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How global brands succeed to always excel in visual branding 

Strong global brands have one thing in common. Whether you engage with them at a tradeshow, in one of their shops or at their events: their visual branding is strong, impressive and recognizable. They don’t compromise – only the best is good enough. In order to achieve they always consider four important elements. 

1. Brand experience
Strong brands are aware of the impact of visual brand experiences. When stakeholders have a positive association with the visual brand image,  they will be more willing to interact with this brand, online and offline. The creation of the strongest possible brand experience is therefore the starting point for visual branding projects. A WOW! factor is what counts. Would a brand like Nike settle for less? Of course not. Every visual element of their brand has to be appealing and of high quality. That mega-billboard, the visuals in the brand, the images used online, they will all have to breath the brand Nike. And when it all comes together, these visualisations will tell a consistent and strong brand story.

2.  Comfort
Stakeholders have to feel at ease in a shop or at a tradeshow. This is not possible without visual branding. Empty, boring walls? No colours? Stakeholders will feel uneasy or turn away. When stakeholders do feel comfortable, they will hang on. They will spent more time in your shop, at your stand, at your event or at your offices. Another advantage is that the creation of spaces that are both attractive and comfortable has a positive impact on employees. They become more creative, more productive or more hospitable when working in the right environment. And this will positively impact any bottom line.  

3. Flexibility
In order to remain agile, brand managers expect maximum flexibility in their visual communications. They need to be able to tell the right story at the right time, at the right place. In the current disruptive climate, brands need to be able to change campaigns or messaging much faster than ever before. And to achieve this you need to work with flexible visual branding solutions.  This can be achieved with for example the ‘frames and fabrics’ approach, the combination of fabrics and aluminium frames for visual branding. The fabrics can be easily changed, without the involvement of shop fitters, facility staff or other assembly personnel. These solutions based on frames & fabrics can then be combined with for example magnetic solutions which also allow for maximum flexibility.

4. Sustainability
Which brand does not strive for sustainability? Global brands take this so seriously. Not just because they want to comply to their CSR-goals. How believable is a brand story when showcased on materials that harm the environment?  Therefore, global brands prefer to work with partners  who take sustainability equally serious as they do. Sustainability also plays an important role when selecting the individual products and materials. Today, there are many sustainable alternatives available, such as sublimation printed fabrics instead of PVC. And fabrics don’t just comply to many environmental standards, they also can be folded, whereas branding printed on PVC needs to be rolled, which dramatically decreases volumes for storage and logistics.

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Niels van Straaten

NIELS VAN STRAATEN

DIRECTOR, VAN STRAATEN LET'S IMPRESS

"Challenges are what make life interesting and overcoming them is what makes life meaningful."

Joshua J. Marine