Brand Design: show what a strong brand is
Elements, tasks and goals of the brand design or branding are fundamentally similar to those of the corporate design. It’s about boosting a brand by making its personality, values, and brand promise visually and emotionally accessible. Companies can themselves be considered brands or have different brands in their portfolio. For this reason, one differentiates between corporate design and brand design.
A strong brand is a significant factor in the company’s success. According to a study by PwC, the brand’s share of the total value of a company is 50 percent. PwC, Brand Study 2012. In Germany alone, over 76,000 trademarks were registered in 2017 – the highest number of registrations in nine years.
Brand design is a significant factor in the fight for attention and customer loyalty in times of unmanageable diversity of options and a multitude of products that are becoming more and more similar. In times of affluence, a purchase decision means no more risk. This is why decision criteria are shifted to an emotional level.
Brand design makes brands emotionally accessible
A successful translation of the brand profile into a brand design helps to classify the brand at first glance – whether it is exclusive or accessible, innovative or conservative, provocative or discreet – to make the brand as unmistakable as possible and distinguish it from the competition. So, when we talk about brand design, we’re not just talking about how the brand looks, but how it is experienced, how it works, how the first impression is and how it feels. A good brand design conveys these feelings before even a word about the actual services and products of the brand was lost. The goal in the development of brand design is therefore to awaken the right associations in order to avoid cognitive dissonances in the subsequent interaction.
“A brand is a person’s gut feeling about a product, service, or company. (…) When enough individuals arrive at the same gut feeling, a company can be said to have a brand. In other words, a brand is not what you say it is. It’s what THEY say it is.”
Marty Neumeier, The Brand Gap
In the fight for attention, good brand design helps your addressees connect with your brand. By visually translating brand personality, it strengthens its competitive power, regardless of the size or industry of the company.
Brand Design – Our services
We support you in making your company a brand. Based on the brand personality, the mission statement and the expectations of the target group, we develop a brand design in order to connect your brand with your tribe.