Brand Design Guide: 6 Innovative Phases of Branding Design

· Web Design

Today's market climate is highly competitive. An organization must be distinct and recognizable by consumers in order to stand out from the crowd. Each good product is backed by a strong brand. According to Nielsen's Global New Product Innovation Survey, almost 59 percent of consumers want to buy new products from companies they know, and 21% are willing to buy a product if it comes from a brand they want.
Some people have come to believe that branding is solely the responsibility of marketing experts. Professional designers, on the other hand, can teach you how wrong you are. «Design is the quiet ambassador of the brand,» as American graphic designer Paul Rand put it. The essay addresses the importance of branding and the role of design in it. We'll also go through the main steps of creating a successful brand.

What exactly is branding?

Many people have overlooked the true sense of the word " love brand" since it has recently been popularized as a fashionable phrase, especially in the fashion industry. A brand is a distinctive design, emblem, mark, terms, or a mixture of these used to create an impression that defines a product and distinguishes it from its rivals, according to Business Dictionary. In other words, a brand is a symbolic image of a business or a commodity that people associate with it. Customers equate a high degree of authenticity and consistency with a well-designed brand name.

However, effective branding is dependent not only on the visual qualities of brand elements but also on the specifics such as message and emotional appeal. To establish a proper brand identity, the brand designer must dive into the nitty gritty of company priorities as well as perform industry and target audience analysis. We've broken down the branding process into six main steps that designers must go through while creating a brand.

Stage 1: Company priorities and brand identity

While a designer does not set a company's priorities or describe its personality, he or she is an integral part of the branding process. To produce the desired outcomes, the organization must define goals and principles from the outset, allowing the branding team to decide which direction to follow. They don't have to be established and used for the whole life cycle of a business. Goals may be changed later in the creative process, so having certain guidelines at the start is important.


Furthermore, before beginning work on a graphic component, artists must first determine the character that the organization or product wishes to portray. It's like trying to draw a portrait from a snapshot if you don't know what you're doing. You can write perfect copy, but your work would be devoid of sentiment. The same can be done for branding. It's a smart idea to inquire for a summary of the client's business if they didn't give one to the planner. Designers, for example, may ask consumers to come up with a list of 4–5 keywords that describe their brand, or at least what they want it to be.


Clients do not always come to designers trained, according to experience. They may not be concerned about the finer points, preferring instead to focus on an appealing visual presentation that will help their business succeed. It doesn't stand out in every way. Clients frequently see designers as artists making stunning photographs, and you can't trust them to be knowledgeable of all the intricacies of the designer's process.
We discussed the role of psychology in architecture in one of our previous posts. It can be extremely beneficial in terms of comprehending consumer behaviour and potential responses to the interface. Furthermore, psychology principles will assist designers in establishing successful client collaboration. Many consumers are unaware of their needs and interests, and this is where psychology can help. It would be simpler to make a guide based on the client's desires if a planner considers appropriate questions to pose.

Step 2: Consumer and market analysis

Designers begin their study after the priorities have been established and the company's identity has been apparent. This move is important for any designer's work, whether it's a logo or a smartphone app. The study aids in immersing oneself in the future brand's atmosphere and comprehending the peculiarities that may affect its performance.
The business analysis comes first. Designers scour the market for information on possible rivals. It's beneficial to benefit about other people's experiences, whether positive or negative. With the right data, you will design a new and effective logo and develop a brand identity that will set you apart from the competition.
The interests of designers and clients should be set aside in favour of the desires of the target group. To win the interest of prospective customers or consumers, a business must make a successful first impression. User analysis assists in delving further into the target audience's interests and psychological quirks.
Design is not a pure mode of speech. There is a chance of failing the challenge if you rely heavily on your sense of beauty and talent. When opposed to redoing the work, research takes less time.

Step 3: Love Brand Logo Design

Some people mistake a logo for a brand, but a logo is just one step of the branding process. However, it would be a risk to ignore the value of logo design. It is the most recognizable emblem of a brand's image, as well as the cornerstone of a successful marketing campaign that helps it to communicate with its target audience.

We defined the phases of the creative process in design in our article brand Design:

Creative Stages. They are as follows:

• mission description

• consumer study

• publicity research

• innovative quest

• design guidance

• paint palette

• experimenting in multiple sizes and conditions

• developing a style guide describing correct and wrong cases of logo usage, and so on
• Exploring the trademarks of competing firms is one of the facets of the study. It assists in the formation of an initial brand name by preventing needless similarities with other logos in the industry. Designers move to a more imaginative level — the creative phase itself — until they've obtained all of the requisite details. They chose the styling direction and color scheme that would fit well for a brand through a series of tests.
• Designers begin testing after the logo is completed. The challenge is that what looks fine on a computer screen can not look the same in a diverse setting or on a number of surfaces. As a consequence, it's important to test the emblem in all possible scenarios and placements and ensure that no unexpected surprises await. Since logo creation is so important to branding, designers should pay careful attention to the method of making it. A well-thought-out logo is a time well invested.

Stage 4: Model visual elements

A logo brand's graphic representation is not limited to logo design. Although a logo will still be the primary emphasis, other items such as mascots and typography are also worthy of consideration.
Designers provide a solution for businesses searching for opportunities to personalize their products. Mascots are custom-designed characters that are used to symbolically represent a brand. They may be developed as part of a logo or as a separate brand feature. As nothing else, such characters will create a link with users. A mascot is a medium for communicating and contact with users that helps to convey information in an unconventional way. People begin to regard a mascot as a significant symbol of a business that introduces them to a good or service. The effective mascot ensures a brand's recognizability and memorability, as well as attracting consumers' interest.

Typography is another graphic aspect that contributes to brand identity. Many logos are made up of fonts or contain fonts, but typography doesn't stop there. Brand identification signs can be used in posters, business cards, and communications used by an organization. You will use fonts to help the brand stand out. Designers also produce custom fonts for businesses in order to make them stand out even in minor details. It isn't, however, the only alternative. Experts can pick a combination of standard fonts that best fits a specific brand. Users would be more likely to remember a brand if it is reliable with any detail.

Stage 5: Corporate Identity Design

When the logo, color palette, and other graphic elements are complete, it's time to bring them all together in a cohesive corporate theme. When a designer is working on branding for a company that provides services, it is expected. Based on the form of organization, various features may become labeled items. There are a few popular brand products that are used by a number of businesses:

A business card is a small piece of paper that is used It is important to ensure that a business card accurately portrays a brand since it is already a must-have commodity of business communication.
Letters of correspondence. A formal tone is often used in corporate communication. Designers must focus on a brand's correspondence presentation to illustrate that it is a trustworthy partner and service provider. Letterheads and envelopes must have brand branding features that reflect a high degree of professionalism.

Banners and billboards. Clients often ask artists to come up with a new concept for outdoor advertising and web banners because they are such an integral aspect of branding and promotion.

Vehicle branding is a term that refers to the process of Companies that transport products need a car that is well-decorated. Outdoor marketing of brand identity elements on company cars or trucks is successful.

T-shirts and caps are affordable. Employers also take note of these qualities because clothing with logo logos brings a company's team spirit into play. Branded T-shirts and hats may be used as gifts or as an alternative to a uniform if one is needed.

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A style guide is the sixth stage.

The mission has been accomplished. The graphic content is done. The designer's final duty is to ensure that clients can fully use all of the assets. A style guide is a manual that describes how to use the graphics produced by the brand correctly and incorrectly. A style guide often provides an overview of the concept behind a logo as well as the introduction of a company color scheme that may be used for a variety of purposes. To prevent bad visual performance, it can be useful to show examples of incorrect use.

If you can see, branding is a difficult task. Each move should be well-considered, taking into consideration the desires of the target customer as well as the company's objectives. Check out case studies on some of our latest branding campaigns to learn more.

Designing a logo. Tubik Team's Online E-Book

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Tubik Magazine's second issue is now available: the free e-book " Love Logo Design" explores the techniques and creative steps of successful logo design and branding.
When it comes to branding, it's never just about visual perception or audible message – it's about the overall feeling people get when they hear a company's name or see the corporate identity signs. As a consequence, creating the signs and icons that identify a brand, make it clearly recognizable, and express the right message is a huge responsibility.

We've also published a variety of case studies on the Tubik website that detail the method of designing a logo, as well as more in-depth considerations of branding and user interface design.
Problem-solving and goal-centered design were the subject of our previous book, Design for Business. This topic would bring more practice and reveal the innovative method for logo design that is successfully implemented here in Tubik Studio, based on the concepts, techniques, and tips given in it. It is hoped that it will be helpful in designing effective and efficient solutions for both branding designers and business people interested in learning more about design approaches and their effect on business processes.

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