How a company is perceived by its target audience is shaped by the brand design. Brand design can effectively transmit core values and create emotional connections. Methods for making these connections may include logos, color schemes, typography, and messaging strategy. Here are six brand design agency techniques:
Brand Archetyping
Brand archetyping is about giving brands psychological patterns to make their unique brand identities connect more with audiences. Each archetype represents different values and characteristics that shape the business fundamentals into a visual identity and messaging strategy. A selection of these archetypes include the Creator, the Magician, the Hero, and the Regular Guy. Strategists join brand creation discussions to identify the agency’s core values and aspirations, then compare them to the archetypes to identify which archetype more closely fits the organization. This approach to archetyping makes the brand remain uniform at every touchpoint, such as advertising, product design, or customer service experiences.
Competitive Positioning Analysis
The examination of typography, color schemes, imagery style, and communication tone are among the elements that are included in the analysis. Competitive matrices plot brands on key attributes, such as premium versus affordable or traditional versus innovative positioning. Sometimes, a brand design agency will engage in mystery shopping experiences to get first-hand knowledge of how a competitor brand delivers customer experiences.
Mood Boarding
A website designer will use architectural inspiration gathered from fashion, nature, art, and cultural movements as references. In the beginning, there are usually several options that reflect a variety of emotional and aesthetic qualities belonging to the company. A professional mood board can convert abstract brand attributes such as “innovative” or “trustworthy” into tangible visual information. The process of creating mood boards allows for business feedback sessions where there is agreement or further conversation on subjective visual preferences prior to execution.
Brand Voice Cultivation
Brand voice cultivation refers to how brands communicate with viewers through words, pictures, and other methods. At the start of a strategist’s communication audit, they look at how existing messaging presents itself across websites, social media platforms, and marketing materials. Content creators can workshop with professionals to translate abstract voice principles into clear and compelling examples. As brands grow, regular content reviews help make sure that the messaging stays in line with the set voice parameters.
Customer Journey Mapping
Agencies chart out major touch points in the relationships businesses develop with customers, such as awareness, purchase, usage, and advocacy. Every journey stage provides opportunities to supply consistent but appropriate brand-name experiences. Special attention should be paid to frictionless flows between platforms, from the website to the app to email communication, which constitutes a digital journey. Useful journey maps uncover gaps where the brand needs help to deliver the experience expected by the customer.
Brand Architecture Strategy
The brand architecture strategy defines the arrangement and relationship between an organization’s corporate, product, and service brands. The strategy is determined by how brand equity flows between the parent organization and its offerings. Professional architecture allows the improved brand’s value to draw from existing brand awareness and consumer following. Unlike traditional mediums like paper, digital presentations require special evaluations of the page structure, appending URL paths, user navigation, and even search engine visibility.
Work With a Brand Design Agency
Brand design consciously influences a company’s position and the way it’s embraced by viewers. The goals of brand design are to catch potential customers’ attention, build emotional attachments, and stand out from competitors. Recognizable brands perceived as professional are the ones that are consistent across all touchpoints. The brand design experience influences customer behavior and loyalty and improves trust in the brand. Reach out to a brand design agency today to help your company achieve long-term success.