The competition between business and industries is increasing day by day, making it difficult for startups to survive in a competitive environment for businesses. To be able to stand out it the crowd, an organisation must be able to make a unique and recognisable impression on the potential customers and business prospects.
According to research, it was discovered that nearly 59% of the customers tend to buy products from familiar brands. Some people think that only marketers play the most crucial role in branding. Where they are the faces of strategising the marketing campaigns, the designers are the ones giving the face to the brand. According to some famous logo designers Australia, a logo design can be considered as the silent ambassador of the brand. In this article, we are going to discuss the essence of branding as well as the role design plays to create it.
What is branding?
In the business dictionary, a Brand is defined as a symbol or a unique design or a combination of the two, used in creating an image that identifies a product and differentiates it from its competitors. Simply put it is an image which the customer can associate with. A powerful brand doesn’t only depend on the aesthetic appeal of the design, but also the details of the elements used in creating it. To be successful in creating a design, there are four essential stages which you need to remember.
Stage 1: understand the business goals and brand personality
Before beginning with the designing process, you need to understand the business goals and its personality to create an image which resonates with the brand. Identify the characters of your brand which are necessary to showcase. Ask for the description of the brand and brief out their visions to the designer. For example, a designer can ask for words which indeed describes the brand. Once you have the knowledge of the business personality, you can be successful at creating a brand identity.
Stage 2: research the market and understand the audience
Once you know the goals and personality of the brand, you need to research the market and understand the needs and requirements of the audience. Find out the information about potential competitors and learn from their experience. Understand what they have been doing to get known in the market. Having the necessary data and information about the competition can help you to create an efficient and unique design to stand out in the market. Your brand needs to create an impression on the audience to gain their trust. You need to research and get deeper in to the psychological particularities of the target audience and business prospects.
Stage 3: the designing process
A logo design is an essential aspect of creating a brand. It is the mark of brand identity and a symbol and foundation of an effective marketing strategy. It enables the brand to connect and communicate with the target audience. There are four necessary steps that you need to understand while creating a design.
- Understand the elements of design
- Determine the vision and mission of the brand
- Choose a creative style of logo design
- Choose the right color palette and font style for the design
Once you are finished with the designing process, you need to make sure to test your design in different sizes and environments you must make sure that your logo looks appealing on the digital screen, but on a variety of surface. A logo has a significant role to play in branding which is why a designer must pay attention to the creative process of designing a logo.
Stage 4: the visual elements of the brand
Companies and brands often look for a customised and personalised solution for branding. They often use mascots to represent their brand in a symbolic way. It is a great tool to communicate with the audience and guarantees recognition and memorability of the brand. Similarly, you can use typography to create a unique logo design for your brand. Brands create custom font styles to create a unique design. Think of Coca-Cola having a custom typeface which is highly recognised by the audience.
Once your design is ready, you need to unite them all together in a harmonic corporate style. Choose different brand items and establish your personality and convey your message to the audience.