Comment utiliseriez-vous les insights consommateurs pour repenser l’identité visuelle de votre marque ?

Revamping your brand's visual identity using consumer insights involves a strategic, data-driven approach. From my experience, start by gathering comprehensive consumer feedback through surveys, focus groups, and social media analysis. Look for patterns in preferences, values, and emotional responses to your current visuals. Previous cases taught me the importance of aligning visual elements with consumer expectations and brand perception. When working with clients, translate these insights into actionable design changes—adjust colors, typography, and imagery to resonate more deeply with your target audience. Ensure the new visual identity reflects your brand's essence while appealing to consumer desires and trends.

Ok, there are two things to consider here. 1st is your brand's personality and 2nd is consumer insights. The revamp must consider consumer insights while staying true to your brand's personality. What I usually do with my brand strategy clients is we will have a discussion to describe the brand as if it were a person. This includes the values & beliefs, culture, attributes, behaviour, tone of voice and look & feel. And then, when I do market research, I will ask the consumers to evaluate the existing visual identity (before revamp) in line with the brand's personality. Using this data, we will revamp the visual identity. So we'll have something that's both true to the brand's personality and resonates with the consumers.

🚀 D’après moi, le recueil de données issues des consommateurs est toujours extrêmement pertinent et instructif ! Il convient de convenir un cadre et un périmètre précis pour ce sondage avec d’obtenir des données quantitatives et qualitatives.

Immerse in consumer insights through surveys, focus groups, and social media analytics. Use this data to uncover patterns in color, font, and imagery preferences, guiding a strategic visual identity revamp.

Keeping trends top of mind is critical for a brand strategist. It allows you to keep committed to your brand's visual communications identity, while ensuring that it remains relevant and authentic to your core audience and product/service offering. While monitoring the impact that design phases and fads have on other brands, the opportunity to stay committed to your heritage, or true to your core market segment will set you apart from the competition.

🚀 D’après moi, oui les tendances du marché et des consommateurs sont des indicateurs à suivre de près pour élaborer une nouvelle stratégie ou une nouvelle identité visuelle.

Combine consumer feedback with current design trends. Don’t just follow fads; adapt trends to suit your audience's preferences. Balance popular styles with what your customers love to create a fresh yet familiar visual identity.

🚀 D’après moi, exactement ! La première chose que doit procurer une marque est une émotion. Grâce à cela, elle se démarque et entre dans le cœur des consommateurs.

A brand revamp project should always be thought out very carefully and strategically, because the brand is the identity of a company and the link between it and its consumers. In any case, when it becomes necessary to change and update, either to reflect a new positioning or to keep up with market changes, the use of branding tools and techniques that take into account the emotions that a given design arouses is mandatory. As much as it has an intangible side, marketing today has powerful research tools, social listening, AI and others, which can support this connection between mapping the emotions aroused and the brand's purpose and promise.

Align your brand's visual identity with the emotions your audience seeks, whether comfort, excitement, or trust. Use consumer insights to choose colors and imagery that evoke these feelings, shaping how your brand is perceived.

Know your competition. Use consumer insights to differentiate your brand visually. If competitors favor bold colors but your audience prefers softer tones, seize the chance to stand out and be memorable.

Don't just look at your competitor's logos & colors. Dig into how the audience feels about different brands. Find an emotional point that's not being filled. If everyone's playing it safe, maybe there's room for a bold, playful identity. Spot emerging visual trends before your competitors do. Be the first to try a new style that might match with your audience's vibe. Standing out doesn't always mean doing the opposite. It could be putting a fresh spin on a popular trend. And don't forget to consider how your visuals perform across different platforms.

From my experience, using consumer insights can really help revamp a brand's visual identity through Customer Co-Creation. For example, we once wanted to update our brand’s logo and overall look. We started by gathering feedback from our customers about what they liked and disliked about our current design. Then, we held a contest where customers could submit their own logo designs or ideas. We combined the best suggestions and invited a few customers to work with our design team. This not only made our new visual identity more appealing to our audience, but also made them feel valued and involved in our brand.