As the visual impression becomes the embodiment of the brand, more than any other aspect of brand impression, businesses need to remember that brands require proper nurturing through a well crafted brand strategy and development path. People respond to images instinctively based on their personalities, associations, and previous experience. This means treating your brand and its every touch point as a representation of your business to the consumer. Ultimately, you can’t fool the consumer - his or her value of a brand is based on how they find them. Respect your brand and it will deliver results.
In a world of infinite consumer choice, a strongly packaged brand should offer protection and carve out for you a point of difference that can protect you against consumer brand hopping. Perhaps even more significantly, a strong visual impression can provide the key to unlocking higher margins as you drive an emotional point of difference in addition to a rational one.