BY KATIE CLARK, GRAPHIC DESIGNER
My definition of the word ‘brand’ has changed drastically from my university days. Despite being on a course that was solely focused on brand identity, I feel like my perception of ‘brands’ was incredibly one sided.
It wasn’t until I entered the marketing industry that I realised a ‘brand’ was a hexagonal prism with a multitude of faces, where people only seem to be familiar with one side at a time.
My knowledge of ‘brand’ was limited to a visual representation, but to other people it may mean ‘nature’, ‘voice’, ‘reputation’, ‘product’, ‘name’, ‘business’ or more.
In truth, a lot of these ‘parts’ blend and repeat - they are all pieces of the same puzzle after all, but my background means I can’t help but come back to the importance of a well-designed brand.
Design is often what makes the first impression, and it usually only has a second to send a positive message among the noise of marketing. If you want people to understand the ‘voice’ or the ‘product’ of your brand, you’ve got to draw them in with the first impression: design.
So to really stand out you need to give people a reason to stay focused and that isn’t always about SHOUTING, it’s sometimes making them ᶫᵒᵒᵏ ᶜᶫᵒˢᵉʳ.
And once you have them hooked, you have to keep them interested.
Your brand design should resonate throughout your business – constantly engaging and revealing design elements to your audience. Design isn’t just about looking nice: it’s about capturing and retaining attention. Through considered and thoughtful design processes you can create an emotive reaction, which is the first stage in inspiring a response.
A brand that is strong is a brand that is aware of its multifaceted nature and works towards acknowledging the importance of each area. The importance of brand design is ensuring you have an identity throughout, and use it to engage at all levels of business.