We were told growing up that looks aren’t everything, and although that may be true in some cases, it is not when it comes to BRANDING. You can have one of the greatest hunting, fishing, or shooting products/services in a decade, but if you branding looks like it was done with crayons, then your product/service will suffer.
Looks matter in branding, and must be in line with your target audience. Whether you decide to go “Apple” clean or “Grunt Style” grunge, the direction should be led by your consumers. Far too often brands build their assets for themselves, however, ultimately it doesn’t just matter what you want…it matters what appeals to customers.