Opinion makers: Lindsey Moore on the need to be daring with brand identity

By Alistair Houghton on Mar 13, 08 06:18 AM

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IT WAS once said "all progress occurs because people dare to be different" and in business this is especially true.

Leading companies recognise that the development of a successful brand is a critical component of their business.

Effective design can distinguish you from your competitors. You neglect the powerful impact design can have at your peril.

In every sector of business, there is a very safe style of design that is often somewhat lazily adhered to, meaning that corporate identities can become indistinguishable.

Finding creative ways to harness your unique selling points is vital in order to connect with your target audience: it's essential, then, that you dare to be different.

A brand like Apple is a perfect example of how to distinguish yourself from the crowd. Their innovative design, in terms of both products and advertising, breathed fresh life into the usually stale world of computing. A business that began in a garage is now one of the leading global brands and has nearly 10% of the market share.

In Liverpool, there is a vibrancy that Liquid feels should be reflected in the design sector. We have tried to give the brands a fresh path to follow.

We recently worked on a complete re-branding of the Liverpool-based healthcare providers Medicash. The world of healthcare can often appear drab and impersonal, so we developed a fresh brand personality which helped to accurately reflect Medicash's modern approach. Through effective design and a striking visual identity we helped communicate their friendly and professional service.

The importance of design then: making your business heard amid the noise.

LINDSEY MOORE is Client Services Manager for Liquid