The importance of developing a brand strategy before design.
When it comes to building a successful brand, the order in which you tackle different elements of the process can make all the difference. One thing that many experts agree on is that a brand strategy should come before design. In this post, we’re going to explore why that is and how it can help you create a more effective and impactful brand.
One of the biggest reasons to develop a brand strategy first is that it helps define the core values and messaging of your brand. This is super important for creating a consistent and cohesive brand identity and makes sure that all of your design and marketing efforts are aligned with your overall goals. Without a clear brand strategy, it’s easy to get caught up in the design process without fully understanding what you’re trying to communicate or achieve, which can lead to a disjointed or ineffective brand.
Understanding the target audience
Another benefit of starting with a brand strategy is that it helps you understand your target audience. This is crucial for creating a design that resonates with your target market and effectively communicates your brand messaging. For example, if your target audience is primarily made up of young professionals, your design and messaging should be professional but not too stuffy and include playful elements that speak to them. By having a clear understanding of your target audience, you can create a design that speaks to their wants, needs, and values, making your brand more relatable to them.
Another reason to start with a brand strategy is that it allows you to create a differentiation strategy. Without a strategy, it’s easy to get caught up in trying to copy what other successful brands are doing. But this can be a mistake. It’s essential to develop a unique identity that sets your brand apart. A brand strategy helps you identify your unique selling point and messaging, which can be used to differentiate your brand in the market.
Additionally, with a defined brand strategy, it is easier to measure the success and effectiveness of your branding efforts. A clear strategy allows you to set specific, measurable goals, and track progress over time. This can help you to identify areas where your brand is performing well and areas where improvements can be made. With a defined brand strategy, you can make more informed decisions about your design and marketing efforts, which can help you achieve better results over time.
The relationship between visual elements and brand strategy
Your company’s logo and website may be the face you present to the world, but they should never be considered more important than your brand strategy. These visual elements may show what your company looks like, but they do not define who you are as a brand. A well-defined brand strategy, which includes your unique value proposition, is what will guide your design choices and help to convey your brand identity.
For example, if Coca-Cola used a logo design that was unremarkable and generic, would it change your perception of the company and its products? Even though the logo may not be as recognizable, the brand is still known as the world’s favourite non-alcoholic beverage. This is because a logo is not what defines a brand, it’s the values, messaging and perception of the product in the market that makes the brand.
A company’s logo and website are important visual elements, but they should never be prioritized over a well-defined brand strategy. A strong brand strategy, including a unique value proposition, will guide all design choices and ensure that your brand is not only visually appealing but also effective in reaching and resonating with your target audience.
Hope you find this helpful!
