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What is brand design?

You may have heard this before, but it can’t be stated enough, your brand is not your logo. Your brand is how people perceive and feel about your business. People develop their perception at many different points, from a conversation with an employee, to reading a business card, to navigating your website. Branding is the act of building your brand; it’s not a short-term fix, but a long-term effort.

If you own a business, you should look for help with your branding if you’re at one of two points:


You have a product or service that is growing and you’re looking to make the right impression with your audience.


You have an established brand in a state of disarray that poorly reflects your business.

If you fall into either category, that’s where brand design comes in.

We believe that design for your brand should reflect the purpose of your business. It informs how your business should communicate to your audience (how it should look, feel, talk, and sound). Good brand design is the foundation for successful advertising because it positions your brand around core visual and verbal elements, and organizes all the key components of your brand into a support system with the power to leave a lasting impression.

Think of it like bracing a plant; if a plant doesn’t have support, its growth could be limited. In contrast, trellising the plant provides literal structure for long-term growth and better yields. Good brand design functions in much the same way, giving you a framework for growth that prepares your brand to meet the expectations of your audience. It’s about avoiding the disorganized sprawl that can result from designing without structure.


Your business needs to fulfill the promise of its own advertising. That takes a well defined (and designed) brand with clear positioning, a story to tell, and the visual assets to consistently reinforce how the narrative looks and feels to the people that it’s designed to connect with.

That’s how a brand design foundation guides future growth and ensures you’re communicating your intended message at every touchpoint.