In the modern marketplace where online retailers and brick-and-mortar stores alike are vying for customers, a product needs to stand out in the crowded marketplace. This noticeable affect or establishing an identity is an aspect of DESIGN in BRANDING. Thus branding becomes the visual language that expresses the personality of the product or service. Branding is defined as “the promotion of a particular product or company by means of advertising and distinctive design”. Without the use of proper design, a brand can either go unnoticeable or completely be disliked by customers.
Design is the foundation in branding a product/company.
What is design in branding?
The graphic design of the brand augments to convey a message and build a perception that public holds of a particular product, service or a company. So, whether you’re designing to establish a new brand identity or to rebrand your current company, the brand guideline is to maintain consistent design across print, web, and mobile channels. Your logo design, color palette, and the fonts used in business cards, websites, packaging, and signage must be in sync across all customer touchpoints. The more cohesive and consistent your design is, the more lasting, recognizable, and lucrative your brand identity.
DESIGN focus is the key element in BRANDING
There are millions of products in the market, some more easily recognizable than others. The key here is good design in branding. Branding connect your product/service/company with a potential customer. From social media ads, television ads, emails, handouts, packaging, and more there has to be a marketing strategy and advertising budget to create the brand.
Three main elements of Brand Design, are
- Logo, and
A brand specialist / digital agency understands your brand has only few seconds to make an impression, on a customer. Thereby the visual element has to be striking. The colours and text used also play and important part in designing the Name, Logo and Tagline of the company/Brand.
- Name: Your brand name should be unique and easy to pronounce, read, and remember.
- Logo: The logo is the face of the company. It is a visual identity of your brand.
- Tagline: It is the phrase that sticks in your customer’s mind and helps them to identify and differentiate your brand among others. It is a quick, catchy way to communicate your value proposition.
Tie it all together with name, logo and design and you are on your way to creating a successful brand.
Why brand design?
With the world going digital and personal interface reducing, one has to rely on a brand design to be powerful enough to convey the message to the target audience. A good brand design reflects how the brand looks and feels. The design is a combination of colour palette, language, typography, image style and logo that help to illustrate your brand. Following are the reasons why design is important in branding.
1. Communicate without words
Visual representation of a brand through design that has colour, logo, image, etc. helps to communicate and create a brand message and explain the product/service without using verbal communication.
2. Stand out in competition
There are hundreds of companies that sell the same/similar product but what makes a customer reach out for your product is the brand image e.g. choosing a Dyson Hairdryer over a Phillips?. The detail designing on the package also helps customers to easily identify and differentiate your product from that of competitors/close copies.
3. Leave an impression
The best way to leave an impression and have high brand recognition is by building a powerful logo. The classic example is the bitten apple logo that appears in every product manufactured by Apple Inc.
4. Create corporate identity
Design helps in building a strong corporate identity. If the design is consistent within the entire range of products and if they identify it as your brand, customers will assuredly reach out for the product knowing it is backed and associated with your company.
5. Build trust
A brand design adds an intrinsic perceived value to a product/service. By providing valuable content, by acting responsibly, and connecting with customers brand loyalty increases.
6. Command higher rates
A design that leads to establishing a brand can also help the company to command higher price for their product/service. A well-established brand increases financial value of the product.
7. Generate new customers
When your design elements help people to easily recall your brand, it automatically generates word-of-mouth publicity. Besides, if the advertising campaign has touched an emotional chord with the consumer, he/she will reach out to try your product. Colour, logo, packaging, and brand name silently attract and persuade a potential customer to purchase the product.
8. Boost employee pride
When your employees are aware of your established and respected brand, and they completely align with what your brand stands for, it can improve their job satisfaction and boost pride in their work resulting in lower staff turnover rates.
9. Showcase the benefit
If a design element can immediately showcase the benefit, it provides an added advantage to connecting with the target audience who is looking to fill in the need.
10. Build corporate campaigns
Design can help develop corporate campaigns along with product-specific advertisements. Company can inspire trust with similar design elements used in both to form a strong connection in the minds of people.
After all, DESIGN is the silent ambassador of your brand.
What do designers create?
Creating a brand image means having a consistent design throughout the every component that is used in digital marketing and promotion of the product/service. From handing over your visiting card to a potential buyer, to interacting with customers on social media, various areas require design in branding. The designers assist with –
- Social media content
- Print and digital flyers
- Visiting cards
- Brochures and booklets
- Videos and animations
Tools for graphic designers
Designers are required to design various mediums of promotion. The ability to use multiple design elements with cloud will depend on the tool used. In the design process, there are tools for UI and UX. Few can work for both but here below are 5 distinct tools in each category-
For UI Designs
- Adobe XD
The above User Interface (UI) tools help to facilitate designers in what they need to design. They offer mock-ups, prototypes and accurate hi-fi wireframes thereby improving overall user functionality.
For UX Designs
These User Experience (UX) tools focus on the user. They help a designer to structure the information and the flow to create an experience. UX tools assist the designer to conceptualize the final content in a way that will help to maximize the user’s experience.
The latest and highly sought after is Anima that helps automate the design-to-code process for teams that are building digital products. Anima helps to create high-fidelity prototypes for websites, apps, and landing pages right inside Sketch, Adobe XD, and Figma and to convert the XD design to working HTML and CSS code automatically with a single click. Design teams can now get high quality websites and landing pages produced much faster.
A design can make or break a brand. In today’s world of cut throat competition there is great importance given to design to create a brand image. It is common knowledge that millennial buyers have an attention span of 12 seconds and Gen Zs just 8 seconds. So, let your design make a memorable first impression!