Design Matters—Driving Customer Demand and Building Brand Loyalty

Recently, I participated in a Webinar which discussed creativity vs. effectiveness in advertising, and whether or not both could truly co-exist. The presenters all agreed that creative work is most effective when driven by the consumer. One presenter even noted a specific project in which a viral campaign was created using actual submissions from consumers of the client's brand.

Additionally, in an unprecedented twist on what has become an eagerly awaited and occasionally controversial announcement, Time magazine named You (and me, and the guy next to you…) as its "Person of the Year" for the overwhelming influence users have on the Information Age.

Clearly, consumers want to be participants in a brand, not spectators. Consumers who feel they are influencers of a brand are far more likely to take ownership in that brand, and as a result, extend their brand loyalty to their friends and family.

These examples would point to the fact that good design is driven by—rather than the driver of—consumer demand, right? Not necessarily.

Consider giants like Target^® and Apple^®. These companies are clearly driven by superior design and are creating demand as a result. Those looking for a reliable, powerful computer can find a very economical solution with a PC. However, Macs continue to fly off the shelf. What drives this demand? The dramatic attachment users have to the brand. This attachment is driven in large part by superior design in every facet of the company's marketing strategy—functionality, packaging, and promotion.

Obviously, not many companies have the ability to build marketing strategies on the scale of Target and Apple. But, regardless of a company's size and market reach, great design is the key to establishing who the company is, what the company does, and for whom they do it—the foundation for creating customer demand.

Great design is important for companies of all sizes. For example, Blue Moon Burgers, one of Seattle's newest burger joints, came to us looking for a brand identity to communicate exactly who they are—makers of great burgers for people who love burgers. The consumers they want to attract are not counting calories or looking for white tablecloths. They are looking for a great burger. One look at the logo on the door—with the guy shoving a burger in his mouth—and you know what you'll get inside.

From brand identity, to packaging, to promotional materials in all forms, design matters. In an environment so saturated by media input, great design is often the only element which separates the messages that are remembered from those that are never even noticed.

In the case of Blue Moon Burgers, the company got what they hoped for: burger-eating enthusiasts returning on a regular basis, and telling their friends all about it. Of course, the logo can't take all the credit for the company's success…but what would prospective customers have expected had there been a Space Needle on the door?

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