Taking the time to design your brand is as important as the fact that your brand is your introduction card to the world, just as Logo Creative mentions, “Your brand logo is your identity and the face of your business in your niche market and abroad.”
A good brand design goes a long way than just an aesthetic pleasing logo, but it is able to communicate what the brand is about to people, is able to connect emotionally with potential customers, creates loyalty, and even make people feel understood, just as stated by The Logo Creative, “For your business to stand the test of time, your customers must trust your brand. Trust wins loyal customers, and a business’s brand is responsible for selling that trust”.
Think about Coca-Cola, for example, the color red, the thought of a refreshing beverage, the image of yourself enjoying a bottle of Coca-Cola with your friends or at a family dinner, the happiness it evokes. Coca-Cola can accomplish, communicate, and connect all of this just through their logo; after all, 94% of the world’s population recognizes the Coca-Cola logo.
Now think about Nike, “Just Do It”, let’s go for a run, or to play a sport, enjoying time with your teammates or friends in a friendly soccer match, feeling yourself in-style combining your shoes with your outfit, being healthy and fit.
Because your brand is as essential as it is, here are 3 do’s and 3 don’ts to take into consideration when you design your brand:
1. Know Your Audience
When you are thinking about designing a brand, it is crucial to take into account the type of audience you are planning on targeting. DesignHill puts it better when it stated, “If you have no idea who you are trying to connect with, how are you going to make strides to create the right identity for your business?”
Each demography is different, with different views of the same things, with varying types of taste, and varied interests. Take Apple, for example, for a young group of people Apple communicates style, wealth, status, innovation, modern technology, communication. On the contrary, for older people, it might just mean another cellphone brand.
Moreover, having a clearer idea of which audience you want to target answers one of the three main questions you should ask yourself when designing a brand: Who? What? How? Who I want my brand to connect with? What is my brand about, and what does it stand for? How is my brand communicating and connecting with that target audience?
Afterward, it will become easier for you to design a brand that is able to connect emotionally with people, “You want your brand to tell a story that will connect with people on an emotional level,” DesignHill tells us, which in turn creates loyalty.
2. Tap Into the Power of Color
Color is extremely essential when it comes to brand designs.
Color is a powerful ally for brands to communicate and connect with people. Forbes tells us, “Color improves brand recognition by up to 80%.” Each color has its own effect on the mind of each one of us. This is known as the psychology of color.
For example, the color blue is associated with a feeling of calm, while purple triggers our creativity. Orange and yellow are often related to hunger; no wonder why McDonald’s and most fast food brands often use combinations of these colors. Brown and green connect us with nature and natural products.
All of these effects can be used at your advantage when you incorporate them into your brand. Although, be mindful of how many colors you use for your brand. In this case, more could mean less. We will talk more in detail about this in a moment.
3. Keep Things Simple
Again, when it comes to designing a brand, just as with the number of colors you use, more could mean less. What do we mean by simple?
Have you noticed that the latest brand designs lean towards single and simple lines? Allow me to use Apple as an example one more time. Apple started with a brand that seemed kind of medieval. Later on, it changed to one that had many colors and many lines inside it. Through the years, that brand has evolved into the one colored (or one tone of color) simple lined apple logo we know and love:
There are reasons behind this, as well. First, it is simpler for our minds to remember brands that are considered simple. Second, a simple brand communicates that: simplicity. After all, nobody wants to deal with complex situations, right? “One of the biggest mistakes that you can make when crafting a brand identity is complicating it.” (DesignHill) Third, it is the current trend among brand designs in the world. As our friends at Just Creative says, “Minimalism is back in fashion. With simple elements and clear fonts, a logo becomes easy to use across different carriers.”
1. Copy Ideas
This sounds obvious but is not as evident as you might think, and it is also a good reminder.
Most people who know about branding and brand designs will advise you to take inspiration from other brands and to try to relate your brand with others. And they are right but be careful in not understanding these two pieces of advice as copying from another brand.
What these pieces of advice mean is not copy, but inspire yourself when thinking about your brand designs. What are other brands communicating, and with which detail in their design did they manage to communicate that message?
Furthermore, try to relate your brand with others through its design, not by copying it, but by giving a sense of connection, that both your brand and the other one, are aboard the same boat.
2. Follow the Example of the Rainbow
Now, what does this mean? Allow me to explain. Remember about the power and influence color has on our minds? Now, remember the evolution of Apple’s brand design?
This is related to keeping things simple. It is known that brands that have as few color schemes as possible are more accepted than the ones with many colors on it. As was mentioned before, giving a sense of simplicity through your brand makes it easier to accept, for no one wants to deal with complex situations. As Graphic Mama says in one of their blogs, “designers prefer to stick to a more limited color scheme or just one color in order to keep the logo more simple or abide by the brand’s requirement for a color.”
3. Consider Your Brand To Be an Island
I do not mean this literally. Maybe your brand is about clothes to use during summer or to go to the beach, which in both cases, an island could be a good brand design.
What I mean by this is that your brand is not the only one out there, is not the only that is trying to communicate or stand for that idea and message you have in mind, and that many other brands are already in the mind of people when they see yours. Shama Hyder, Founder and CEO of Marketing Zen, tells us, “Your personal brand is strengthened or weakened by your connection to other brands.”
Do not take for granted the power and influence other brands already have in everyday life and minds of people. Remember to relate your brand positively to others to take advantage of what those other brands already influence potential customers.
In conclusion, there are certain trends and best practices to follow when designing your brand, such as keeping the design simple, knowing the type of audience you are planning on reaching, and using the right color. All of these are related to the objective that your brand should be able to communicate and connect emotionally with potential customers. Take into consideration trends are changing every day, which is why a piece of bonus advice is to continually be on top of design trends by reading and doing research.