If we talk about the representation of a company, brand design is probably one of the most important things to take into account, both for companies that are just starting out and for those that have been in the market for some time.

Without this process there is no identity or a clear reference to the business and its proposal, which allows it to consolidate itself in the memory of the people and present a coherent and reliable image.

As it is such a basic aspect, but which at the same time covers different edges, in the following lines I will explain in greater depth what brand design is and what a service oriented towards its development includes.

What is brand design?

It is a process that encompasses branding and corporate identity, which includes a series of key elements such as the logo, typography, color combination and other design aspects that ensure that a brand has a visual essence and can be easily distinguished. . At the same time, it integrates the tone of voice, personalization factors, and even the selection of interaction channels and brand disclosure.

In short, it has a comprehensive approach and is the vehicle towards a clear, well-defined and personalized brand identity , which will be transmitted in a uniform and standardized manner through all the company’s contact points, both physical and digital.

Importance of brand design

Although it depends on each sector, the digital space is increasingly saturated with a large number of brands with similar messages, products and services.

Just like a custom-made dress or suit that only fits you and sets you apart from everyone else, brand design is that look that grabs attention and stands out from the crowd.

In addition to this, let’s see other important reasons that explain why your company should bet on a well-defined brand identity:

• Emotional connection: the connection that a brand creates with consumers often reaches an emotional level, generating a positive space and a positive assessment of the products or services.
• Competitive advantage: as we mentioned, having a unique brand aligned with a solid strategy (attractive logo, a slogan that is hard to forget, a website that is pleasing to the eye and useful for users…) allows the company to occupy a remarkable position in the market.
• Reduce piracy: think about the best and most recognized brands in each market, such as Nike, Google, Amazon, Nestlé and L’oréal, and the value each provides for their customers. When a brand is consolidated, the user is much less likely to change it for “piracy”, such as replicas or simply much cheaper and lower quality options.
• Generate more customers: customers are the main ambassadors of the brand and, logically, when they value a brand as trustworthy and consistent, they are much more likely to recommend the product to their friends and family.
• Generates more loyal customers: one of the most attractive benefits of building a strong brand is that once customers know about it and have had a positive experience, they look forward to upcoming offers and news, leading to a fruitful relationship for both of you. long term
• Build trust: users tend to trust companies with an established name and identity more than those without a clear image and personality.

Main elements of brand design

In order to develop a strong, attractive and consistent brand design , there are some key basic elements that need to be created and defined. We present what they are below:

• Purpose and positioning;
• Logo;
• Brand name;
• Color palette;
• Typography;
• Voice tone;
• Style guide;
• slogan;
• Support graphics of the brand.

Brand design: how does this service work?

To better understand how the brand design creation process works , let’s take a look at what it typically entails:

1. Initial approach

The first interview serves so that both parties – the brand and the design and development provider – can get to know each other, define the needs and establish what the project will be like.

It depends on the methodology of each study or provider, but in this first approach you can talk about scope, delivery deadlines, project phases and fill out a design brief to know in detail what the client needs.

2. Research of the competition

Once the formal aspects have been defined, it is time to research the competitors to understand their ideology, approach and strategy in order to have a competitive advantage when the brand design is presented to consumers.

3. Design creation

The first sketches and designs begin to be created according to the needs of the brand and competitive research. The color palette, the typography, the tone of voice are chosen, the logo, the brand name and any other graphic element are created, both for use in digital and physical media.

This part of the process can be repeated and adjusted several times taking into account the opinion and feedback of the brand.

4. Put it all together and deliver it

Once the final adjustments are made and all the designs are ready, the elements are placed on a brand board where you can get a great overview.

This makes it possible to delimit a clear style guide and establish the parameters of the identity that will accompany the brand in all its stages.

 Remember that, as the economist and marketing expert Philip Kotler said, “if you are not a brand, you are a commodity”.

Having a consistent brand, resulting from a specialized design and development process, will give your proposal an identity and allow it to add value, avoiding it being temporary and irrelevant to its market niche.

Extra advice

In addition to brand design, trends in 2023 indicate that consumers are preferring visual/video content, which allows you to wrap more information to excite and provoke attention in the audience, which is why tools like Vidalytics, will help you understand the specific interest of your viewers, in real time. 

We invite you to learn about our partnership with Vidalytics, you can access freemium services and grow as your projects grow.