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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. Brand design is the act of building your brand identity; it’s not a short-term fix, but a long-term effort.

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

Illustration of a product or service that is growing

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

Illustration of an established brand in a state of disarray

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 of successful advertising because it positions your brand strategy around core visual and verbal elements, and organizes all the key components of your brand identity 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.

Brand design support diagram

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 brand positioning and brand design guide future growth and ensure you’re communicating your intended message at every touchpoint.