Designing a successful brand
Benefits of design in establishing a brand
Good design plays a major role in building a great brand. It is important to understand how the two can benefit your business.
Advantages of designing a brand
Branding offers a number of key benefits:
A competitive advantage – eg it can help you compete for audience attention, employee talent, resources and funding.
A stable asset – when aligned with your business strategy, it can outlast products, technologies, market changes. Consider, for example, the Coca Cola brand thats been around for more than a century.
Financial value – although intangible, branding can create a lot of value for your business. For example, by building awareness for your business and helping you attract customers, suppliers, etc.
While branding is a strategic activity, there is usually a vital creative component too. Think about – for example – the Nike ‘swoosh’, which is a simple, yet effective, logo that conveys energy and movement, and is appropriate to a company that makes performance sportswear.
Types of design used in building a brand
Many design disciplines are used in developing a successful brand, including:
graphic design – to create a visual image for your business
website design – to help you market and sell your products online
retail design – to build the look and feel of the environment where you sell your products
office design – to create a space that expresses your brand and shows what your business stands for
Find 8 design tips for creating a successful brand.
Building a corporate identity
Your corporate identity is made up of the visible elements of your business, including:
logo
business and brand names
any specific colours you use in your logo, branding, premises, etc
letterhead
advertising
packaging
website
retail environment or office