Have you ever done it? Bought a product or service because there was – either consciously or unconsciously – just something about its brand that suggested a better quality? So, what exactly is that something?
Brands and branded objects are such a common element in our daily lives that we hardly ever stop to consider them more closely, although they permeate our very cultures, societies, and in some cases even identities. As entities that are social, economic, and cultural at the same time, brands can influence our decision-making processes to a considerable extent.
Does your branding match your market?
This is precisely why the process of branding is so strongly focused on communicating and augmenting certain features of a brand in order to create meaning and value for potential customers. In this way, brand equity is created as a value bonus.
Because it is mainly built on people’s perception, certain intangible elements such as emotions or the suggestion of a certain lifestyle can be crucial in building up this value surplus. However, while elements like cleverly constructed logos or the use of colour have received a lot of attention in this regard, the role of geographical associations in brands has been generally less well represented and discussed, although every one of us has probably encountered them at some point.
Those associations are why it is crucial to create unique branding that talks to your audience and represents the qualities of your product or service at a glance.
If you’re a car manufacturer, you may want to ensure you branding looks classy, modern, streamlined, and dynamic. It suggests your vehicles come from a quality production process and are a clean, well constructed product.
The associations for a food brand, however, may be different. You’d want you branding to reflect your heritage and reference the culture it is from, through the use of distinctive colors, imagery and type.
Discovering geographical entanglements in branding
Researchers such as Andy Pike argue that geographical entanglements in brands are inescapable, because brands are either situated in – or strongly associated with a certain place. This association in people’s minds can strongly influence quality perceptions, thus having the power to essentially make or break a brand. And indeed, many of our most successful brands actively work with their geographical entanglements in order to trigger certain positive associations – the most common example being “made in” labels which provoke the so-called “country of origin effect”. Other means of incorporating such associations in branding include the display of national flags, the deliberate use of a certain language, or trying to evoke a certain sense of historicity and tradition.
Working with DesignCrowd’s global creative community gives you access to people with inside knowledge of the markets you may be aiming to target. If you’re developing a brand, product or service to launch abroad in a specific country, DesignCrowd will likely have designers based there who you can work directly with. They have the dedicated insights as to which colors, symbols, or shapes will appear authentic, giving you greater engagement, authority and hopefully sales in the region.
However, geographical entanglements in goods and services can have many more facets and do not only take place at a country level. You should also keep in mind that geographical associations connected with brands are by no means set in stone – people’s perceptions of a place can change over time, and so, accordingly, can the associations that place instils in a brand. Some Asian countries, for example, have had to struggle with negative associations connected to cheap production in the past, but have managed to turn this image into that of successful modern technology hubs.
Working with DesignCrowd’s community means you have access to people at the heart of these changes and with a genuine understanding of perceptions. They can deliver designs, whether logos, packaging, labels, or that will sit comfortably in a market that may be foreign to you.
So the next time you buy a Swiss watch, a Dutch cheese, a German car, a sparkling wine from the region of Champagne, or a Hollywood film, take a moment to reflect on why you set so much store by where these products come from and think whether your brand delivers the right impression to your customers.
Geographical entanglements can take different amounts of strength in terms of a weak or strong association, can be authentic or entirely fabricated, and take place on different spatial levels. Therefore, they are of high relevance for consumers and marketers alike.
This little infographic compiled by market inspector attempts to give you a quick overview of the concept as presented by Pike, providing relatable examples at different geographical levels – beyond just the country of origin effect.
Want More?
You’ll make a lot of design choices along your way to a successful business. Let us help you with some of them!
9 Tips For Building A Respectable Brand Logo
Tips For Designing Your Company Logo
How To Design A Brilliant Business Logo For A Brand
Written by DesignCrowd on Thursday, November 16, 2017
DesignCrowd is an online marketplace providing logo, website, print and graphic design services by providing access to freelance graphic designers and design studios around the world.