Strong competition and decreased spending across industries has forced consumers and businesses to make tough decisions when faced with choosing one company or product over another. Research shows that brand recollection along with perceived reputation and experience play a large role in this decision making process. This means only the most trusted, established and memorable brands will survive. So how do you become or remain memorable to your audience?
The Greenfield Group, a medical real estate company, recently brought me in to increase brand recognition by updating their marketing materials. As a creative consultant, we engaged in extensive research and relied on past experience to recommend a comprehensive plan to accomplish these goals.
Strategic, consistent design elements including logo usage, color choices and style along with finely targeted communication are critical for brand recognition and prolonged success.
By identifying primary design or logo elements to repeat throughout all marketing collateral, we were able to strengthen The Greenfield Group’s identity and create recall, even on a subconscious level, among their target audience, doctors.
To enhance communication effectiveness, it is imperative to simplify and establish a clear message. A common mistake is having someone too close to a product or service attempt to develop that message. By creating the written communication in-house, we were able to eliminate any inferences and assumptions within the copy to deliver an accurate message that can be easily understood by someone with no prior company knowledge.
With a new brochure, new proposal package and soon to come new website, we have established a memorable brand for The Greenfield Group through repetition and subconscious imagery. Every piece of marketing collateral is now an impactful sales tool precisely targeted to their audience to attain recognition and achieve success.
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