There has been the same old notion that branding and visual design mean the aesthetics of a business, i.e., company logo, colour, and tags. This understanding has been lingering among the common audience and even some marketers. However, the real deal is these two terms- branding and visual design do go hand in hand but aren’t the same. Long-term success depends on understanding these two terms clearly and knowing their importance.
In this blog, we will discuss branding and visual design in detail and their importance in business, so continue reading.
What is Branding?
“Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015)
Branding is the process of building and shaping a brand in the minds of consumers to give meaning to a specific organisation, company, product, or service. It’s a method used by businesses to help customers immediately recognise and experience their brand, as well as give them a reason to choose their products over the competition’s by defining what the brand is and isn’t. Your brand accurately reflects who you are as a company and how you want to be perceived.
Why is it important?
Let’s take an example of a successful branding story that led to paramount results. Apple has taken the approach of catering to people’s individual demands. They concentrate on how you feel when using Apple products. It’s not about making money. It’s about a way of life, a passion, a dream, a hope, and an inspiration.
This business branding example focuses on giving users of their products a sense of authority. All of this is represented in the company’s branding. The monochrome and simple forms suggest a lack of complexity and an unrivalled grace.
People-driven designs are used by Apple to communicate their emotional and compassionate attitude to users. Apple is regarded as having one of the best corporate branding reputations in the world.
Good branding can do wonders for your business. It can do the following things:
It brings in new customers
Strong branding of your business means there’s enough positive buzz and reputation of your brand to acquire new customers. Once a brand has established itself, word of mouth will be its biggest and most effective advertising approach.
Just like an individual’s reputation, a good reputation of a brand will be built surrounding word of mouth of the brand. If the brand has a good reputation, possible new customers may come into contact with it and already have a positive relationship with it, making them more inclined to buy from it than from someone else.
Increases business value
A strong brand equals a solid reputation, which translates into value. Brand’s influence, premium pricing, or mindset are all examples of value. A brand is a corporate asset with monetary value in and of itself, and it must have its own line item on a company’s balance sheet because it boosts the company’s overall value.
It fosters trust
Strong branding is the best way for businesses to earn trust from stakeholders. They are accomplished by making a reasonable and attainable promise that positions a brand in the market in a specific way and then keeping that promise. Simply said, if the promise is kept, stakeholders develop trust in the organisation. Trust is especially crucial in crowded markets since it might mean the difference between intent (wanting to buy) and action (buying) (making the purchase).
What is Visual Design?
It’s natural to start with visual signals when considering what creates a brand: logos, headers, business cards, and websites. In reality, these components are just the skeleton of what builds a powerful brand. All visible and tangible materials designed to convey the company’s image and show it to the public are grouped together in the brand identity.
Great designers are the stewards of your brand’s visual identity, ensuring that each piece – colours, shapes, typography, and, yes, the logo – is appealing and consistent across all platforms.
It helps clients recognise the firm by establishing a connection with them. Furthermore, it is your brand identity that distinguishes you from the competition.
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