Let’s face it. The logo of your business is a part of the brand design. It is just a symbol that represents your brand. But there are other components that do the same thing.
The term brand design is often used interchangeably with the elements of brand design, like a logo. But it is an ecosystem where these elements come together and create a look and feel of your brand. If the brand solves a problem, their service makes their customers choose them over their competition. Who cares about the logo. Does it make the logo, insignificant? No. It is the symbol that signifies the brand. How else the customers are going to recognize the brand?
The role of the brand design company is to go beyond the scope of the checklist and build the whole experience that will pave the way for the brand’s success. So, what are those checklists, and how the agency uses them as a guide and expand, that ultimately help the brand fill the gaps between the customer and the brand? Using those as guides, the marketing strategies are employed.
The company would have its own roadmap for success but for the brand design and brand promotion agency the building blocks in constructing the brand can be divided into three broad categories.
The Aesthetical Aspect of the Brand
This is the most vibrant and stimulating aspect of designing the brand. For the brand design, this would include the logo, design of online as well as offline establishments of the brand.
It is the aesthetical aspect of the brand that draws new customers in. Turning strangers to potential customers. It’s the duty of the brand design agency to make sure that the customer feels at home no matter what extension of brand they are interacting with. While also making sure that every element ranging from visual merchandising to experience center design embodies the brand value.
Once the design is in place, the marketing agency deploys strategies that work best to complement the design. For example, launching an ad campaign to get the brand much-needed initial traction. From getting the brand known to make the brand seen.
What marketing strategies are used depends upon the type of company and the virtues it embodies. This requires careful communication between the design agency and the marketing agency to make sure the image projected in the market is consistent.
The Operational Aspect of the Brand
After the aesthetic comes the operational aspect of design. The design consists of more than just visual elements. It’s the subconscious connection that the customer has with the brand that ultimately grows the brand. This also involves the technology that is employed to give the customers the best possible experience. Word of mouth is one of the best ways that the brand progresses. Once the brand establishes that they are looking out for their customers, the customer base grows. But how the technology or the physical space is utilized depends upon the design agency. From layout to the in-store navigation.
The ideal experience is crafted but now with the oversaturation of stimulus. It is vital that the marketing agency evolves with the brand. The brand marketing agency works to deploy the strategy that reflects the experience. A snippet of the big picture to create a bond of trust.
The Human and Cultural Element
This aspect of the design is not easy to spot but can be the difference between an excellent brand experience and making it so that customer never turns to the brand again.
There are always unspoken social rules and patterns that guide the interaction between people and those same rules and patterns extend in the brand interaction with the customer base. The brand design agency makes it so, that the brand is perceived as a living entity and not just a cooperate machine. The staff works as the extension of the brand and plays into the positive brand experience. The design agency and the marketing agency work in unison to create assessable design and establish a holistic reputation for the brand.
When these two agencies combine into one, it leads to increased efficiency as there will be no lag in communication which will reduce human error. As they work together, how they are affecting each other in the process will help in building better analysis and strategy implementation.
The powerful combination and the level of care for the brand will be reflected in the strategy, assisting it in moving forward. The market agency would focus on building interest and will seal the deal through conversions, ROI’ s, etc. But, beyond concept and language, the design will influence the customer’s emotional response. When these two identities are combined, they will produce a sense of balance, ensuring that the brand’s message is adequately understood and communicated among the masses.
These three aspects require great nuance to implement properly as the line between the three is not as clear-cut as one would like. There is always an overlap between the three as technological advances affect the experience, aesthetics, and accessibility. But as long as there is content communication between the design and marketing extensions of the brand. The evolution in strategies and implementation would always change the brand for the better.