What makes a great brand design? The answer cannot be covered in one point, one sentence, or even one paragraph. The best brand design is a multidimensional feat of ingenuity. In other words, award-winning brand design has a lot going for it (and a lot that goes into it).

Brand Design, Dissected

At How to Build a Brand, we’ve made it our mission to educate people just like you in the art of branding. Branding is not a just a logo, or a business name, or a webpage – it’s a collection of experiences that will create the feelings that people have about you, your products, and your brand. It’s intangible, but wholly indispensable.

Brand design varies for each individual brand, but all the best design strategies have some things in common, and they are as follows:

  1. Great brand design is created with your specific audience and ideal clients in mind. It will stir up identical (or nearly identical) feelings in every member of your target audience. This is accomplished through a consistent message, but it’s also made possible because your ideal clients all share the same pain, problems, wants, or needs. Successful brand design elicits the specific emotions that you wish to conjure from your audience. Human beings are emotionally driven, and therefore, most purchases are based on how well any brand can stir up emotion.
  2. Effective brand design does not separate the brand and the brand’s design. Instead of asking a branding agency for “a design for your brand,” you will want to ask for “a brand design.” Your brand design is your brand until public perception takes over and your brand design is a memory trigger for all that’s good about your brand.
  3. Simplicity can be more difficult to achieve than complexity. It is also more effective in the realm of brand design. There isn’t always a bigger and better idea. Often, the best ideas come from gut feelings and initial impressions – which is what you’re going for whilst building a brand identity.
  4. Great brand design is flexible. An intuitive brand designer knows that times will change and your brand design must be able to change with it. I’m not talking about redesigning here, but I am talking about small shifts that will allow your brand to evolve, to stay current, and to usher your brand into the future…indefinitely.
  5. All brand design endeavours should follow a brand strategy. A brand strategy keeps all involved focussed on the desired end result and keeps messages congruent – which will build trust and a positive reputation for your brand. Lay it all out before you begin. Your brand strategy is your map; the brand design is your journey and your destination.
  6. A professional brand designer will take the time to learn about your values and to understand the heart of your brand. Ideally, a brand designer should be involved from the very beginning – from the time you begin to nurture your brand concept. With an intimate understanding of your brand’s purpose, a brand design will be created that transforms the intangible to the visible.

Brand design isn’t about creating a pretty picture that “goes with” your brand. To the contrary, your brand design will be your brand until your brand takes flight. It’s that important. To learn more about brand design, join the conversation on Twitter.

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