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“Branding and design build POWER through consistency and awareness. Design can define a relevant, differentiated and credible value proposition. Visual impression is often the deciding factor whether the customer buys your product or service – or not. Design is Value!

Successful design is about telling a story – verbally as well as visually. Whatever your product is, whatever makes your service unique, the value lies in how the story is told” www.baustein.ca


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Baustein Design Strategic Design Group Inc. We specialize in providing high-impact, modern creative solutions and brand development for corporate clients and have helped numerous companies improve their brand image and increase their visibility within their respective market segment. FIND OUT MORE...

What makes ads great?

It would be a classic case of begging the question to say that they “stand out”. Of course they do.

Besides hard work, there are usually four key elements in a great ad: a disruptive and relevant visual, strong brand identification, a brilliant headline, and “something else” The something else is a variable. It might be curiosity. “What’s going on here? It looks interesting.”

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What to advertise?

What the advertising message should be. In general, there are really only two kinds of effective advertising message:
Firstly, does the business/product have a Unique Selling Proposition (“USP”)
"A unique selling proposition is a customer benefit that no other product can claim"

Secondly, does the thing that is being advertised “add value” and if so, how?
For example, advertising for washing powders will focus on the “added value” created by whitening agents or the fact that a particular formulation will last longer than the competition

Whatever is advertised, it is important that the message is:
• Seen
• Read
• Believed
• Remembered
• Action upon by target customers

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The dollar is a world brand. In essence it is simply a piece of paper. But branding has made it valuable. All the tools of marketing and brand building have been used to create its value. On the front you will find the owner of the brand: the Federal Reserve. There is a testimonial from the first President of the United States, George Washington. There is a simple users guide: “This note is legal tender for debts public and private.” And if you’re still not convinced, the owner has added the all important emotional message: “In God We Trust”. The dollar is a world brand. It confers a uniform value globally. But as I said it’s really just a piece of paper. Branding has made it worth something.

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Looking out into the world today, it’s easy to see why brands are more important now than at any time in the past 100 years. Brands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility and experience. Brands are valuable. Many companies put the value of their brand on their balance sheet.

The best branding today is based on a strong idea. The best brands have remarkable creativity in advertising to help them break through people’s wall of indifference to create brand heat and product lust.

Finally, when we create new brands we have fewer brand names to choose from. This makes existing brands, with their strong, well-known names and credibility more valuable. It also means creating a new vibrant brand is a challenge which requires a sophisticated strategy. It is not just about a product and a name, it’s about a lot more.

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