Nowadays, small business and corporations have experienced an awareness of the significance of brand building and promotion. Many big organizations spend a huge volume of data via internet, print and television media. They can afford to spend such a big budget, but, spending too much of cash on promotion can land a business in trouble as it may find itself running out of finance for important expenses. This point of view should be deemed particularly with the small and medium scale businesses. The small and medium businesses need to grow and thus they need to carve-out a unique and inimitable identity for themselves. Awareness is not enough as one need to be in a position to effectively introduce the business so that its image gets engraved in people’s minds.
For a company to be recognized easily, brilliant graphic design services are essential to invest in. Human beings are visual by nature and respond faster to images than to text. The key behind developing excellent business branding encompasses a unified approach, using impressive design to the company’s promotional materials, premises, products and stationery, and also to the whole web presence, for the purpose of instant recognition of brand by customers.
The most remarkable project that a graphic designer can embark on is designing a logo. It can be daunting and stressful coming up with logo options according to the market research, and come across some “design magic” via the experimental process. Narrowing it down to the final official logo and then seeing it out in the world can be such a rewarding experience for every designer. Conversely, most of the time, a logo isn’t enough. Big organizations with several management layers need a thorough brand identity system that offers a unified vision and tools that aid everyone in building the brand. What is the difference between a brand and an identity and how do they aid in selling a business?
A Brand refers to the perceived image and ensuing emotional response to a business, its products and services. It as well denotes the discussion that customers have with each other concerning the business, and how it spreads. It’s an expectation or story that makes customers choose one product or service over the other.
An Identity defines the visual devices used in representing a business/company. Identity systems are a visual components bundle that’s paired with style guidelines and used as a framework for ensuring the corporate image is unified and constant. Some of these visual devices that leverage the brand elements and style strategies include: packaging, stationery, signage, messaging, marketing material, and digital projects, and so on.
A brand has to be unique, to distinguish your company from the competition – one that I stumbled upon recently is Uunique, it stuck with me because of their products. They have some funky phone cases with interesting designs which I really like.
Now let’s go through the steps involved in designing a company brand.
How to Design a Memorable Brand
1. Strategy from the start
Before the company starts working on a new brand identity, it needs to draw up a brand strategy to create a set of values and plan upon which it agrees with the client. If this does not happen at the beginning of the project, the client will have no point of reference against which to gauge whether the creative concepts are relevant.
2. Know your customer
A lot of companies strike out because they do not do their homework. The company needs to first determine the kind of people it will be targeting based on age, gender, lifestyle, profession, etc. For instance if the audience is kids it might want to include related characters and bright colors. It can as well watch kids interact with the products, and see what appeals.
3. Do your research
Understand the personality of the brand; its history, function and the philosophy behind it. Extract every nuance of the clients and the company’s purpose, including the proposed market, how it needs to be perceived, and formats and outlets for where it wishes to promote itself.
4. Gauge their expectations
It can be a valuable exercise asking clients to do their own survey into finding references for their branding: it will soon be clear what they like, and usefully, how broad their understanding of design is.
5. Check the competition
A company should study the colors, typefaces and visual styles that are used by rivals, and then come up with something that’s truly unique, positioned further away from them all. It ought to think of the diverse uses, sizes and colors of the design and then standing back and considering it with its client hat on.
6. Logo flexibility
Can the company have a constant logo that’s still identifiable but for its variety as well. The logo should range from rigid to flexible, and this makes variety to be part of its graphic identity too.
A company may decide to use a funny, appropriate and cool brand. By using humor and wit, it puts the customer in the know. This makes the visitor feel in on a joke and this heightens their experience.
There’s more to effective business design than simply creating a nice logo, although that’s a nice place to begin. Here are 5 essential areas where a business can apply graphic design in building its corporate brand and identity.
This is the first point that most companies start when building their brand, and it’s a symbol that intends to express an organization’s values, spirit and ideology, all on one memorable little image. Logo designing is where graphic designers meet insight and vision to seize the impression of their brand. It’s essential getting this right, as the rest of graphic design, brand designing and identity building grow from here.
A logo is the central, distinguishable visual element that aids customers in discovering, sharing and remembering a business’ brand. Usually it is in the form of a mark or symbol, logotype, or a blend of the two. A logo should be:
There’s more to decent business card design than just smacking the business’ logo onto the card stock with its contact details. Most businesses use creative graphic design in creating business cards that will their brand and stand tall in the crowd. The same applies to company’s stationery and any other printed supplies. Good designers will come up with a complete design suite that applies a distinctive unified look to a brand.
While different products can have diverse packaging design requirements, it’s crucial to have the overall design relating to the company’s brand for prompt recognition. A good graphic designer will come up with a packaging brand identity while they still designs dissimilar looks to separate diverse products/product lines.
These days the company’s website is usually the initial point of communication for prospective clients, so it’s imperative that its web design reveals the corporate identity of the company and looks attractive too. It is all too easy putting the appearance and design element ahead of the web design experience for the user, so this must be considered. Organizations should ensure that their site is quite easy to read and navigate, and also has a fantastic design.
A company should not forget other aspects of online presence in matters of graphic design. The Facebook page should be custom designed for the company, the twitter backgrounds connected with its brand, Pinterest images are custom, etc.
Choosing a graphic designer or a design company that will offer full branding services and which will handle all the design needs from print to website is a big step towards designing a brand and building a strong corporate identity.