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Visual Matter understands that local to global customers want consistency.
We realize customers want brands they can recognize, that they feel they know, that make sense to them, that they can depend on.
They want brands that they can just reach for, without giving them a second thought. They want brands that feel like part of their normal, ordinary lives. Customers look to recognition and reputation as guidelines for brand preference. They form their longest-lasting impressions from those elements, which as we all know, take years to build. These static elements underpin the very structure and nature of the brand itself: identity and story. That’s why Coke is Coke and Chanel is Chanel. We know them.
But at the same time, and in virtually the same breath, customers also want foot-to-the-floor excitement. They want brands to stimulate them, to give them new things to think about, to upgrade and improve what they get for their money. They want their brands to solve problems for them, give them things to talk about, to be interesting. This sense of excitement is part of what entices people to buy. New products and regular updates are how a brand gets noticed in a world thirsty for the new and the shiny. This is why the world goes crazy when its favorite brands release new versions or do things they’ve never done before – like have a man front for an iconic perfume. Because, in today’s “upgrade culture”, patience is a diminishing virtue.
The more often a brand iterates, the more important it is that it stays true to, and connected with, its roots. That requires amazing discipline, because the temptation is for the brand to spin off into new areas that bear little resemblance to the brand’s core business in ever more frantic searches to remain relevant and interesting. Identity, story and purpose keep a brand grounded, at the same time as offerings, news and social media ensure it remains always on consumers’ minds.
The way Visual Matter improves Brand Recognition is by employing an understanding of the competitive landscape, researching the habits of the target purchasing demographic and applying an approach that is both creative and thought provoking.
Visual Matter wants to celebrate the recognition/excitement dichotomy of a brand rather than try to tame it.