Today we have a guest post from Mako Lehel Mor founder and designer of BrandMor. He graduated Art Direction in advertising, but soon Lehel has discovered branding and specialized himself in that discipline. Over the years (10 years in branding) he collaborated with national and international clients delivering a relevant and engaging communication strategy for them. Besides BrandMor Lehel is collaborating with Ampro Design Consultants a leading branding agency in Romania.
After you’ve created a brand (service or product) you must take into account a few elements that make up your brand’s identity. It starts with a concept and then works its way towards a visual identity that will be recognizable and appreciated by the clients, trying to communicate a consistent message throughout this whole process.
Through a coherent visual brand identity you will manage to deliver a clear message and connect to your target public on an emotional level. This connection is of utmost importance because it leads to motivation and loyalty, and in the end to real action, your public will become your buyers.
The web banner is a very important tool for establishing your brand identity online. Exactly like any other visual element of you brand’s image, the banner should be designed according to the message you want to deliver, the style of your brand and the target market you want to appeal to.
In order to deliver the right message through your visual elements you have to invest in consistency: the visual look of your brand should be created using every tool at your disposal (the logo, the colours, the images, the banner) in a consistent style.
Every element of your brand identity contains a promise to the buyer, this should be effectively declined through your graphic elements, including your web banner. Always keep in mind that the promise you make to your clients is the starting point of your relationship, from this moment on you have to deliver and if you manage to do so, they will become loyal buyers, emotionally attached to your brand.
The banner ad could be a key element in your brand’s identity and it should be designed according to a very clear set of rules in order to help your brand stand out from the crowd. It is very easy to „overdesign” your ad by including unnecessary features because the technology is very permissive. You will be tempted to put more and more effects in it or animate the ad even though it’s not required. Simple and clean animated design in some cases are good, but remember youe have a few seconds to draw attention. Don’t exagerate and don’t fall in the „make my logo bigger” trap.
Through a correctly designed ad you can achieve something vital for every brand: direct communication with your target and an instant emotional bond that will prove extremely beneficial on the long run.
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