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Brand design must regain its position: 6 false beliefs

Design is essential in branding and marketing. The first impression given by your brand’s visual presence can remain in the public’s memory for a long time and affect their perception of your company, for better or for worse. But design is not limited to designing images, creating unique logos, fonts and layouts that create your brand identity…

Design is the face your business shows to the world

We may forget it, but brand design covers a range of topics:

  • commercial architecture;
  • consumer branding;
  • environmental Design;
  • voice image;
  • packaging;
  • retail design;
  • Web Design…

Hence design can play an important role, especially in the conversion of your target audience. A great design not only makes the buying process easier and more convenient for your customers, it provides valuable and effective information about all aspects of your business.

Design, in many ways, is the face your business shows to the world. So it’s time to fix some long-held, yet false ideas, so that Consider the design at its reasonable price : Serving a brand building and display.

6 Design Mistakes

Pascal Viguere, founder and CEO of Curious Agency, denounces six false beliefs to put brand design more at the center of reflections and shed light on some of the fallacies.

Associate the concept of product design with “design”

Design is culturally associated with product design, which is common, as it is the essence of design. Furthermore, the mindset has evolved in recent years: customers have integrated the value of brand design into the creation and performance of their brand.

Split advertising, design and communication

A brand would only be visible and attractive for advertising… not really. Advertising, design and communication are complementary and should contribute to the same result. Everything is intertwined, because advertising is design and design is communication.

Limit Yourself to a Logo and a Graphic Charter

Although necessary, it represents only 5% of exercise on a trail. So a logo isn’t the only vector of a brand’s expression: it’s part of a universe.

Rebuild your website in isolation

To be effective, a site embeds a thorough strategic reflection upstream on the brand. It is a central crossroads of exchange and communication to access information. A site redesign should therefore initiate a (re)founding act and be an integral part of a branding and branding project.

Confuse Brand Platform with Advertising Platform

Here again, these two concepts are complementary and inseparable. The brand is not the advertisement, but the advertisement speaks of the brand. One is designed against the other: one with a long-term goal, the other with a short-term goal.

thinking that the brand book is a graphic charter and vice versa

To call a charter a brand book is to deny or forget what the essence of the brand is. The graphic charter is a tool of standardization of visual rules. On the other hand, brand book is a strategic tool to visualize the brand platform which explains why signs, what they mean.

Design has become a tool to democratize, change, facilitate, access and adapt to all audiences. Therefore communication can no longer exist without it. So, once again, it’s time to consider the fair value of the design.

Source: Curious

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