What is Brand Designing?
Creating, refreshing, or redesigning a distinct identity for a service or product is known as
brand designing. Sometimes, this encompasses the total brand experience of an organization or
company.
Brand designing is one of the crucial marketing practices of creating the logo, design,
name, brand messaging and symbolic elements related to the brand to create a unique identity as compared to other brands in the market and supports product differentiation. It is one of the foremost
practices of the branding process and should be exclusive in nature.
The following design components should have the following brand identity elements:
Logo
Tagline
Website
Marketing collaterals such as leaflets and brochures
Product Packaging
Staff uniform
E-mail signature
Business card
Social media pages
Hoardings and billboards
Design-templates
Brand designing should start from scratch and involve all key members of the management
and marketing department so as to brainstorm together. This is because the finalized
design reflects the face of the firm and will exude a strong brand.
Check out is it time to rebrand your company or product?
The overall brand design should align well with and complement the brand objectives,
ethos, fundamentals, and values of the company and carve a distinctive corporate identity.
The selection of message, story, colour palette, typography, and design strategy should
complement the business’s personality.
Brand designing is also associated with every expression of the brand, the way
management handles its customers and exceeds customers’ expectations. Brand
designing is one of the central aspects of the overall branding strategy.
How Is Brand Designing Important?
Lasting impression
It is important to present the brand design and the related visual communication aesthetically to the market. This ensures an instant registration of the brand in consumers’ minds as well as a lasting impression. This boosts brand recall factor.
Focusses on the business DNA
The brand design should match with the goals, objectives, ethics, and values of the
organization. The design elements and language of the company should reflect these
factors. When these aspects are taken care of, the nature, personality, and DNA of the
business are communicated professionally to the customers.
Intangible asset
The brand is an intangible asset of any organization because it is stable and constant in
nature. It offers long-term benefits to the organization.
Sets expectations
Brand design is the first step to introduce a brand to the market. When the consumers are
positively aware of the brand, the expectations are set. This establishes a stable
relationship between target customers and the company.
Competitive advantage
An organization can carve a distinctive niche in the market if it has an aesthetically
designed brand and attractive strategies. The organization, thus, gains a competitive
advantage.
Generates referrals
While designing a brand, it is important to remember that the customer is the best brand
ambassador. Keeping the customer happy generates referrals as well as ensures quality
leads for one’s business.
Emotional connect
A well-designed brand connects to the customers at the emotional level and creates a
positive perspective in their minds towards the brand.
Brand recognition
A good brand design registers itself in the consumers’ minds and creates a lasting impact.
The brand can be recognized through its font, logo, design, colour scheme, and the like.
Steps of Brand Designing
According to American graphic designer Paul Rand,
“Design is the silent ambassador of your brand.”
Nielsen’s Global New Product Innovation Survey reflected that nearly 59% of
people prefer to buy new products from brands familiar to them.
The brand designing process starts with making note of who one is marketing to and
understanding how to position one’s brand to attain the marketing goals. There are four
chief principles of the brand designing process.
The first principle – Brand Logo
The most successful brands have memorable logos that fit with their brand images as well.
For example, Apple’s logo suits its products that reflect ease-of-use and stylishness.
The different types of logos are Icon (Apple), Word Mark (Samsung), Combination
Mark (Icon & Word Mark, Huawei), Icon and Letter Abbreviation (IBM), Emblem
(Levi’s), and Legacy (KFC). The chosen logo should be eye-catching and represent your
brand accurately and following the latest graphic design trends.
The second principle – Color
Different colours represent different emotions. Green means sustain