Art director Paul Rand once said that design is the silent ambassador of your brand. In today’s competitive market, having the right branding can be the clear-cut element in making your product stand out.
Small businesses might settle for a simple company logo, but companies rely on branding to instil trust and loyalty in their customers. It is a way of communicating a company’s values and goals through marketing collateral, websites, logos, and uniforms, among other things.
If you’re looking to create your company’s brand design, here are five simple things to remember during your creative process.
Before we get started, let’s first define branding. In business terms, branding is a unique symbol, design, sign, words, or a combination of these, used to form an image that will identify your product from its competitors.
In other words, it is the culmination of all the aesthetics and catchphrases that customers associate with your company’s identity. The most powerful brand identity is synonymous with quality and credibility.
GOALS AND PERSONALITY
For you and your team to effectively and efficiently create a unique design, first lay out the company’s persona and goals. These will be the foundations of your branding. It would be best to have a clear idea of how you want to be perceived by your customers for your design to be effective.
Designers can never stress enough how vital defining a company’s priorities and values are before designing. Without them, your branding would essentially have no clear direction.
USER AND MARKET RESEARCH
Although your company’s goals and personality are the foundation of a strong brand, you still need to know what types of design work and what doesn’t. As such, research is key.
Designers look to immerse themselves in the market. You should know the peculiarities of your target market. Know your competitors’ strategies and learn from them. Having concrete data can take your design to the next level to make your brand stand out.
Your logo is the most basic mark of your brand identity. It will be the most prominent symbol of your brand image, and it should have a strong connection with your audience.
It is important to compare your design with your competitors before finalizing or rehashing your logo. Moreover, you should avoid unnecessary similarities if you want to be easily recognized.
The company logo isn’t the only important aesthetic when it comes to branding. Although the logo is the focal point, other effective strategies use different elements such as typography or mascots.
Finding ways to personalize your brand is always a plus. Having unique typography is one way of differentiating your marketing from others. On the other hand, mascots can serve as a tool for communicating your message to your customers.
CORPORATE BAND STYLE
When you have your logo and visual elements to a tee, it is time to integrate them into the different aspects of your marketing. All these will be your corporate branding, culminating in the company’s identity, from marketing collateral to uniforms and even business cards.
The brand design determines the company’s identity. Make sure it fits the company’s personality, and the market will perceive it for what it truly is.