Some people are used to thinking that only marketers and professional software development are the success of the website. However, if you say this to professional designers, they will tell you how wrong you are. As American designer Paul Rand said, “Design is the silent ambassador of your brand.” In this article, we will consider the components of branding, as well as the role of design in them. In addition, we will determine the key stages in creating an effective brand image.
Stage 1. Business goals and brand identity
Of course, it is not the designer who sets the goals of the company or determines the identity of the brand, nevertheless, this is the basis of the entire branding process. To get the expected results, the company at the very beginning must set priorities and values so that the branding team can see which way to go.
Moreover, before designers begin to work on the visual part, they need to determine the nature that the company or product wants to present. Designing a brand without this knowledge is like drawing a portrait from a photograph. You can make a copy absolutely correctly, but there will be no emotions in the work. Same thing with branding. If customers have not provided the designer with a description of their company, then you need to request it. For example, in WebSailors designers may ask customers to make a list of 4-5 keywords describing their business, or at least what they want to see in it.
Stage 2. Market research and potential consumers
When goals are set and the individuality of the company is determined, designers move on to research. This step is necessary for all types of work of the designer, whether it be a logo or a mobile application. The study helps you immerse yourself in the environment of the future brand and understand the features that may affect its success.
First comes market research. Designers collect information about the market and potential competitors. It is good to learn from someone else’s experience, whether it is good or bad. Having the necessary experts on these data can create a unique and effective logo and develop a corporate identity that will stand out among competitors.
Stage 3. Logo Design
Some people often mistake all the components of branding for creating a single logo, but this is just one step in the process of developing a corporate style. However, it would be wrong to underestimate the role of logo design. This is the heart of brand identity, the most striking symbol of the image and the foundation of an effective marketing strategy that ensures its connection with the target audience.
Stage 4. Brand visual elements
Logo design is not the only visual representation of a brand. Of course, the main emphasis will always be on the logo, but there are several more elements that deserve attention, such as talismans and typography.
Companies often look for ways to personalize the brand. So mascots are characters created to symbolically represent the brand. They can be created as part of the logo or exist as a separate element of the brand display. The mascot serves as a tool for communication and interaction with users who help to convey the message. People begin to see the mascot as a major representative of a company demonstrating to them a product or service.
Stage 5. Corporate branding
When the logo is ready, a color palette is selected, and other visual elements are ready, it’s time to combine all the components of branding into a harmonious corporate style. Different attributes may become trademarks depending on the type of company.
Step 6. Branding Components – Style Guide
The work is done. Visual material completed. The final task for the designer is to make sure that clients will use all assets properly. A style guide or guideline is a document that contains instructions on the right and wrong ways to use the graphics created for the brand. Traditionally, the style guide includes an explanation of the idea behind the logo, as well as a presentation of the corporate color palette, which can be used for different purposes.
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