We all know great design has a critical role to play in building a great brand. But how do we go about making that happen? The link between design and branding is important, and that having a great design is crucial to having a winning brand.

So a few points to think about…….

Your brand is not your logo or ID system. It is everything you do to create the experience people have when dealing with your business. You generate a feeling via smart design, thus design is your brand.

 

Brands need to create an emotional relationship with people. This in time leads to trust in the business and designers need to make that happen. A designer must take the values and assets of a company and transform them in a special way that connects with people emotionally.

 

Design needs to be strategic from the outset. Integrate design early in the process to drive innovation and create solutions. So a designer needs be there at the beginning and be connected to the decision-makers.

 

Don’t overdesign.  A simple, well-thought-through, authentic design is often the best. Everything doesn’t need to be redesigned; sometimes what we have in hand is better than what we seek. It’s not all about being different; it’s about being better

 

Use design to continually reinvent the brand. Brands need to allow themselves to constantly update, and be much more fluid. Look at Google; they morph their logo for special occasions. Constant change is a big part of who they are.

 

Use design to make a difference. Design can make a difference in how we live. We need to start thinking about how we can use our design tools to encourage people to change. Design needs to be able create change in order to reach a larger audience than just the small group that is socially driven.

 

In summary this post and these points may require a new way of thinking about design for some, they’re key steps to the path for those who want to build a great brand and make life better for those who experience them.