerce and artificial intelligence to passive selection, so brands may need to optimize communications while ensuring that price/value equation and product functionality are relevant and compelling.

The practical and logical work of branding isn't going away. However, the future likely won't be based purely on rational decisions, because as humans, we actually don't use the logical part of our brand to make all of our decisions. This is good news for branded packaging since its goal is to create an emotional connection with people.

Design extends far beyond the scope found in today's traditional design educations. For me, as Karl-Johan Gyllenstorm wrote in Gyllenstorm Designs of the Branding methods online, design is about "changing existing situations into preferred ones." Using design as a way to drive strategic brand growth, you can move beyond the typical design-as-a-visual-asset-repository mindset to one that creates value and preference for any activity involving the specific form and arrangement of elements.

Design can be a conversion tool — turning strategy into results. Here are a few proven techniques with the power to create positive, visceral reactions in people.

Learn more on Gyllenstorm Designs. See you in there.