BRANDS may work subtlety but they work hard!
Businesses often find it difficult to justify why they should implement a well executed Brand as they don’t relate to it as a tangible object or something of value. It’s worth considering however that the public form initial perceptions (and ultimately purchasing commitment) from your product or service based on the first few seconds of encountering your Brand within any given environment. If the right messages or values are not communicated instantly through the design, potential business could be lost at the first hurdle.
With business markets becoming increasingly more competitive it makes even more sense to employ design to communicate effectively and with focus. Generating or refreshing a Brand that can dominate and achieve positioning amongst direct competition has clear advantages.