Brand Design is More Than Visuals — It’s an Experience
This is the most misunderstood concept of brand design.
Most people think of brand identities as purely visuals. On the surface, it’s difficult to differentiate between brand identity and visual design. It’s a misconception that is limiting how you communicate your message.
Visual design depends on style, colors, fonts, and vibe. The message clicks when strategy meets design.
The visual aspect on its own has no strategy and that makes it “pretty,” not effective.
There is a reason why memes work. They don’t necessarily look good but they achieve the primary goal of design; to pass a message clearly.
And hey, even designing from a place of strategy doesn’t guarantee a design will hit. Designers will still miss the mark once in a while.
In this story, you’ll understand what brand identity is, how it is different from visual design, how brand design is more than visuals (it’s an experience).
The Common Misconception About Brand Design
With the rise of design subscription tools, everyone can be a graphic designer. Most claim to be, but they are not.
Most people will say they can design a brand identity, in truth, they cannot.
Clients are commonly found reducing brand design to just logos, colors, and fonts. Designers are often found following without trying to make them understand. It’s a fun circle really.
But it is part of the branding process. Think of brand identity as just that an identity for a brand. It is both visual and verbal.
A visual identity focuses on the visuals — colors, logos, fonts, etc. A brand identity is the whole experience — brand voice, brand name, brand strategy, etc. Essentially, brand identity is visual + verbal.
Shallow, gut-wrenching, and low-effort brand experiences leave clients wondering “wtf?” It happens when you the founder, lack clarity.
Prioritize meaning over beauty. The only way you can do it is by answering the difficult questions and asking yourself, “Is this really it? Is this the answer I am okay with?”
When there is a lack of emotional connection with brands, this is usually one of the most common reasons. It started failing from the start. Starting a business can be impulsive but branding is not. Take it deliberately and strategically.
What Brand Identity Design Really Is
Brand identity design is about creating an emotional and experiential connection with an audience, not slapping visuals on a brand.
It’s everything combined to create the brand.
The brand DNA, the basis of the brand, consists of brand purpose, vision, mission, and values. These pull everything together. These give you more ideas to work with. When the why is clear, the how presents itself in mind-bogging ways.
Sometimes it’s clear, and others, it’s not. It depends on your ability to ask questions to get this done. There are a ton of books on how to discover your why. And hey, you don’t have to do this alone. Book a no-cost 30min session with me here and discuss the issues you’re facing with me.
To summarize what a brand identity entails, even though each stage is much much deeper, here’s what it looks like:
- Brand Foundation
- Verbal Identity
- Naming(Optional)
- Visual Identity
Design Alone Won’t Save a Shitty Brand
Some build brands for status, VIRALITYY!!! They copy templates, they follow frameworks, they use checklists to the point where it’s just not them/the brand anymore. The product is messed up. The experience is messed up. Even the customer service is… well, tough.
Weak Brand + Strong Design = Failure
Think blackberry.
When it was at its peak, it was known for its secure email services and physical keyboards.
(today, the response to that is “yeah, that’s what it’s supposed to do.”)
As smartphone tech advanced, particularly the rise of iPhone and Android devices, Blackberry attempted to redesign its devices with more modern aesthetics and touchscreens to compete in the smartphone market. They did it but despite their sleek designs and attempts to innovate, the brand already become associated with being outdated and less user-friendly.
(and the constant hissing)
The brand’s inability to adapt its core identity resulted in its demise.
Weak brand + Strong Design = Failure.
Great Brand + Weak Design = Success
Every brand almost starts from here.
IKEA, started in Sweden, selling goods from pens to frames, shifted to furniture in the 1950s.
The first showroom opened, and the catalog followed. Early designs where utilitarian (designed to be useful or practical rather than appealing). So it was often criticized for being unappealing. The products looked basic, and lacked refinement.
Yet, people were drawn to the affordability, practicality and convenience of having smart furniture around.
Large furniture in small packaging, the customers transported items themselves. DIY assembly made it even better, a sense of ownership.
(The joy of building something from scratch right?)
The brand resonated with a broader audience and gained momentum.
Over time, demand increased, design improved, collaborations with designers happened, stylish products appeared.
IKEA grew, maintaining low costs while enhancing aesthetics, creating a unique, one-of-a-kind customer experience.
Great brand + weak design = Success.
Great brand + Strong Design = Winning Combo
Brand growth works like magic here. If you’re looking for a fresh example, look up a recent startup that is blowing minds. This is for those who want to level up. The brands who come in hot and plan to stay that way.
Getting hot leads, more attention, and definitely more excitement.
It’s even crazier that founders can aim straight for a strong brand + strong design.
Design can’t fix a weak brand and a weak brand, design.
The True Components of a Brand Identity
While most think brand identity it’s only about the logos, colors, and fonts. It goes beyond visual elements. Consider brand identity design as part of branding.
Branding is the process of informing the perception of your audience about you. From this perspective, brand identity design is about the overall experience the design provides a brand.
Some brands are easy to understand and some, very nuanced. My brand design process starts at the brand foundation, to verbal identity, to naming, and visual identity.
Now you know something others don’t. Intentions don’t matter, actions do. If this has helped you, then I can tell you’re looking for more. Book a call with me here, or go read my other stuff.
Thank you for reading! See you around.
