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What is Brand Design & Why its important?

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6th Feb, 2023
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What is Brand Design & Why its important?


Brand design is the process of creating a visual identity that the brand can use to communicate effectively with its prospects. A strong brand design helps a business to highlight its unique personality and increase its value proposition, which is essential to building a successful image in the industry. Over 55% of a brand’s first impression is its visual elements, and establishing a strong brand image through it can cement your place as a valuable contender. 

A good brand design has a lot of positive benefits, such as building loyalty amongst customers, building reputation, and so on. Keep on reading as we delve deeper into the concept of brand designing, why it is so important, what are the elements of it, its significance in the present-day market, and many more. 

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Overview of Brand Designing

Brand designing can be described as the process of creating visual elements that represent the uniqueness of the company and its products/services. 

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Designing a brand includes processes like developing logos, selecting colour schemes, and determining a brand font, along with other areas like packaging and messaging. The brand design aims to create a harmonious visual identity that can help the consumers distinguish and remember the brand. 

Brand designing is crucial since solid brand design can help a company stand out in the market and gain a competitive advantage. Some companies take brand design so seriously that they trademark some of their brand elements, such as the brand colour. 

An example is the colour trademark done by the famous fashion brand Tiffany & Co. The company has trademarked the shade of blue that they use in its logo and packaging. The colour was initially named “robin’s egg blue,” but after the colour trademark, it is called Tiffany blue. 

Apart from that, a well-thought brand design can help the business acutely convey its values, mission, and visions and communicate well with the customers. Therefore, brand designing is more than just making something look good but also represents the right message to the right audience. 

Why Is Brand Design So Important?

There are four main reasons why brand design is so crucial for any business. That is, creating brand value, generating new customers, boosting employee pride and satisfaction, and creating trust within the marketplace. 

1. Creating Business Value

If a business is aiming for the long run, it must opt for a good brand identity design since it helps them establish the brand better and increases the business as it gets more value in the industry. The more powerful the brand design, the more appealing it will be for the investors to invest. 

Since a brand design incorporates the value and vision of a company, the stronger the brand design will be, the better reputation it will have. Therefore, brand designing is an asset to a business that helps increase its overall worth of the business. 

2. Generating New Customers

Retaining customers purely depends on how good the service/ product the brand offers, but good branding is a charm when attracting new customers. Strong branding never fails to leave a positive impression on the prospects since they believe that they understand the brand’s values and visions. 

It creates a sense of familiarity and trust, making them comfortable doing business with the company. The brand design also adds up to the brand’s reputation, and customers are most likely to make purchases from a well-reputed brand. 

Besides generating new leads, consistent brand design and reputation also help build brand loyalty. 

3. Finding Better Talent

Employees are the foundation of a business, and to grow a business more substantially, it is a must to have a talented and hardworking employee base. Better talents always want to associate themselves with well-established brands. 

It is mainly because better-branded business not only boosts their pride and social status but also adds a sense of job security. Working for a brand that is well-reputed and held in high regard in society makes working in the company more enjoyable and fulfilling. 

Employees work as the first line of communication for any brand. Therefore, if they are proud to work with a brand, it will reflect through their conversations with the prospects and eventually bring better sales. 

4. Building Trust In The Market

The reputation of a business in the marketplace simply boils down to how the customers perceive it and how much they trust the brand. Thus, creating a positive and trustworthy image not only helps a business to get more clients but also grows its overall trust in the marketplace. 

Therefore, brand designing is a powerful tool for building a successful business. By communicating the values of the business through the different elements of brand identity design, a business can significantly increase its value proposition and highlight its uniqueness in the market. 

What Are The Four Elements Of Brand Designing?

The four main elements of brand design are visual identity, messaging, voice, and values. 

1. Visual Identity

Visual identity can be described as the visual elements that build the brand, such as the logo, colour scheme, fonts, and images. These elements must be in harmony throughout all the touchpoints and should acutely communicate the brand’s persona and values. 

2. Messaging

Messaging refers to the language that the brand uses to communicate its values to consumers. The element is crucial for a brand to define its value proposition and differentiating factors. The brand message should always be clear, concise, and compelling, and it must highlight the USP of the brand. 

3. Voice

Voice is simply the brand’s tonality and its unique way of communicating with the audience. It can be positive and inspiring, humorous, proud and exclusive, considerate and simple, highly emotional, absurd and weird, etc. 

Like visual identity, the voice must be consistent throughout all the touchpoints and effectively communicate the brand’s personality and values. 

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4. Values

Values are simply the beliefs and principles that the brand believes and follows. The values should be unique and consistently communicated through all the other elements. 

Therefore, designing a brand is a comprehensive process that includes creating consistent visuals, messaging, voice, and values and communicating them acutely to the audience to highlight the brand’s uniqueness and value proposition. Impactful brand designs are necessary to gain a competitive edge over other brands of the same niche and build customer loyalty. 

However, it is crucial to understand that the process of brand identity design is more than just coming up with any logo or tagline that is aesthetically pleasing. They should convey what the business stands for (i.e. luxury, sustainability, affordability, etc.). 

Besides, brand design is not a one-time event but a constantly evolving one. The values may remain the same, but the voice, messaging, and visuals need to be adapted based on the market demands. 

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How Does Branding Design Influence Customers?

Humans are often impulsive buyers, purchasing things they think relate most to them. A successful brand design never fails to fit with the targeted customers’ “self-image.” 

It is crucial for a company to understand what exactly its brand stands for, how it can be assimilated visually and how it can align with the needs of the target audience. 

The perception of a consumer then influences their purchasing decisions. A business with a well-established brand will be at the top of the list when the customer is planning to make a purchase in their market. Consumers who are not very knowledgeable about a product always associate quality with the brand’s value. 

Good branding also helps in aspects like peer influence and word of mouth; businesses can not deny how vital and influential peer influence can be. 

For example, brands like Apple and Tesla have powerful brands. In the beginning, they had to put a lot of effort into the brand design to bring the brand where it is now. But now, they can go easy on that segment since many of their leads are generated through peer influence and word-of-mouth. 

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In conclusion, brand design is essential to building a successful business. Especially if it is a startup, it should have a solid brand identity in order to make an impactful entry and leave a positive first impression. 

If you want to learn similar important concepts like brand design that can help you land a high-paying job or support your entrepreneurship journey, then check out the Advanced certificate course in Digital Marketing and Communication by upGrad. 

Deloitte reviewed that five out of six learners got positive career growth after completing this course. So enrol now and start upskilling yourself with SEO, SME, Market analytics, and many other in-demand subjects!

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Robin is an experienced digital marketing savvy, Search Engine Analyst with expertise in domains that includes online shopping, online ticket booking, travel/hospitality, healthcare/medical, EdTech, software products, chatbots, real estate, and more.
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Frequently Asked Questions (FAQs)

1What Does Branding Design Include?

Branding design includes various elements like the company's mission, vision, values, voice, etc. These elements are represented through logos, typography, colour scheme, and tonality.

2What Is The Difference Between A Brand Designer And An Art Director?

A brand designer is responsible for creating and maintaining the visual identity of a company/ brand/ product. This includes designing logos, packaging, and other aspects of branding. In contrast, an art director is responsible for the visual direction of a project or campaign. This includes overseeing the work of the designers, photographers, and other visual artists and ensuring everything is in harmony.

3How To Be A Brand Designer?

A brand designer typically has a combination of degrees and experiences, such as graphic designing, marketing, and branding. One can start by pursuing a degree in graphic design and then gaining experience in the field. They can further join a company as a junior designer and develop their portfolio. At the same time, candidates can apply for a management degree that can help with marketing and branding or get a certification in brand design.

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