Eye-catching logos, captivating schemas, and wonderful layouts are some of the necessary elements for impactful branding. All successful businesses use compelling branding to their advantage, which then becomes their identity. To this end, they hire the services of an outstanding brand design agency for creative brand design. Lets dive in as we give you 5 Creative Design Rules for an Impactful Brand.
The word “brand” is an intangible term that applies to many different things. Most people think that it is just about logos and design. Although these are crucial elements, the word brand encompasses much more. It can be defined to include all elements that encourage a customer to choose your products over your competitors. You can visually depict your brand through patterns, colours, typography, packaging, logo, and even the layout of your website and physical store.
With the exponential rise in competition and seemingly endless marketing gimmicks, it is now more imperative than ever before to create a brand image that will make your business stand out from the ocean of competitors.
Here are the design rules for a creative brand design that might create the impact you seek.
1. Determine Your Brand Purpose
You must be clear from day one about what your brand identity is going to be and what the purpose of your business is. Your business exists to serve the purpose that you define so you will have to decide the scope carefully. You must ascertain the class of customers that your brand will serve and how you are going to differentiate your brand’s products and services from the competitors.
This information will prove useful as you go about designing your logo through a brand design agency. This logo design is critical since it will become the core of your identity and the face of your business.
One reason behind the success of major corporations and brands is that they are able to create compelling mottos and statements that define their purpose and that resonates with people. The logo often contains a succinct and powerful message that defines its core values.
By ascertaining the customers that you will serve and by differentiating yourself from competitors, your brand will embark on the road to success.
2. Brand Personality
You must ask yourself what persona your brand must possess. Your brand character is important because much like popular people, your brand must also possess traits that will make it alluring for your target customers.
And what better way to portray your brand personality than through charismatic people? You can get celebrities on your side to advocate your business. Even if you don’t have the resources, you can convince internet influencers to endorse your brand. Happy and satisfied customers can also become the face of your brand. You should also look for people in your organisation with a charming persona to represent your brand.
For instance, a brand can create a concept image featuring their suave and charming CEO in business attire to convey a professional image of the company. It wouldn’t be a bad idea either to use an image of a smart looking and dashing customer representative to show that you are committed to customer satisfaction.
There are almost endless possibilities when it comes to choosing the face of your business. Hence, there are plenty of options besides famous personalities – although they will attract the most attention. You can put these images on your homepage, brochure, and marketing pamphlets to capture the attention of people and generate interest besides orchestrating a unique persona for your brand.
3. Market Research
Designers go about their creative process once they understand the personality of the company, its DNA, the type of market that it trying to target and its corporate objectives. No matter what kind of logo or design is being created, this step is necessary for satisfactory results. With this research, it can be clearly understood what is the environment that the company is seeking to create and the type of logo design that will facilitate this.
It is always better for the brand to conduct market research and collect as much information as possible so that designers can create the most relevant design possible. You can also have a look at the logo design of competitors to understand the elements that led to successful branding or otherwise. With this information, designers can create a striking design pattern that will stand out from the competition and create a strong impact on the target market.
4. Designing the Logo
People make the mistake of thinking that the logo is all there is to branding. This is not true. Although a logo is prominent, it is far from the only component of successful branding.
That being said, it must be understood that a great logo design has good potential to capture attention and lure prospects.
Here are the different steps of creating an impressive logo:
- Market research and customer demographic
- Style direction
- Overview of creative options
- Colour palette selection
- Testing for environments and different sizes
- Referring to a style guide for information on successful logos
One important phase of research is to scrutinise logos of successful competitors. Not only will you get a good inspiration of the style elements that lead to success, but you will also refrain from inadvertently creating a logo that looks to similar.
5. Selecting Visual Elements
Besides the logos, there are also other important elements of successful branding such as typography and mascots. The creative design agency looks at ways to personalise the logo so that it is in accordance with the core values of the company.
Designers create mascots that symbolise the company in a desirable way. Mascots can exist independently or they can be part of the logo.
Typography is another key element that should be consistently deployed in the company correspondence, brochures, pamphlets, business cards and banners. The creative design agency can also create custom fonts for the company that are personalised according to their objectives. We hope these 5 Creative Design Rules for an Impactful Brand have been helpful, and be sure to share the love in the comments below.
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Richard Kearsey is a digital designer at Emerald Colour – a creative design agency that offers various services, like website design, animation, bespoke exhibition stand design, etc. He loves creativity and enjoys experimenting with various design techniques for both web and print. He also enjoys sharing his thought on latest design trends and upcoming marketing ideas.
Also published on Medium.