Businesses that have a strong brand design perform better than businesses that don’t. Why is this? Design is an important aspect of strong branding, and branding plays an essential part in every business and marketing strategy. Having a clear and strong brand design will convey to customers what your business values and how it is different from the competition.
Branding doesn’t just impact customers, it also influences how employees feel about the company and change the level of passion they have about the work they are carrying out as well as how hard they work. Strong brand design improves all aspects of the business and makes the business and its employees perform better.
How To Create A Successful Brand Design
Creating a successful brand design is a necessary process that all businesses need to go through so they can effectively sell their products or services to customers and convey themselves in a way that best represents the business, its values, and goals.
1. What Is The Purpose Of Your Brand
When creating a successful brand design the first thing you want to do is figure out what the purpose of the brand is.
There are a few questions that you can answer to get a start on identifying your business’s brand.
- How are you different from the competition?
- What kind of personality do you have?
- How do you want customers to talk about your business?
- How do you interact with your customers?
- What 5 words best describe your business?
After you have answered these questions, you can use those answers to create the foundations of your brand design. Since these will be the core values of your business, you need to take your time and identify the truth about your business and what you want it to represent.
This is one of the most important steps as everything else will be built on top of what you discover here. The conclusions you reach here will inform future strategies, they will strengthen the company culture and help maintain consistency internally and externally. This step will help decide how far your business goes and how successful it could become. If you are unsure about this step, then ask for help from a brand strategy firm.
2. Conduct Market Research
If you want to find the correct position in the market to increase the chances of success, then you need to understand the market. If you try to build a brand without first knowing who your target audience is and what competitors you are up against, you will not get far.
You need to know what your competition offers and who they are. This will help you identify how your business differs and what makes you unique. You need to also know who their target audience is, this will help you figure out if you are targeting the same audience. Additionally, this will help you identify any gaps in the market that you may be able to fill and gain a competitive advantage.
To help you understand the market you are a part of, you could create buyer personas to gain a better picture of who your customers are, and you could conduct competitor research to help you differentiate yourself and position your business competitively.
Why is market research so important? You need to make sure your brand design isn’t the same as your competition so you are unique, but you also need to ensure your brand design remains within the guidelines and limitations of the market, so you can attract the right customers.
3. Developing Your Brand Identity
With everything else done, it’s time to start developing the different brand elements that make up your brand identity. These elements need to be consistent and recognizable, so your business’s identity is conveyed correctly and brand recognition increases.
There are numerous elements involved in this step, and you need to focus on all of them equally to ensure they are the best they can be, as these elements will be representing your business to the world. These elements are:
- Brand Name
- Brand Logo
- Colour Palette Used Across All Designs
- Tone Of Voice
Having to design all of these different elements and remaining within a guideline to be consistent can seem difficult and a large undertaking, but it will be well worth the time and effort. You can also enlist the help of top brand strategy consulting firms to walk you through the process and help you create the best possible designs that convey exactly what you want.
Creating a style guide will help you remain consistent with any future changes to the brand design you currently have and are creating. A style guide will outline how your brand design elements need to look and how they need to be used. The style guide will influence the above-listed elements across all aspects of your business and ensure consistency is maintained.
4. Creating Brand Awareness
Once you have finished creating your brand design you need to start increasing awareness of that brand. Just creating a strong brand design isn’t enough, people need to know about it, otherwise, what good will it do.
You need to start working on strategies that will help share the brand design and your business with the audience you want to target. The marketing strategies you use should have your branding as their core as this will strengthen the message you want to share with the world and reinforce the values and mission of your business. This can be a difficult task, especially for smaller businesses, which is where brand strategy companies come in. They can help you figure out exactly what you need to do and how you should do it.
This isn’t a one-time step, you need to continuously create brand awareness using different strategies so you can build brand recognition and cultivate customer loyalty.