Brand design has become a hot topic, even among B2B businesses. There’s a sense now that getting your brand sorted needs to be a priority – that every organisation needs a strong, meaningful brand to succeed.
So let’s look at what brand design is all about, and how it can help an organisation.
Brand design is about much more than having an attractive logo or a catchy tagline. It starts with a process to establish the fundamentals.
The aim is to clearly define your organisation’s purpose, mission, vision and values, and develop a personality and value proposition that will differentiate your brand from competitors, and resonate with customers and other stakeholders.
Getting the fundamentals right
Purpose is the organisation’s reason for being. This is the fundamental question every business needs to ask itself: why do we exist?
Mission defines the organisation’s approach to achieving this purpose.
Vision defines what the organisation aspires to – the world it would like to bring about. It’s a forward-looking statement – an ideal to aim for. The original vision of Microsoft was ‘to put a computer on every desk and in every home’. At the time it seemed wildly unrealistic!
Together, these elements need to make a compelling narrative capable of inspiring not just customers, but also employees – having a well-defined purpose, vision and mission gives employees focus and direction and ensures everyone pulls in the same direction.
Amazon is a great example of a brand where the focus is crystal clear. They strive to be ‘Earth’s most customer-centric company’, so when anything is decided at Amazon, that’s the criterion. If it’s good for the customer, do it. If it isn’t, don’t.
What do you stand for?
Next to be considered are values and behaviours. Values are the principles that guide your company’s internal conduct and its relationship with the external world. Behaviours are the actions that reflect these values in practice. When you consistently demonstrate your values through your behaviours, you build trust and loyalty among your stakeholders.
When we think of values-driven organisations, we think of brands like Patagonia who promise not to harm nature, or Ben & Jerry’s who promote human rights. But values don’t have to be as lofty as that. An organisation can stand for innovation, creativity or reliability, for example.
Personality, visual identity and tone of voice
The personality of your brand is the human characteristics associated with it.
A well-defined brand personality helps to create an emotional connection with your audience. Whether your brand is perceived as friendly, sophisticated, adventurous, or authoritative, having a clear personality sets you apart.
This personality can be projected visually and verbally – in your visual identity and tone of voice.
The visual identity includes all the visual elements that represent your brand, including your logo, colour palette, typography, and imagery. A strong visual identity is instantly recognisable and conveys your brand’s values and personality at a glance.
Tone of voice is how your brand communicates in writing and verbally. A well-defined tone of voice helps you engage your audience and build a strong, relatable brand identity.
Why your brand matters in marketing
Marketing has become very complex, and today you need to engage audiences through multiple channels – websites, social media, email marketing, content marketing, advertising and so on. Each of these channels offers a unique touchpoint with your potential and existing customers.
The challenge is to create a unified and memorable brand experience across all of them – to be cohesive and consistent.
Brand design is the visual and verbal glue that holds it all together. When your brand’s look and feel, messaging, and tone are consistent across all channels, it reinforces your brand identity and makes your communications instantly recognisable.
Whether someone is browsing your website, scrolling through your social media feed, or reading your email newsletter, they feel a sense of familiarity that assures them they are interacting with the same brand with the same values and principles behind it – everything feels like it comes from the same place. The brand feels reliable and professional, which is essential for building long-term relationships
Consistent use of colours, fonts, logos, and imagery also enhances brand recall. Customers are more likely to remember a brand that presents a clear, unified voice and appearance.
There’s a purely practical side to all this too. A well-thought-out brand design streamlines your marketing efforts. You have a clear framework for creating content and campaigns, and are assured that every piece of communication aligns with your brand standards.
This saves time and resources – you’re not reinventing the wheel every time and all team members are on the same page.
5 benefits of a strong, meaningful brand
- Differentiation: A well-designed brand with a purpose and values stands out in a crowded marketplace.
- Customer loyalty: Customers will stick with a brand they trust and feel an emotional connection with.
- Brand equity: Strong brands enjoy higher perceived value, allowing them to command premium pricing.
- Employee engagement: Employees who identify with your brand’s mission and values are more engaged and motivated.
- Business growth: A strong brand provides a solid foundation for new products and entering new markets.
Summary
Brand design really is critical to business success today.
By defining and consistently expressing your brand’s purpose, mission, vision, values, personality, and value proposition, you create a strong, meaningful brand that differentiates you in the marketplace, builds customer loyalty, and drives business growth.
Additionally, a cohesive visual identity and tone of voice enhance brand recognition and engagement, further strengthening your brand’s position.
It’s about creating a lasting impression that resonates with your audience and stands the test of time. Your brand is your story, and telling it well can make all the difference.
