The Silent Ambassador
“Design is the silent ambassador of your brand”
~ Paul Rand
Paul Rand was an American art director and graphic designer, best known for his corporate logo designs, including the logos for IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and NeXT.
What
What does Paul Rand mean? When it comes to branding, design is representative of who you are. Design represents your brand in the form of the logo, web presence, printed collateral, packaging, and so on. Unlike a human being representing your brand, design in this manner is silent.
How
How can we learn from this? Design is a language which speaks your message through the use of strategic visuals. The way in which you are perceived by others is by this visual language which is spoken through your brand design. And unlike any human, your brand design is ever-present and representing you 24 / 7 / 365. This alone exemplifies the return you get from making an investment in design for your brand.
Why
Why is this important to design? In this context, the silent ambassador is the return you get from investing in great design which is the representative that works for you around the clock. Great design will drive messages to the consumer, engage their attention, and lave them wanting more.
FINAL THOUGHT
Your brand can be represented through multiple design mediums such as social media, videos, and digital advertising, which gives you a broad reach into the eyes of your audience. In this manner, you can speak to your audience through the unique visual language of your brand.
For startups and small businesses it is very important to get your brand right the first time. A well thought out brand strategy combined with stellar graphics ensures you enter the marketplace with guns blazing. You only have a short opening of time to get the attention of potential customers so be sure you have a great silent ambassador working for you.
