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Water will evaporate to become steam or freeze to become ice. Certain formulas and physical and chemical characteristics never change, even during the experiment of design. Change however is controlled by the elements in play, whether its colours and shapes or lines and patterns, the end-result is dependent on various external factors as well. A Brand, Strategy and Experience designer Sourajit Sengupta takes us through some of his design principles. Have you got your design goggles on?

Design
Branding for Travosh
Design
Packaging for Travosh
Design
UI for Travosh

Be the Solvent to Create a Solution.

Design is not just about creating an artwork. It’s a solution that varies from brand to brand and person to person. For a designer, it’s like dressing up according to a particular occasion. Is it going to be fun and funky or formal and sleek?

 

It’s not about what you feel like or what you want, but what the situation demands from you. The key is to understand the brand and dissolve yourself in it enough to be able to think from the clients perspective. Consider it like a science experiment, where the process and procedure must rigorously be followed in order to get the desired results.

Design
Sandoitchi Logo
Design
Sandoitchi Branding
Branding for Lokmat
Branding for Avendus

Don’t Force it.

Force might facilitate everything in the scientific world, but when it comes to design, forcing it has never worked. Firstly, one must be in the field for their love and passion for design and not because of external pressures. As long as you love what you do, the journey will appear effortless and smooth, making you a perfectionist sooner or later.

 

And that’s when it will translate in your work. Design has to be invisible and basic. It does not have to be forced. It’s not about simple colour palettes or minimalism, it’s about what is relative for that project. If it relates, it becomes memorable and recallable.

Branding for Empyrean School
Branding for Empyrean School
Forum Mall Book Design
Signage Design for Forum Mall

Give your Design Dreams Milestones.

Development is a series of chain reactions, where thinkers took what existed even beyond. For example, a light bulb couldn’t have been invented if electricity hadn’t been discovered. And the later wouldn’t have been so if a kite wasn’t flown. The concept is same for design. Start off every project with the caliber of making it a dream project.

 

Creating a difference in the design world is a huge consideration and can be best achieved by creating smaller milestones that may someday combine together to make a difference altogether. The key is to be open to all types of knowledge and methods. Put your hands on different styles and projects, especially the ones that are out of your comfort zone

Design
Space Design for Reliance HQ
Design
Space Design for Reliance HQ
Design
Space Design for Reliance HQ

Published in Issue 23

The issue explores a topic which is close to every designer, the Business of Design. We try to understand from the experienced ones that when is the right time to open own studio and what more you should get in your toolbox before taking the plunge! We had interactions with many talented studio founders like Rajesh Dahiya, Archan Nair, Ishan Khosla, Prasun Mazumdar and Anupam Tomer. Also featuring some of the best talents around the world such as Martin Grohs from Germany and Avi Sehmi from Canada along with Sourajit Sengupta from New Delhi. This issue not only provide answers to many questions but also initiate many new ones to explore further! We hope you will enjoy exploring the possibility of your studio with this issue.

 

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All of us watch online videos every day on our computers, smartphones and even on smart TVs. There is a surge in the rate at which video viewing is gaining momentum. Today, over 300 hours of video are uploaded to YouTube every minute and above 5 billion videos are watched on YouTube every single day. And that’s just for YouTube!

Here, Jaseem Thayal Shareef, the CEO of WowMakers Digital Media Studio explains the benefits of having an explainer video on your website.

As per Cisco trends analysis, the video is projected to take up 79% of all internet traffic by 2018 and companies should leverage the benefits of this online video boom as it is not going to slow down anytime soon.

In tune with this trend, using animated explainer videos has become an effective online marketing strategy. More and more companies (both big brands and small companies) are innovatively using videos to their advantage. Explainer videos became popular in the last few years mainly because of its affordability and effectiveness in enhancing your business. Though explainer videos bring a whole range of benefits but here are the top 10 benefits of using it.

01 Clearly Conveys Objective

Using text to convey the product objective is a little tricky as it can be interpreted in many different ways. Explainer videos minimize the guess works and clearly explain the usefulness and basic function of a product or service.

02 Generates Interest in Consumers

More and more businesses are using visuals options such as images and videos to generate interest in their product as it is found to be very effective.

03 Intensifies Conversion Rates

According to Video Rascal study, over 80% of consumers prefer to buy a product if it is accompanied by videos.

04 Improves Ranking on Google

Websites with endless pages of block text and images are normally ranked lower in Google search. According to the Spork Marketing study, websites with videos rank much higher in Google’s global searches.

05 Increases Web Traffic

Going “viral” is a term that is closely connected to YouTube. Though there are no predefined ways to make a video “viral”, but many products have gained greater visibility through viral videos.

06 Helps Recall Information

More than voice or text, people remember what they see in a visual format. The average person remembers only around 10% of what they hear or read, but they remember 50% of what they see as per the Wharton Research Center study.

07 Brings Engagement

A multipage PowerPoint slide or a brochure with detailed text and pie charts are not effective enough to engage the audience. On the other hand, a well-produced explainer video with an interesting script and impressive visuals engages the audience in a better way.

08 Grabs Attention

When traditional web content and all those cool ideas are shown in an impressive video format, not only gives your website a cleaner look but also improves the chance to engage a potential customer.

09 Establishes Brand Identity

The prime reason that makes a customer come back to you repeatedly is the brand identity. It is important that the customer connects to your brand identity to gain trust and to make that happen; using explainer video is the best option.

10 Easily Sharable

An explainer video has a wider reach and it is not limited to just your website. People show interest in sharing the links of the videos they like.

Companies all over the world are creating videos about everything right from cause awareness to reviews, which clearly underline the gaining popularity of videos in marketing strategy. The promising future of video is waiting for you.

Published in Issue 34

This is a rebranding special issue focused on finding the answers to some of the basic questions like what is the right time for re-branding? or what all needs changing and how exactly? We interviewed some of the best branding studios like Landor Mumbai, Elephant, VGC, Inchwork, and many more. If you are considering rebranding or want to learn more about the art of doing it then this issue is a must read. So, go ahead

 

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‘Brand’ is termed as the prestige of your company. The procedural and pre-planned strategies for the betterment of a brand are determined as the brand strategies of the company or an organisation.

Strategies begin by setting goals. Your brand defines what you exactly stand for – the commitment or promise you make, and the personality your brand conveys. In the layman’s notion, a brand is merely a logo, brochure or a tagline, but one should know that it is much more. It is considered as an intangible asset on which a company stands firm in the competitive market. Brand strategy is a vast concept that helps establish your product in the core and significant market, and to build your brand that will grow and mature in a saturated market scenario. It directly supports the business strategies to ensure consistent brand behaviours and brand experience in all points of channels of communication. Without clear and compelling brand strategy, your company is just another. You cannot have a strategy without clear objective. Mere execution and tactics are not strategy, and nor is restating the goals. Developing brand strategy can be one of the most challenging steps in the marketing plan process, but a rather vital step in creating the company.

1. Branding Purpose

You decide and work your brand strategies out, and so you must be determined about its purpose towards your brand. Your brand purpose must be more specific and evaluative, in that it serves as a differentiate variable between your brand and competitors. The pre-planned purpose of your brand strategy will surely help your brand product to outperform in its significant aspects. The agenda behind the whole course of branding strategy must be clearly defined and accepted in the appropriate manner. These purposeful brand actions will be paramount to build and uphold authentic relations with audiences and investors.

 

A simple instance: Lamborghini never runs advertisements on television because they think that the people who can afford their cars aren’t sitting around and watching TV.

strategy
Image source – Pinterest.com

2. Competition Awareness

To know your competition always holds as a positive trait. Tuning up with the establishment of brand strategies holds the importance to enhance your brand. Your branding strategies should bring you to a higher level, and make it strong to stand against the bottle-neck competition of the market. Take competition as a challenge to improve your own strategies and create greater values in your overall brand https://www.youtube.com/watch?v=tV7Zo9UNiVo

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3. Collections of Brand and Premium Products

For premium products, some companies think they should give endless choices, but just the opposite is true. Not many choices must be given to the customers, if you want your product to be perceived as a premium product, especially during the original launch of the product. More choices in the premium products may create buying decisions to be challenging, which may undoubtedly affect the purchase decisions. Fewer the choices, lesser the confusion in the minds of the customers. As in concern with the luxury brands, it is mostly couture fashion; the outlook defines the image of the brand, just like the cherry on the cake. Coca-Cola has many products under the brand, but the company mainly focuses on their money product ‘Coca-Cola’. The Indian brand Thumbs-up, Sprite, Fanta and Minute Maid are also their products, but they spend less money on these products, compared to their premier product.

strategy
Image source – Pinterest.com

4. Consistency

The concept of consistency has become a central normative and empirical statement about enriching high performance in the organisation. As in the practical scenario, the consumers prefer buying from the brands they know. Once a brand or product gets recognized by the consumers, the biggest challenge for them is to interact with consumers consistently. The consistency aspect has a direct relation with the trust and loyalty of the consumer. The untimely changes in the brand may result into a decrease in the trustworthiness of your brand, leading to hasty actions by the stakeholders.

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5 Change is a must

At times, marketers may struggle to change and set the pace of brands. In Brand Strategy, consistent change is the paradox of time. Doing the same thing repeatedly ceases to have a powerful impact over the market. The brand is brought to life through innovative changes and shifting aspects of products. Rebranding is necessary to keep your brand product fresh, relevant, and to be maintained in the forefront of the customer’s mind.

 

Changing the perception of your brand is not any easy task, and nor it is any cheap. The company must have enough dedication, determination and commitment to make it happen, not to mention a lot of other resources like immense time and finances. It is relatable to say that you reap as you sow. Thus, the expenses made to make changes rewards you with great successful scenarios in the future.

 

Some companies change their logo to match with current times and generations. Some companies change their brand ambassador, based on the popularity of their brand or the celebrity. Some big products make changes in their product packaging design during festivals, offers or new year’s occasions.

strategy
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6 Emotional Touch

It is the era where the development of the company brand is directly linked to the consumer’s emotional level of satisfaction. An emotionally satisfied customer tends to increase your brand image by verbal promotions through the various online and offline mediums. It is crucial to attach the strings of the brand with the customer’s emotional level of satisfaction in today’s highly structured environment, where products and services are distinguished from each other.

 

Take the example of Nokia. Nokia failed because they didn’t establish an emotional touch with consumers. The CEO of Nokia failed to understand that the Asian and European market was waiting for the next Nokia phone, but Nokia hastily launched a Windows platform phone, without Bluetooth and expandable memory. The product and platform were unfamiliar for the existing consumer base.

strategy

7 Make it easy for customers

When any company launches new product publicly that time they also launch guide with them. Yes, brand often thinks about their consumers first and they don’t want to make them confused with the first impression. Smartphone box has always usage guide in it so it’s easy for customers to know about it. The Same way a router comes with set up or installation guide so user doesn’t have to rely on external sources. Let’s take the example of TiSpy – parental monitoring app and how they make the process easy for customers. They’ve written a detailed guide on how to use the app, on their website, and also launched a detailed video. This branding technique helps consumers understand more about the product without asking anyone. (https://www.youtube.com/watch?v=cdcsM9bTJSE)

strategy

8 Involvements of Resources

Every industry requires the benefits of a well-planned brand strategy to build a polished and an aspiring brand in the market. The implementation of the brand strategies shall be done by the living assets i.e. Human resources of the company. Resource involvement is ascertained by the job satisfaction of the employees; the personal attachment towards their job and colleagues which influence their acceptance and willingness to perform at work. Employees are considered as the most powerful living asset of the brand, and hence must be well treated. And, employees shall be trained and prepared to be the greatest existing resource within the organisation.

 

The strongest brands increasingly find ways to collaborate – they offer services that deliver seamless synergies, fitting nicely into consumer values, behaviour and lifestyle.

strategy
Image source – Pinterest.com
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