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A Design Studio's Role in Creating a Strong Brand Identity

Dec 17th 2015 at 3:22 AM

The term ‘brand identity’ is used and misused on a daily basis! Most often than not many people associate it with the products and services that a company offers. The perceived notion is further fuelled by hundreds of designers, writers, illustrators who promise to create a strong identity for the brand. Majority of such professional tend to equate ‘exposure’ to ‘identity’ and contemplate that they are interchangeable. While it is possible to promote a brand in front of the audience with multi-pronged ad campaign within a short span of time, it make take years to create an ‘identity’ that is associated with the brand. This brings us to a very pertinent question in this entire argument –

What Is A Brand?
There are several definitions of a brand and hundreds of books and thousands of articles have been written on it. Some call it an idea, others simply see it as an identity mark over a product or a service and many others see it as something that distinguishes one product or service from others. But there is one problem with all these definitions about a brand; they don’t seem to associate a brand with its customers. Would Coca Cola have become a global beverage without its customers? Would Harrods have been the most iconic departmental store without patronage from the British consumers? In reality brand is more than an idea, it is a corporate image that connects the business to its customers.

Naturally creating a strong ‘brand identity’ goes beyond designing a logo, creating a website or writing captivating content. It is about creating a bond and emotional connect with the audience and bridging the gaps that exist between a business and its customers. This requires experience, expertise and well-baked strategy that you would only find in a professional design studio that can ideate, visualize and create a strong identity that is easily recognizable and brings the customers closer to the business.

Branding – Taking the Business tothe Audience          
Many people often mistakenly associated branding with advertising but it extends much beyond that. As we have already stated the core idea behind branding is to create a strong ‘corporate image’ that customers can associate with. It is about arousing the right desire and emotion in the minds of the customers and instilling a sense of trust about the products and services that the business has on offer. A design studio would use all its creativity and ingenuity to portray an image about everything that the business owns, produces and stands for. The identity reflects the core values that drive the business. It goes much beyond mere use of a colours, texts and slogans for the purpose of promoting it.

A good branding campaign starts with a good design strategy that sows the seeds of success by creating a strong foundation that your business would cash in on for years to come. It is often defined in different time scales and can be associated with the launch of a new product of service or a complete rebranding exercise where you shed the old and adopt a new avatar. Seasoned professionals in a design studio would work toward creating a dynamic identity that immediately strikes a chord in the minds of the audience and binds them to your business.

How A Design Studio Gives You The Edge?   
Design Studios have experienced planners and strategists who meticulous work towards building a branding blueprint and methodically execute it. Designing a vibrant and energetic corporate image is at the core of this strategy. They analyse your business in-depth, review your strengths and study your competition. This helps them chalk out a roadmap that represent your business in the most creative and articulate manner in different forms and media. Here we take a look at some of the most popular applications of design in branding.

· Logo –A branding campaign starts with a logo as it is your corporate symbol. An inspiring logo can take your business to the top of the ladder as. Recall some of the best logos and you would find a factor that unites them –‘simplicity’. Whether it is Nike’s Swoosh or Apple Inc.’s half bitten apple there is nothing complicated about these logos. A good designer would create a simple logo that is appropriate, simple, distinctive and memorable.

· Printed Stationery–You exchange hundreds of business cards each year but it should serve much more than a calling card. Similarly you use Letterheads to send proposals, quotes and communicate with your clients and vendors. A seasoned designer would be able transform these printed stationery into your most potent marketing tools. They would create a professional image about your brand in the minds of the recipients. It is not about the fancy use of colours and graphic but how different elements are arranged in a simple manner to grab the recipient’s attention.

· Printed Ad Materials – Flyers and Brochures are widely used in the promotion of products and services. Experienced designers give edge to your marketing campaign with these by blending graphics, text and colours in a holy union to create an impression in the minds of the audience. Every marketing campaign is unique and carries a distinct message and they ensure that these flyers and brochures are apt for your needs.

· Digital Advertisement – In a tech savvy world it is very important to establish a brand digitally.A visually appealing and informative website is an absolutely necessity in today’s world. But with more than a billion websites you would have to have much more than a domain and few web pages.  You need a site that is engaging and reflects the true values of your business. Design studios would create a captivating site that is informative, delivers message with a ‘Call to Action’. They work on a unique design which is responsive and offers seamless experience across different devices.

 

A Design Studio plays a pivotal role in creating your brand identity. This helps bring in new customers and clients to the fold and build a lasting relationship with them.

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