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Clothes don’t make the brand...
Clothes don’t make the brand...

NIE TYLKO SZATA ZDOBI MARKĘ...

You can fall in love with a nicely cut suit. But the cut itself won’t keep the feeling from fading. Our image is a certain guarantee. It is a guarantee of values, style of behaviour and being. It is a promise of something more. An equivalent promise is needed when a client meets a brand. What we communicate through promotional materials and visual identification matters just as much as our ability to keep the promise we make every day during customer service and every time the client contacts the company. You need to learn how to wear a suit.

Visual communication of a brand

What to do to make a client crazy over the brand? We are all looking for the answer to that question. The first answer that comes to mind is that the client should be lured, attracted by something. Consequently, the more and more frequent tool companies use is a well-designed communication, especially the visual one. More and more brands are aware of the importance of their visual side, including their logo, business cards, webpage and supplementary materials, i.e. leaflets, folders and catalogues. There is a paucity of brands knowing that a well-designed communication is not merely the looks, and not the only step towards building a valuable and long-term relations with the client.

Agata Polak: We observed a certain tendency while working with various companies and conducting a number of projects. Companies asking the advertisement agency for brand “building” get tailor-made, beautiful and well-thought images. Yet, they get stuck on the next level and cannot handle working with the client. That is because their visual communication is not coherent with what the client is subject to when benefitting from their services. 

Krzysztof Fabianowski: When the company approaches us, i.e. the advertisement agency, and asks for visual identification, they ultimately get a number of materials communicating what is crucial for the brand. The final effect is of course preceded by the process of studying, learning about the brand, understanding and determining the brand’s values and identity, as well as stating what kind of “big idea” it is based on. We determine the values in reference to the market, i.e. we think about the potential competitive advantage factor of a brand that could make the company outshine such and such competition. At the end, we have it all worked out and carefully designed. We give the company all the materials, including the logo, webpage, folders, business cards, etc. But the thing is still how to consciously and consequently benefit from those materials? How to turn the developed and visually communicated values into practice, working with one’s client? 

Brand’s values in practice

There is a number of inconsistencies between the image and the practice. 

  1. The most obvious one is the everyday language people communicate with. The language of companies is frequently not given enough attention and seems incomprehensible for third parties.
  2. Another trap brands fall into lies in them wanting to say too much to their clients because everything seems “crucial”.
  3. Inconsistencies are also observable on different steps of serving the client, starting from the client’s first call and ending with finalizing the sale.

In short, Agata and Krzysztof, verify these incostistencies in communication and service sale. They advise on what to do differently and which habits to change. But in fact their work stands for much more. It consists in building the awareness of the fact that creating competitive advantage calls for a synergy of multiple factors, i.e. both a well-defined brand identity, consciously designed visual identification which communicates the identity and daily realisation of the communicated values in practice.

Cohesion in a brand’s communication

When conducting workshops at Concordia, Agata and Krzysztof also teach that the conscious selection of the brand’s distinctive features makes it possible to realise them in action. Such cohesion of appearance and behaviour gives the comfort of a stable brand’s communication. Cohesion is therefore a worthwhile investment, a validated recipe for success and at the same time a proof of the fact that a suit not only looks good, but also wears good. The first fitting can be conducted during workshops at Concordia Design.

Check the current workshop programme

NIE TYLKO SZATA ZDOBI MARKĘ...

You can fall in love with a nicely cut suit. But the cut itself won’t keep the feeling from fading. Our image is a certain guarantee. It is a guarantee of values, style of behaviour and being. It is a promise of something more. An equivalent promise is needed when a client meets a brand. What we communicate through promotional materials and visual identification matters just as much as our ability to keep the promise we make every day during customer service and every time the client contacts the company. You need to learn how to wear a suit.

Visual communication of a brand

What to do to make a client crazy over the brand? We are all looking for the answer to that question. The first answer that comes to mind is that the client should be lured, attracted by something. Consequently, the more and more frequent tool companies use is a well-designed communication, especially the visual one. More and more brands are aware of the importance of their visual side, including their logo, business cards, webpage and supplementary materials, i.e. leaflets, folders and catalogues. There is a paucity of brands knowing that a well-designed communication is not merely the looks, and not the only step towards building a valuable and long-term relations with the client.

Agata Polak: We observed a certain tendency while working with various companies and conducting a number of projects. Companies asking the advertisement agency for brand “building” get tailor-made, beautiful and well-thought images. Yet, they get stuck on the next level and cannot handle working with the client. That is because their visual communication is not coherent with what the client is subject to when benefitting from their services. 

Krzysztof Fabianowski: When the company approaches us, i.e. the advertisement agency, and asks for visual identification, they ultimately get a number of materials communicating what is crucial for the brand. The final effect is of course preceded by the process of studying, learning about the brand, understanding and determining the brand’s values and identity, as well as stating what kind of “big idea” it is based on. We determine the values in reference to the market, i.e. we think about the potential competitive advantage factor of a brand that could make the company outshine such and such competition. At the end, we have it all worked out and carefully designed. We give the company all the materials, including the logo, webpage, folders, business cards, etc. But the thing is still how to consciously and consequently benefit from those materials? How to turn the developed and visually communicated values into practice, working with one’s client? 

Brand’s values in practice

There is a number of inconsistencies between the image and the practice. 

  1. The most obvious one is the everyday language people communicate with. The language of companies is frequently not given enough attention and seems incomprehensible for third parties.
  2. Another trap brands fall into lies in them wanting to say too much to their clients because everything seems “crucial”.
  3. Inconsistencies are also observable on different steps of serving the client, starting from the client’s first call and ending with finalizing the sale.

In short, Agata and Krzysztof, verify these incostistencies in communication and service sale. They advise on what to do differently and which habits to change. But in fact their work stands for much more. It consists in building the awareness of the fact that creating competitive advantage calls for a synergy of multiple factors, i.e. both a well-defined brand identity, consciously designed visual identification which communicates the identity and daily realisation of the communicated values in practice.

Cohesion in a brand’s communication

When conducting workshops at Concordia, Agata and Krzysztof also teach that the conscious selection of the brand’s distinctive features makes it possible to realise them in action. Such cohesion of appearance and behaviour gives the comfort of a stable brand’s communication. Cohesion is therefore a worthwhile investment, a validated recipe for success and at the same time a proof of the fact that a suit not only looks good, but also wears good. The first fitting can be conducted during workshops at Concordia Design.

Check the current workshop programme