We’ve all heard the old adage: a brand is not a logo (or a strategic brand identity).
And we all understand that a brand is far more than just the visuals, but that doesn’t mean they are irrelevant. In fact, when coupled with strategy, the visuals become more important, as they become part of a cohesive system that shapes the image of the brand in the mind of the audience. In this article, you’ll learn how to create a strategic brand identity design.
Create A Brand Identity Design [Brand Strategy Process]
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Brand Identity Design Evokes Feelings
What we do as brand builders when creating a brand and trying to connect that brand with the audience, is try to create an image in the mind of the audience so that they feel something for the brand.
And if we can identify the feeling that they want to have, then we can design an identity that can help to evoke that feeling.
In this article, you’ll learn how to create a strategic brand identity design
Step #1 Become The Audience
Within the brand strategy development, one of the major tasks is to develop an audience avatar, because everything within the brand strategy is developed from that avatar.
When it comes to the brand identity design, it is the exact same. You need to step inside the shoes of the audience so that you understand them.
You need to understand what journey they’re on, where they’re going through, the challenges they have long in front of them, and, of course, the feelings attached to those challenges.
When you’re able to step inside the shoes of your audience, you can get a sense of empathy for what they’re feeling, and that helps you in the design of the strategic brand identity.