Companies and designers need to STOP focusing on just making things pretty. Applying conceptual and strategic design — and one that incorporates your mission — has to be a part of your brand process.
why brands need to design with a why
Unfortunately our industry is saturated with people pushing out logos, websites and overall campaigns so quickly that it can leave you scratching your head as to the concept. While not every case is like this, clients are often on short timelines and designers can use templates and shortcuts just to get the job done… yet your brand is the foundation to everything else you’ll build. It should unquestionably be carefully created to maximize and communicate what you stand for.
Brands need to express the reason why they are in business, and not just verbally, but visually! At NCD we say “Design with a WHY”. Instead of the self-serving “i” in spelling, we use a “y” to help you think about both “you” and incorporating your “why”. This concept was inspired by Simon Sinek’s famous quote:
“People don’t buy what you do; they buy WHY you do it.” — Simon Sinek
Creating a visual emphasis on your brand’s mission and “why you do what you do” is essential. Brand for the people you want to empower with your mission.
A great example of this is Charity Water. Study their website and tune in to what your personal reaction is to their words, their images, their graphics, color, and font.
Design and Color: Many of the most successful brands in the world involve their design department in the brand strategy. And they should! Design plays a strategic and vital role, tapping into our basic instincts created from our earliest moments in infancy. Read more about that on our post about color.
Visuals and Words: Sometimes brands focus more on the copy and less on their visual identity. Both matter… but remember to utilize the fact that human beings absorb visual meanings before what we read.
Each of these elements add into the multi-layered relationship you want to build with those you serve. If your brand was a building, you’d want it to last a life-time. Would you draw a picture of your dream home and hand it off to any architect and tell them. “Make it look pretty”? Wouldn’t you worry about the quality of the materials from which it’s being made and that the structure is up to code? Every detail matters in the building, and together they form a solid, structure —just how it should for your brand.
So as you build, focus on communicating the WHY in your business and creating strong brand continuity.
If you feel stuck and would like some help, make sure to take advantage of our free consult!