There is a big miscommunication among business owners and designers when it comes to brand vs. design. So, what is the difference?
A brand is an emotion or feeling that you communicate with your customers and clients. A design is a way to communicate that emotion or feeling.
A successful brand has a distinct personality and way of making people feel a certain way about their products. When a brand does it right, you feel like you are a part of a particular group of people who are similar to you and empower you. For example, why do you choose to get a coffee from Starbucks instead of McDonald’s? The coffee doesn’t taste that much different to spend an extra $2 on a Starbucks drink, but you still do it.
A brand’s unique message and vision should be able to communicate to it’s target market through various ways, one including design. The brand shows a certain personality that you want to be a part of. For example, I’ll continue on the Starbucks case, they have created a sense of community in their coffee shops around the world. It’s now a place where you want to go to hang out, read, work, etc. The five words that Starbucks chooses to use to explain their brand are: handcrafted, artistic, sophisticated, human and enduring, and these are obviously communicated through their interiors, their designs, their music and more. This is their brand working, and their designs are helping to communicate the vision through to the customers.
How do you create a brand?
The best way to create a unique brand is to have a story to tell. What got you to where you are, what lesson do you want to teach people, or what is the brand’s reason for existence? You have to dig deep down to the very first spark that gave you the idea to start your new business. I do a various amount of exercises with my clients to reach this level of existence and figure out the true meaning behind the business. Then, we can begin to craft the story and develop a vision for the business to accomplish what the owner first set out to do.
After the brand’s vision and message has been created, we begin to design the visual elements that communicate their brand to their ideal clients. Developing the brand before the design is very important, because it ensures that the design will be relevant in the business for a long time, with minimal updates along the way. A design that is thrown together without taking the brand into perspective is one that you continue to change for the next five years until you take the time to figure out your unique brand. It saves time for you, your business and the designer, and creates a more successful and empowering business.
Ready to find your brand?
I offer three different brand packages for businesses to choose from depending on their industry, and how many promotional and packaging materials they should have for their business. If you’re interested in learning more, please email your inquiry to firstname.lastname@example.org.