WHAT IS BRAND DESIGN?
The language people use to talk about branding can sometimes be confusing. Branding, brand expression, brand identity design and visual brand design are phrases that are often used interchangeably. To help you understand what I do—and what I don’t do—this page offers a brief summary of all things branding:
understanding branding
There are three basic categories that define every brand: The Brand, Visual Identity, and Logo.
While it can seem like the logo is the only necessary visual component of a brand, there’s a lot more that goes into developing a cohesive visual identity. On the most basic level, it is important to consider not just the logo, but colors, typography, design rules and whatever visual elements will affect the way your customer sees you.
There are three basic categories that define every brand: The Brand, Visual Identity, and Logo.
While it can seem like the logo is the only necessary visual component of a brand, there’s a lot more that goes into developing a cohesive visual identity. On the most basic level, it is important to consider not just the logo, but colors, typography, design rules and whatever visual elements will affect the way your customer sees you.
BRAND
Who you are to your customers: reputation, values, history, distinctives, verbal messaging, storytelling, voice, personality. The brand includes customer experience, marketing approach, and all the visual elements of your brand, from logo and colors to typography, design aesthetic and all other visual design assets.
IDENTITY
What the customer sees: logo, colors, typography, illustration, photography, packaging, signage, design standards, iconography and other visual messaging.
LOGO
What your customer sees first: a simplified expression of your brand that identifies you to your customer.
Think of a logo like a nametag. It doesn’t tell your customer everything, but it is key to telling them who you are, and how you can help them. It is a simple way to help your customers remember you and keep your products and services front of mind.
SAMPLE BRAND STYLE SHEET
what does a brand identity designer do?
Brand identity designers utilize your existing brand strategy to create the visual components of your brand. They create logos, colors, patterns, typography, illustrations and entire visual systems to communicate your brand. This provides unique and distinguishing visual appeal that differentiates you from other brands. Brand identity designers don’t design your business strategy, direct employee hires, or define your company culture. Instead, they provide the visual language you need to influence how your customers see your brand. A well designed visual identity helps communicate and shape brand perception and brand loyalty. Clarity, consistency and recognizability are vital to defining your brand.
In other words, I translate your brand strategy into visual language. I translate your brand personality and vision into abstracts concepts, visual styles, and visual assets. I also offer a unique background in illustration and fine art, a skillset that can help set your brand apart.
You might be an existing company dealing with a growing market, or a small business or startup wanting to establish your reputation. Perhaps you’re wondering whether an investment in your brand design is worth it.
Not every business needs the same thing, but if you are in an industry where good design and clear visual communication can grow your business and profitibility, you may want to explore what an identity designer can do for you.
If your business has grown, the market competition or customer based has changed, or you’ve redefined your mission, be sure to consider if your visual identity is what it needs to be. A brand update, or a more clearly designed brand image might be right for you.
BENEFITS OF GOOD BRAND IDENTITY DESIGN
LOOK GOOD
People are drawn to beauty. Beautiful branding inspires interest and indicates your brand’s desire to connect with customers, to meet them where they are. It shows that you value their experience.
STAND OUT
Careful branding can differentiate you from the competition and make you memorable to your customers. Help them remember who you are.
INSPIRE LOYALTY
Design that fits your brand deepens your connection with your customers and reinforces their positive experience with your brand, which can translate into returning customers.
ESTABLISH TRUST
Good design conveys stability. Whether you’re a new company or long established, you want your customers to know that you are reliable and trustworthy.
DO YOU NEED IDENTITY DESIGN?
Not every business has the same needs. You might be a service business that gets most of your work from referrals. If your branding is working for you, that is excellent! In case you’re not sure of your needs, I’ve provided a few questions to help you analyze your current brand design and consider your future needs.
THE SCALE OF YOUR BRANDING NEEDS
Not every business has the same needs. If you are a service business that gets most of its clients from referrals, you may not need a full scale brand package. That being said, it is also important to remember that whatever design assets you have do affect how people see you. Remember that your logo is the public face of your business, and so it is important to make sure that it reflects your brand. If you have a changing customer base, whether that is because of growth, or changes in the market or technology, it is important to make sure your business identity is still a clear reflection of your company. If it no longer represents your brand, it is time for an update.
CONSIDER:
Does your logo function well for your current communication needs? It might have been designed to read well on paper, but does it function as it should for social media, mobile apps or websites?
Does your logo reflect your business? Maybe you’ve added services, changed locations or sharpened your mission and vision. If so, your visual branding should reflect these changes. It should tell your customers more than who you were. It should tell them who you are and what you aspire to in the future.
How does your logo compare to your competitors? Modern technology has made the business world more competitive. Do you have competitors whose brand design is getting more client interaction? What design updates might help you keep your edge in the market and grow your business?
Does your current logo look unprofessional? While budget is always a consideration, it is important that your brand design not look amateurish or inexpert. Get an honest review of your logo from a professional with design experience. In a world that puts a premium on good design, it may be worth considering an update.
Is your logo cluttered or complex? While it is tempting to make your logo say everything about your brand, that is not really feasible or advisable. A good logo should be clear and memorable, but it should also allow you to communicate across various mediums and at various scales. Sometimes, this requires a redesign, and sometimes it calls for an expanded logo system. Consider how your logo might be limiting to your business.
YOUR BRAND STRATEGY
Your identity design should be based on your brand strategy. Have you ever identified a company without ever seeing the logo? Successful companies consider all aspects of their brand as they develop their brand design. When you see an ad for coffee in green, black and white, can you intuitively recall what it’s like to sit in the coffee shop? While the logo plays an important role in identifying your brand, there’s also a lot more that goes into it. Your brand strategy is the starting place for everything you do, including your brand identity design.
Think of brand strategy as a roadmap for your business. It communicates your vision and your goals, both internally to the employees of your company, and externally to your customers. Your strategy defines your values, your methods, and the specific steps you’re going to take to achieve your goals. It takes into account strengths and weaknesses, opportunities and challenges. It communicates your band personality and your messaging. It includes your sources of inspiration and defines the problems you aim to solve.
A brand strategy doesn’t necessarily have to be complex, but it should be clear.
Building on your brand strategy, identity design will help you connect with your customer. It will enable you to communicate your vision to your desired audience and help inspire them to take action. If you have a clear brand strategy, it is time to look at the visible components of your brand. What do your customers hear? What do they see? If your visual brand assets don’t communicate your brand the way you’d like, it might be time to consider a brand update or redesign.
YOUR PLANS FOR GROWTH
Brand identity design needs are different for every company. Some businesses rely heavily on the visual appeal of their brand to grow their business. Others do not need a large array of design assets, but only need a clean and simple design plan to communicate clearly.
Before you begin a brand overhaul or update, it is useful to have a clear sense of your goals:
Would you like your business to grow? If so, what do you envision when you see your company’s future?
Has your brand changed over the years? Does your brand identity reflect the company you want to be?
Does your brand identity communicate effectively to the customers you want to reach?
Does your brand identity inspire trust in the investors you want to attract?
Does your brand identity stand out from your competitors now and your future competitors?
GETTING STARTED IS EASY
I hope this page has been helpful to you as you venture on your branding journey. If you’re interested in seeing how my services can help answer your branding needs, let me know!