The Benefits of brand design
As a design agency, we know well the stereotypes of our own industry. It is not uncommon for agencies to confuse their work with ideas about a brand’s philosophy, attitude and values. They are all true and important in creating a brand and identity. However, they are the way – not the destination. So in this article, we want to educate about the real benefits and value of brand design to corporate identity and logo design. All philosophy aside: what is the benefit of brand design for companies in concrete terms?
Our work has many names: Brand Design, Corporate Identity, Corporate Design to Branding. They are all names of different stages of defining and communicating a brand.
Whatever we do as a design agency, our overriding goal is to perfectly translate business models and companies into brands, save a lot of time in marketing and everyday communication, and completely inspire target groups in all channels.
The overriding task of brand design is to make the brand visible. The goal is to visually convey what was previously only an idea: What services, competencies, offers and values does a company have? From the first glance comes the first feeling: Brand Design finds the shortest way from the first point of contact to the gut feeling of a customer towards the brand. External image meets self-image and brand design tries to keep the gap as small as possible to avoid dissonance.
So in daily application, Brand Design has many tasks that become tangible results. The essential applications of Brand Design should be tangible to achieve the goal of brand communication.
1. brand design accompanies business processes
No company without customers. Customers can only buy what they can perceive. Without communication no customer and therefore no company. It seems self-explanatory that a company must be communicated accordingly in order to be identified by its target group.
On the one hand, this is fundamentally true for new companies. New models, services and products need their translation and a design agency creates the communication between offer and customer. In addition, we live in largely saturated markets and what is not a self-explanatory innovation must be brought to its target group coherently and pictorially. Brand design seeks the right way to do this.
Secondly, this naturally applies to companies on the path to renewal. The re-design of existing brands has many reasons, be it new target groups, new markets, a new orientation of the company or a new positioning of the brand. A big part of this is the digitalization of companies, where new ways of communicating on digital channels play a central role. When products are digitized or communication, distribution and sales are extended to digital distribution channels, the basic components of a brand must follow suit for this digitization.
As a design agency, we accompany brands on the path of digitalization. The process from corporate identity (the positioning and definition of a brand) to branding (all measures of communication of a brand) and design aims to make business models and companies tangible, understandable and clear to be understood by their target audience. Tangible goals are assets from design basics (logo, corporate design, template design, …) to style guide and brand design system, which not only document a brand, but are fundamentally required in the daily application (marketing and communication, exterior and interior).
2. brand design is the basis of marketing
When brands fail, it is often not because of the beautiful design. The design of a brand is foundation, however, many companies do not have much of the foundation alone. If entire design processes end up in a style guide “somewhere as a PDF” and the only thing that is applied is a logo and fonts on Word files, brand design has failed. The fact that this is often everyday life in companies is the consequence of brand design that misses its target.
Design systems become foreign bodies if they are not integrated into the everyday life of a company. At its best, a brand design is the communicative basis for brands, not a dead style guide that is in turn implemented by an agency that actually created it for the client (?).
Brand design without application is art. Art is beautiful, but it takes a lot of work.
To really grow as a brand means to really let branding live in marketing. It means sharing thematic focus and brand values in articles, blogs, posts on social media. It means being design consistent across all media and not just looking good on a website that has been created. It means being consistent in your more internal communications and across all templates as a brand.
If the only thing that has changed after a brand relaunch is the look of the website, the relaunch has failed. We’ve seen too many companies still leave all profiles on platforms from Instagram to LinkedIn with no interaction and old logos after such large projects. A lot of effort for something that fails in the last meters. When brand design fails, it fails because of execution – the inability to consistently communicate the brand across its marketing channels. It all fails because of the time available to marketing managers, who unfortunately often don’t know brand management.
Branding is the foundation of all marketing and with the right (and professional) brand design and results like a design system, we as a design agency empower our clients to become brand managers who …
- Generate all assets for daily marketing from brand design
- Create ideas for content like articles, blogs and co. from the brand design
- Save time with templates that are prepared for all channels
- Be able to relaunch all profiles with little effort
3. brand design saves time in all communications
Marketing managers who are not brand managers are often forced to become designers in everyday life. Why? Because brand design in and of itself does not deliver applicable results if it remains with intellectual definitions, documented style guides and data transfers in design formats.
Brand design often moves from the workshop room to the day-to-day application, where the waves of inspiration meet hard rocks of everyday office life. Employees are in most cases not graphic designers and so they have to cope with new design within grown systems. A lot of time is lost on customizing Word templates, designing Power Point templates and many assets, which creates more problems than opportunities in rigid enterprise software.
This customization of templates and systems becomes a daily pain, and consistent design is quickly neglected in favor of daily efficiency. Too much employee time and therefore attention (or money for employees to handle the effort) is lost. Many templates drag on successively, some remain old because neglected, others are idiosyncratically adapted by artificial twiddling of staff and later – or permanently – repaired and adapted.
A lot of time is lost for something that should make the brand more effective. The solution? Brand design in its proper implementation empowers companies to breathe brand. A brand design system makes assets accessible in all formats, facilitates every step of a design, and makes it brand compliant and visually superior – without the artistic skills of employees. A design system thus saves a lot of time while adding value in daily use. It gives employees the ability to brand manage simply by having a foundation that enables them to do so.
Brand design is an investment
And it can be positive or negative. Negatively, if its consequence is to distribute the resulting effort for its application and implementation in everyday life on many shoulders or new employees and. Thus, a design quickly becomes another cost factor that has to be borne for the benefit of the brand. The problem here is the resulting gap between the work of a design agency and its implementation in the everyday life of a company.
Brand design shouldn’t just be visually pleasing – it should fire companies to make the most of their communications. A brand design without empowering results is beautiful design without application.
A brand design is positive if, in addition to inspiring results, it also provides the foundation for its implementation. In concrete terms, this means that a brand design becomes functional and essential when, as a design system, it brings with it the foundation for all corporate communication. In this way, employees of all kinds become “brand ambassadors” who do not see the brand as a foreign body, but apply it as a basis for their work everywhere.
In our work as a design agency, we know the gap from design to application well. For this reason, in addition to design at an artistically high level, we also focus on ground contact with reality in the results: we create brands that live in their channels, not just look good in style guides.
Sind Sie auf der Suche nach einem kreativen Partner, der mit Branding und Corporate Design Ihre Marke für die Zukunft optimiert und für die Digitalisierung bereit macht? Benchmark Design ist eine Designagentur in München. Wir sind spezialisiert auf kreative und lösungsorientierte Brandings und Corporate Designs, mit denen unsere Kunden von Startup bis Konzern ihre Marke definieren und zu neuer Relevanz finden.