Brand Identity

Why Good Design Is Mission-Critical for Brand Identity

Header image by Pierre Portal.

Your brand identity – the visual elements that make up your overall brand – is more than just a logo. It’s more than just a typeface, colour scheme, tagline, and layout; it is the first thing that pops into consumers’ heads. It tells your story. It displays your company’s personality. It is your public image. As a business, your value reflects how consumers see your company, and what they see is your design. Good design is good business, and a good designer can make or break how consumers see your business.

So what is your story? What is your vision, value, and personality? Are they unified with your product, logo, and website? Consult these six key lessons in brand identity and why designers matter so much to your business’ well-being.

1. A Solid Foundation

A designer forms the foundation of a brand. Everything you do, own, and produce will reflect this identity. This is how you get your audience to trust you. You need a designer who understands the core of your company, the heart of your mission – information that enables them to design an identity consistent with your business values and goals. Whether in advertising, products, or events, design will pull your company together and present it as a cohesive whole.

2. Consistency Is Key

There are many different elements that make up a brand identity. Between a product, website, logo, brochure, packaging, flyers and other marketing materials, consistency is key. A solid designer will develop seamless presentations that translate easily across each of these devices – this proves your brand’s reliability and self-certainty and makes better use of business resources. Your company will save time and money by avoiding regular brand re-works.

3. Clear Things Up

You can’t redo a first impression. When consumers see your brand, they need to know: What does it do? Does it work? Why do I need it? Consumers’ first interaction with your business is likely to be online. What leaves the best impression? The best design. A poorly-designed website won’t just look bad – it makes your company seem untrustworthy and reduces the likelihood of converting online visitors to real-world customers (even if you produce excellent content). A great designer will present your brand identity with a clean layout, clear navigation, and engaging information.

4. Rise Above the Competition

Flex your branding muscles! A strong brand identity sets you apart from the competition. An ideal designer will exhibit your most unique assets and desirable offerings as a brand without being too conspicuous. A subtle, but compelling, design carves out your marketplace niche and leverages better customer engagement.

5. Looks Good, Works Well

You don’t need to sacrifice aesthetics for functionality – in fact, one can’t work without the other! A pretty brand isn’t worth much to customers if it isn’t accessible, and user-friendly products aren’t worth much if they’re horrible to look at. A good designer works beyond the surface and creates a “look” that enhances user experience rather than just dressing up a product. *For your consideration: smartphones! Nearly 70% of digital engagement is on a mobile device. Make sure your designs translate well across all devices and platforms.

6. Forget Me Not

You only have a couple seconds to grab consumers’ attention; but, like getting to know a co-worker or acquaintance, your familiarity with a brand depends on how many encounters you have with them. An engaging and exciting design will motivate consumers’ return to your business for more information and interaction! Strong designers innovate techniques with colour and layout that trigger consumers’ recall and build your brand identity as an icon in their memory.