Redesign Your Online Brand Identity in Five Simple Steps
When you venture into any market, you have to differentiate your company from others to draw the attention of customers, and you need to emotionally connect with them to develop a loyal customer base. The problem is your competitors are trying to do the same.
People are so used to the term “we are the best in the business” that they simply ignore phrases that claim superiority. Branding is essential to differentiate your company from others. Note that you don’t have to be “the best”; you just have to be unique.
When we hear the term branding and brand identity, the first image that pops in our mind is the corporate logo. Certainly, logo is a major part of brand identity, but it is not the only element. Graphic designing, colour combination, font selection, style of the website template and brochure; all play key roles in the entire branding process. However, at times, even when you think that you did the right thing, your brand image fails to connect with the target audience.
If you are a graphic designer and a client hired you to redesign his brand identity, then here are some steps you can follow to create a refreshing brand image of your client’s business.
Form a clear brand strategy:
You must discuss with the client about his business to understand the personality and purpose of his company. Brand strategy works best when it derives from a relevant truth about a business.
For example, Mercedes-Benz sells premium cars only and their “best or nothing” tagline clearly shows what their business is all about. Basically, you are not introducing new brand. Instead, you are re-discovering the strengths of the company that have been either forgotten or hidden.
Define the work:
The client and the designer must agree about the scope of work. You may think small tweaks in the web design can revive brand identity while a client may think that the entire site need to be redesigned to reflect the proper brand image.
So, you should sit together and discuss the plan. Unless the client and designer are on the same page, the outcome can’t be good. Always remember that your client knows about his business better than you and hence, it is intelligent to pay heed to his suggestions.
Team up with marketing department:
Once you know what the business is all about and what they want to project to the audience through the logo, web design and graphic design, you should talk with the marketing team to gather some information about the target audience. Which segment of the society are they targeting? What is the financial condition of that segment? What appeals to them emotionally?
Knowing these things are important because the previous brand identity failed to connect with your target audience. Your design should create a brand identity that will not only reflect what the business is all about, but also what makes the business the “preferred one” of the target consumers.
Tell the brand story:
People like a brand that has a story to tell. Just think about Amazon logo. The arrow shows A to Z to tell viewers that this is a brand that sells A to Z products. Think what can be your brand story and incorporate that in the website design and logo to connect with consumers.
A good brand story establishes an emotional connection between the seller and the buyer. There are plenty of e-commerce sites, but when customers visit Amazon, they know that they will get all the things they need.
When you are redesigning the brand identity of a company, it is important to maintain design consistency in all the marketing materials. The current brand identity elements like website colours and logo may not appeal to customers, but they are used to with them. Therefore, when you bring a change in the look and feel of your client’s brand, make sure that the new image is reflected everywhere.
For instance, the brochure is an offline marketing medium, but since you have changed the web design and tweaked the logo for a new identity, the person responsible for brochure designing should follow the same core elements of the new brand identity in his layout.