Branding: The Right Blend of Design and Strategy

Effective branding is the fruit of a successful collaboration between designers and strategists. It’s not about who should be in control; it’s about how these two professionals should work together to make something great. A good brand needs a strategist’s input on the company’s values, the brand’s personality, and the target market’s profile and a designer’s input on how the brand’s visual elements can influence the audience’s perception and behavior.

“Brand Camp” comic by Tom Fishburne

(Comic by Tom Fishburne)

People have had arguments over who should have control or the last say over a company’s branding. For some, it’s easier and more sensible to let the brand strategist have the final say, but designers can provide a lot of valuable input on the way the brand is presented.

What Strategists can Learn from Designers

One of our senior web designers has already talked about some of the design concepts that web developers should be aware of, and some of them can also apply to brand strategists. One of the most important concepts is that design is about problem solving, and not just about making things look pretty.

Don’t dismiss your designers’ suggestions based on visuals alone. Allow them to explain their thought processes, and to show you how they think their design can help solve a specific problem or convey a particular message. You might be surprised how much you can learn about

What Designers can Learn from Strategists

A brand is more than just a visual representation of a company; it is the brand’s identity. At the very core of a brand is the company’s values and personality. Having a deeper understanding of these aspects of the company is what makes your brand memorable and lasting. Steve Jobs addresses this really well in this speech:

“To me, marketing is about values. It is a very complicated world, it’s a very noisy world, and we’re not gonna get a chance to get people to remember much about us. No company. So we want to be really clear about what we want them to know about us.”

Designers should always keep the company’s values in mind when creating its visual identity, and they need the brand strategists’ help to make sure they’re on the right track.

Collaboration is the key to developing a great brand that your target market will always remember. If you need web design and development services that represent your company’s identity and values well, talk to us today!

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