How to brand correctly for graphic designers
Name
The name of a freelancing business can signify a lot, and most designers just choose to use their full name as the brand name. This is fine, but another option is to use a specialised brand name. Depending on the future plans of the business, it is smart to think closer about an official name. Maybe you want do open your own agency in the future.
Logo
A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. This time its personal, it represents you, so make it a good one. After the official brand name is decided, it’s time to start creating a logo around it. Many beginner designers don’t understand the importance a logo has in a brand, or even how important a brand is in itself. Opposed to creating a quick logo in the process of designing a portfolio template, a logo should be made separately and with the utmost consideration.
When designers take the extra time to create a well-branded and effective logo, they have the opportunity to expand the logo design to stationery, business cards, advertisements, and more. Not to mention, these logos serve the original purpose of logo design — to create a brand, build business loyalty, and create an image that aids in recognition. A designer will want to create a logo that represents their design style, and that will attract a client that is looking for that type of design.
Tagline
Your Tagline phrases the most important message about your brand or your product in
a single sentence. Make sure it stands out. You can for instance place a tagline below your brand name. The logo works with out it, it’s an addition to our brand, but it has to work when its there. Tell your story, what do you want clients to know? If possible, try to write your taglines in an ac- tion-oriented way. You can do this by using verbs and sentences that imply an action for the viewer.
Applying Your brand is now your identity and it is time to apply it to everything. Business Card, Letterhead, Website, Folders, Documents, Email, everywhere!
Consistency
So you get bored of your style or your brand. You want to try something new and cooler for your look and message, you start improvising. Just like that, consistency goes out the window. You have to realise that to build and maintain a strong brand, you have to be consistent. Rebranding can be tricky and a lot of the time not worth it.
Branding for a Client
Branding is not a Quick Fix - When business is down, or when competition surges, business owners may begin to believe that a cosmetic fix is the only option to gain attention and business again. This is not true and a complete rebranding can be damaging to a company. So, before you create alter the face of a brand, be sure you’re creating an accurate reflection of what the brand stands for. Make sure the new changes are done for the right reasons. Originality, character and memorability are at the heart of great brands. Your brand is your identity make sure you let it shine through. Don’t change because everyone else does, don’t change because styles change.
Don’t Start with a Weak Brand - This is a hard one, the client wants work done fast they need
a brand design now! They say they will be happy and you can make improvements as time goes by. Essentially you will be rebranding as you go. This is time consuming, the brand doesn’t show personality, it doesn’t cover what the company story or history or products wants to tell. And in the end may result badly for you as a designer. A little bit of research can go a long way. Have a look around at other to see how they are branding. Inspiration not copying.
The Branding Rule of One - Businesses that barely have the budgets and staff required to build one brand try to build two or more. Unless you’re sure that you have the marketing budget and expertise required to build and support multiple brands, stick to the Rule of One: Build one brand for your business. You also don’t want to convey mixed messages. Only massive companies can pull this off successfully.
Live up to Promises - Don’t over promise and always over deliver. It is a great way to make a name for yourself, a good one. Don’t tell them your work will gain them instant recognisability, more sales, more clients, etc. Don’t tell them their logo will win awards, that it’ll be that good. Promise what you can deliver. A solid brand reflecting the business, that will grow with them
Keep it Simple - Appreciate simplicity when it comes to branding. It is so important to pay attention to a business’ brand, from colours to fonts. The simplest designs, when executed well, are often the most eye-catching. A simple design will communicate that you are clear and confident about the personality of your brand.
Packaging Tips
Form & Function - It has to work, we can be as creative as we like designs but it has to work.
Clarity & Simplicity - When designing a good package design ask your self the shop test. What is this product for? What’s the brand behind it? Next time your in a shop look at anything and ask these questions, most of the time it is hard to see both.
Honesty - What you see is not always what you get. Clients and designers, often strive to depict the product in the most perfect way imaginable. Don’t lie to the consumer give them what they deserve. If the product is not good why would you want to work for it, you have a reputation too.
Authenticity - Originality, character and memorability are
at the heart of great brands and of course, great packaging designs. It’s easy to understand why – there are hundreds of products out there, all competing for consumers’ attention.
The only way to set your brand apart is to be different, to be authentic. This is hard to master you need to be original to stand out but still need to be recognised for the product you are selling.
Shelf Impact - Your work is never going to be alone and never going to have a competitor not going against you. This is where shelf impact comes into play. From a shopper’s point of view, a product is never seen alone and never in great detail. Because of the viewing distance from shelves and the fact that products are arranged in rows and columns, all we see are veritable patterns made of various products. It’s not until a certain
That’s all from me
Love
🖤
Katrah