Few businesses would dispute the importance of branding, but too often, they think the work begins and ends with developing a logo. As a creative director with a background in design, I love a good logo; it provides an identity for your company and distinguishes you from your competitors. A well-designed logo is an instantly recognizable symbol of your company; most people can immediately visualize the logos associated with top brands like McDonald’s, Coca-Cola, and Starbucks, to name just a few. They are ubiquitous around the world; you don’t need to speak the language if you’re craving a Big Mac in a foreign country—just look for the golden arches! But it’s important to note that a brand is more than a logo.
Amazon Chairman, CEO, and President Jeff Bezos once said, “Your brand is what other people say about you when you’re not in the room.” If anybody understands the power of branding, it’s Jeff!
If you’re like most people, you are subconsciously influenced by color. Psychologists have long known that color has a strong impact on mood and is a driving force behind behavioral and decision-making processes. Advertisers are aware of this too, and use color to their advantage when promoting products and services. Opinions vary on just how strongly color influences purchases; some surveys have shown color to be the primary motivator in 85 percent of buying decisions and at least a partial factor 93 percent of the time, though personal reactions are highly subjective. Regardless, color does play a significant role in purchasing decisions and brand perception.
Since the early 1900’s, the American Advertising Federation (AAF) has been unifying the voice of advertising and connecting professionals across the nation.
In 2016, Evergreen Media entered into our local chapter’s American Advertising Awards — one of the industry’s largest creative competitions, attracting nearly 35,000 professional and student entries each year across the country. We walked away with a Silver for an external client project and knew we would be back.
This year, we are honored to announce Evergreen Media has won both a Gold and Silver ADDY for two client projects we’ve had the opportunity working on this past year.
Entries that receive the coveted Gold ADDY for being recognized as the highest level of creative excellence are automatically forwarded onto the next tier of the competition. Follow along on Facebook as we hear more details!