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Elements of brand design

A Brand is the most valuable real estate in the world, a corner of your consumer’s mind.

A Brand is very different from a product or service. A brand is intangible and exists in the mind of the consumer. Different people have different perceptions of a product or service, which places them at different points on the loyalty ladder. A brand is built not only through graphic design or appealing logos. A brand is built through the total experience that it offers.

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Defining your brand

Defining your brand is like a journey of business self-discovery.

Do your research. Learn the needs, habits and desires of your current and prospective customers. And don't rely on what you think they think. Know what they think.


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Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages.

Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too. Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services... 

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Learn what this critical business term means and what you can do to establish one for your company.

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? How does it affect a small business like yours?

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.

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Regardless of the type of business or products or services, the expectation in today's market is simpler, more meaningful, rewarding experiences for customers. What is the value of good design...

All businesses, no matter what they make or sell, should recognize the power and financial value of good design. Obviously, there are many different types of design: graphic, brand, packaging, product, process, interior, interaction/user experience, Web and service design, to name but a few.

In this post, I am referring to design as a broad and deliberately applied discipline, with the aim of creating simpler, more meaningful, rewarding experiences for customers.

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