What is Brand Design?

You’re opening a new bakery, excited to share your tasty treats with the community. You have the recipes, the location, and a great team, but something is missing—your brand doesn’t stand out. People pass by without noticing, and even those who come in don’t remember your bakery’s name.

Instead of becoming the go-to spot, your bakery fades into the background. This happens when the importance of brand design is overlooked, missing the chance to make a strong connection with your customers.

Why is Brand Design Important?

Brand design is about creating a brand's visual look by developing a consistent set of design elements, like a logo, colors, fonts, illustrations, and photos. A brand's visual identity reflects its character and how it wants to be seen. The best brand design comes from understanding the brand's goals and using a clear strategy.

Branding has always been important in helping customers quickly understand what you do and decide if they should trust you. Your branding can determine if customers will stick with you for the long term. Strong branding can turn a one-time buyer into a loyal customer by showing them what your brand means to them.

What Does Brand Design Include?

Brand design involves creating the key visual elements that make up a brand's identity. These elements need to work together as a system, so it’s important to think of the big picture when designing each part.

• Logo and Colors: A logo is the brand's mark, if it’s a wordmark, symbol, or combination. It visually represents the brand instantly. Colors are important in brand design because they can influence how people feel. Choosing the right colors helps convey the brand's personality effectively.
• Typography: Fonts and typefaces add unique character to brand design. Each one brings a distinct personality and helps shape the brand's look and feel.
• Shapes and Patterns: Shapes are basic visual elements with instinctive meaning. Patterns are repeated forms that add visual interest. Together, they contribute to a brand’s visual identity.
• Illustrations and Iconography: Illustrations add personality, while icons simplify complex ideas into easy visuals. Both need a cohesive style that fits the brand and complements other design elements.
• Photography and Video: Photography supports a brand’s personality, while video tells stories and captures attention. Both elements help convey the brand’s message in a visual way.
• Animation and Interactive Elements: Animation brings static designs to life, and interactive elements engage users, often online. Both should be used thoughtfully to add value without distracting.
• Layout: Layout involves organizing all visual elements on the page to make the design clear and easy to navigate. A good layout ensures balance and effective communication.

How Do You Execute Brand Design?

Brand design starts with the elements we covered before, but it really comes to life when those pieces are put into action. Executing brand design isn't about luck; it follows a reliable, step-by-step process. 

1. Do Your Research  

All great branding starts with research, and branding design is no different. Gather insights through market research, customer research, and internal research. Market research helps you understand your competitors and industry trends.

Customer research helps you understand your audience's needs and challenges, while internal research gives insight into your team's values and goals. For example, Nike's brand design is rooted in research on athletic performance and customer inspiration, laying the foundation for a strategic brand design that truly connects.

2. Clarify Your Strategy 

A good brand design is guided by a solid brand strategy. This means defining your brand’s positioning (what makes you unique), personality (how you communicate), and core values. 

A clear brand strategy acts as a blueprint and roadmap for bringing your brand’s visual identity to life. Think of Apple—its strategy is centered around simplicity and innovation, and its design reflects that vision clearly through clean visuals and a consistent tone.

3. Design Your Elements 

Using the insights from research and your brand strategy, you can start designing key brand elements. This includes your logo, color scheme, typography, and photography. Each element should work together to create a unified visual identity. 

For instance, McDonald’s uses bright red and yellow colors, which are known to stimulate appetite, along with their iconic golden arches logo, making the brand instantly recognizable and appealing.

4. Create Your Touchpoints 

The last step is bringing your brand to life through different touchpoints. This includes your website, social media, marketing materials, packaging, and signage. All these visual elements must come together to communicate your brand’s message effectively. 

For example, Starbucks uses consistent branding across touchpoints like their store design, cups, and app, creating a seamless experience that makes their brand feel familiar and comforting wherever you go.

Strong Brands Need Strong Design

Think your brand can stand out on its own? Even the most creative ideas need the right design to truly shine. A great product or service isn’t enough if people can’t easily recognize or remember it. Coca-Cola didn’t become iconic just by having a good product; their strong brand design, with memorable colors, logo, and visuals, helped them connect with people everywhere.

Without clear visuals, colors, and style, even the best businesses can struggle to make a lasting impression. Brand design helps tell your story in a way that sticks with your audience, builds trust, and makes them feel connected to you. It’s what turns a good business into a great brand that people choose again and again.

FAQs

What is the impact of brand design?  

Design makes your brand memorable. People are more likely to remember your business if your design is attractive and unique. A bad logo, website, or product design makes it harder for people to remember your brand and tell it apart from others.

Why is a brand style important?

A brand style guide is important because it helps keep your marketing consistent. By following brand style guidelines, it supports your marketing initiatives by ensuring your messaging is consistent with brand standardsThis consistency makes your brand more recognizable, helps build trust, and increases awareness among your audience.

How does design help a brand?

Branding in design strengthens a brand's identity. A consistent use of colors, fonts, and images shows a brand’s personality. This makes it easier for people to recognize the brand, building credibility and trust.

Why is design important in business?

Good design can make customers choose your business over others. Designing a brand identity helps your product, service, or company stand out. A customer-focused design can also make your products and services more valuable.