The branding gender check: functionality vs. design

Functional or beautiful design? Men and women have different ideas when it comes to corporate design.Even though the genders agree that branding is important for companies, female entrepreneurs believe more strongly in the positive effect of a logo. After all, 63 percent of women are convinced that it tips the scales when it comes to purchasing and personnel decisions. Although the majority of men also believe this, the majority is less pronounced at 53%.Agreement between the sexes: a professional website is importantHowever, when it comes to the importance of a professional website, there is broad agreement between the sexes. 78 percent of female and 72 percent of male entrepreneurs consider it important. But no matter how appealing a website is designed, if it does not leave a lasting impression on its visitors, it has failed to achieve its purpose. Surprisingly, half of men doubt this fact and 45 percent of women do not attach too much importance to it either. This is particularly surprising in view of the fact that one should assume that customers should become "repeat offenders".Catching customers without corporate design - is less more?The majority of male respondents agree that branding should be "functional and efficient". This is fully in line with common clichés, but the women also live up to this by placing importance on a beautiful design that reflects their own company when it comes to branding requirements. When it comes to developing a logo, 31 percent of women can hardly wait and place an order, while only 17 percent of men consider this urgent. When it comes to choosing a company name, men and women are closer together (24 and 28 percent). Nevertheless, men and women consider other activities to be more important: even without a company name and logo, both genders want to attract customers. This is where 8 percent make the difference (74 percent of men, 66 percent of women). This is fully in line with the "less is more" motto of male entrepreneurs. For women, on the other hand, this approach is surprising, because for them, trust in the brand is the most valuable asset - but this would require a visible brand. "Both genders generally attach great importance to branding, but when it comes to laying the necessary foundations, other tasks suddenly seem to be more important," says Eva Missling, General Manager Europe at 99designs. She adds: "Corporate design plays an important role in customer acquisition and customer loyalty, so it should be given great importance from the outset. After all, a potential customer is more likely to decide on an offer if they can find out about it on a corresponding website and a meaningful company logo serves as a reminder."