The Importance of Good Design to Help Increase Sales

THE SCOTTISH BAKER MARKETING

By Neil Ferguson, Creative Director of Form by Thought

Thankfully our businesses can once again open their doors to customers. However, COVID-19, and Lockdown in particular, has seen a definite shift in the way people choose to shop, with increasing numbers already preferring to order online.

But, with change, often comes opportunity. A well considered brand has never been as important as many businesses try to connect with their customers in ways they never did before. Here are what I believe to be the fundamental design principles that will help a business to increase its sales.

BRANDING

Most businesses are about great products and great service, that’s the key ingredient for success. But, to take a business to the next level it needs to evolve from ‘business’ to ‘brand’. Good branding is about storytelling. Your story is what makes you unique from your competitors. It should be more than just cosmetic and certainly more than just a logo. If your story resonates with your customers, it can form strong emotional connections and gain their loyalty for the future.

WEBSITE

In 2020 a well designed and functional business website is essential. It’s not only an opportunity for people to further engage with your brand story, but also helps to convert visitors into customers. Think of it as an instantly accessible shop window, and it certainly doesn’t have to be complicated.

SOCIAL MEDIA

Good communication via social media is a key component to being able to effectively connect with your customers. Strategic promotional campaigns can boost traffic to your website or shop which can then be converted into sales.

A SUCCESSFUL BRANDING PROJECT

In 2019, after a consultation with owner Roy Herd, we rebranded The Blunt Chisel Brewery. So called due to it’s location in Phoenix Mill which was once a sawmill for the Blairadam estate in Fife. The historic location provided a wealth of inspiration for our creative solution. We created a suite of log-print art to represent each of the brewery’s core beers. Since the rebrand, Roy has seen a significant return on investment and sales have increased by just over 375%.

New label designs for The Blunt Chisel Brewery, based in Phoenix Mill, once a sawmill for the Blairadam estate, Fife

The new website helps to convert visitors into customers

SINCE THE REBRAND WE HAVE RECEIVED AMAZING FEEDBACK FROM OUR EXISTING CUSTOMERS AND SEEN SIGNIFICANTLY MORE INTEREST FROM LOCAL SHOPS AND ONLINE SOCIAL SITES SUCH AS UNTAPPD.COM. I REALLY CAN’T MAKE BEER FAST ENOUGH AT THE MOMENT TO MEET THE DEMAND.

Roy Herd, Owner, The Blunt Chisel Brewery

The new logo represents both the history of the brewery’s location in Pheonix Sawmill and also Roy’s preferred route to market, which is through bottles rather than casks. The logo’s symbol depicts a cross section of a tree but with the outer bark being formed by the shape of a beer bottle top.

MORE INFORMATION Neil Ferguson is the award-winning creative director of Dunblane based design studio Form by Thought. Services include:

- Branding and graphic design - Website and e-commerce design and build - Design for social media - Packaging and label design - Creative copywriting - Environmental retail graphics - Advertising

If you have a project you would like to discuss please contact Neil on:

t: 01786 358 837 m: 07599 281 053 e: neil@formbythought.com or visit www.formbythought.com