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Lumo Lab brand insights

How branding drives outcomes

driving influence, conversion and loyalty in the digital age

In today's highly competitive digital landscape, marketing managers and directors face the constant challenge of capturing audience attention, nurturing leads, and driving conversions.

While many factors contribute to the success of a marketing strategy, branding and design takes a key role in intuitively engaging with potential buyers. A cohesive and well executed visual identity has the power to create immediate connection with your target audience, influence perceptions of your brand, and ultimately impact purchasing decisions.

The Science Behind Visual Branding

A study by the Institute of Practitioners in Advertising (IPA) found that campaigns with a strong visual identity were 27% more likely to report significant business effects, such as increased market share and sales (IPA, 2021).

This finding underscores the importance of investing in a well-crafted visual branding strategy that resonates with your target audience and sets your brand apart from competitors.

The human brain processes visual information 60,000 times faster than text (IAS, 2022), making visual branding a critical component in capturing attention and conveying your brand's message.

A consistent and memorable design language across all touchpoints - branding, website, ads, socials, emails, packaging, work to reinforce a singular concept of brand identity and foster a growing  sense of familiarity and trust with your audience.

Influencing the Buyer Journey

A study by Edelman found that 81% of consumers need to trust a brand before making a purchase (Edelman, 2021).

Visual branding plays a crucial role in building this trust by communicating your brand's values, personality, and unique value proposition.

A well-designed visual identity can help to guide potential customers through the buyer journey, from initial awareness to consideration and, ultimately, conversion.

At the awareness stage, a striking visual identity can help your brand stand out in a crowded marketplace and capture the attention of potential customers.

As they move into the consideration phase, a consistent and cohesive design language across various touchpoints reinforces your brand's credibility and helps to build an emotional connection with your audience.

Finally, at the conversion stage, a visually appealing and user-friendly design can help to remove friction and encourage customers to take action, whether that's making a purchase, signing up for a newsletter, or requesting a demo.

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Designing for Conversion.
To maximize the impact of your visual branding on conversion rates, it's essential to focus on key design elements that influence user behavior.

Color psychology: Choose a color palette that aligns with your brand personality and evokes the desired emotional response from your audience.

‍Typography: Select fonts that are legible, visually appealing, and consistent with your brand identity.
‍Layout and hierarchy: Use visual hierarchy to guide users' attention to key information and calls-to-action.

‍Imagery: Incorporate high-quality, relevant images that support your brand message and engage your audience.

Generate warm leads, and cut down cold leads that hurt your bottom line on excess qualifying time.
Build your brand prestige, by effectively leverage your strategy, while remaining brand-cohesive.

conclusion

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In the digital age, visual branding is a powerful tool for marketing managers and directors seeking to create immediate connection with their target audience, influence buyer journeys, and drive conversion outcomes.

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By investing in a strong visual identity and consistently applying a cohesive design language across all touchpoints, brands can build trust, differentiate themselves from competitors, and ultimately, achieve their marketing goals.

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As the digital landscape continues to evolve, the importance of visual branding in creating memorable and compelling brand experiences will only continue to grow.

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Four key takeaways:

Identifying your tribe aligns with values and vision, guiding like stars.
Focus on what customers can achieve with your product, suggests Jason Fried.
Generate warm leads, and cut down cold leads that hurt your bottom line on excess qualifying time.
Build your brand prestige, by effectively leverage your strategy, while remaining brand-cohesive.
Scott Beckman says customers buy emotions, not features or benefits.
Bain's Elements of Value enhance offerings, meeting a spectrum of desires.

Brand comms

Brochures

websites

campaigns

product imagery

expo Signage

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‍The Dream Destination.

Now that you have clearer idea of the values you're addressing its time to consider. What secondary flow-on benefits will they experience?

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What positive emotions are a response to the flow on benefits?

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As we address the aspirations and the emotional payoffs for our customers, we are able create a bond that people will rave about.

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People are motivated to avoid emotional pain.

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By identifying the emotionally-driven reasons people choose your product or service allows you to develop language that speak right into their 'wants'.

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Where do you win?

Consider, what are the areas where you aspire to deliver unmatched outcomes and value to your customers?

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‍What comes next?

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Part 3 - Defining your brand statements.

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Lumo Lab's Brand Strategy Workbook is here.

Planning a rebrand to unlock your brand's full potential?

‍Our comprehensive Brand Strategy Workbook lays a foundation towards defining your unique identity, vision and message in your marketplace.

To help accelerate growing brands, we are making our workbook available at $120 for the first 35 newsletter subscribers.

Afterward, it's back to $340. Dive in below to access this limited offer.
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avoiding pitfalls as you optimize touch points
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Want to explore how we would build your brand ecosystem?

Let's explore ideas to fuel that journey. Reach out below.

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avoiding pitfalls as you optimize touch points