Simply put, design is imperative to successfully branding your company. There’s just no way around this. Design serves as the face of your brand. It provides an immediate first impression that either encourages people to learn more or turns them away completely.
With that being said, how can you possibly be sure that design is working for your brand, as opposed to hindering it?
Aside from just looking attractive, great design should be each of the following 5 things:
Even with branding as a whole, you must have clearly defined goals. Otherwise, it’s like taking a shot in the dark; all of your branding efforts will be in vain. The design aspect is no different. Know where you want to be. Then, establish a comprehensive design to help get you there.
Part of knowing your goals involves understanding your target audience. Who is your ideal client base? Be as detailed as possible in your answer. You may say, “Well, we actually serve a few specific client groups.” That’s okay. Work on developing personas that accurately represent these people. (It’s normal for a business to have a few different personas.) Then, concentrate your efforts on creating a design that appeals to all of these groups.
In marketing, everything you do should be message-based. Contrary to what some might believe, you don’t need words to tell a story. A picture may be worth a thousand words, but having the right design can be absolutely invaluable. What message is your company trying to send? This message should work to accomplish your goals while being directed specifically toward your given personas.
What’s considered trendy today might not be so popular tomorrow. Great design is timeless. It’s not constrained by current design fads, which probably won’t be relevant for long. It speaks to the essence of the brand without appearing dated. Granted, there may come a time for certain design elements to be revitalized, but the overall design should have a stable foundation on which to stand.
Finally, great design should be able to be integrated throughout multiple platforms (a website, business cards, letterhead, etc.). This is imperative in creating a cohesive set of branding tools that have a consistent look and feel.
What does your brand’s overall design say to the world? Learn more by picking up a free copy of our design branding kit below!