Brand communication and strategic design

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The role of design in brand communication is highly important. The exterior design of a product is the first thing that consumers see and interact with. But design goes beyond external appearances. It is the intrinsic makeup of a product that supports the function and usability of a product for the consumer.

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=\”1\” disabled_on=\”off|off|off\” admin_label=\”Featured Image Section\” _builder_version=\”3.23.3\” border_width_top=\”1px\” border_color_top=\”#576578\” border_style_top=\”dotted\” border_color_bottom=\”#576578\” border_style_bottom=\”dotted\” custom_margin=\”10px|30px||30px\” custom_padding=\”10px||0px|||\” global_module=\”7027\”][et_pb_row admin_label=\”Featured Image Row\” _builder_version=\”3.26.3\” _dynamic_attributes=\”background_image\” background_image=\”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9mZWF0dXJlZF9pbWFnZSIsInNldHRpbmdzIjp7fX0=@\” background_size=\”initial\” border_color_top=\”#576578\” border_style_top=\”dotted\” link_option_url=\”/publishing/book-design/\” custom_css_main_element=\”background-size: 750px;||min-height: 422px;\”][et_pb_column type=\”4_4\” _builder_version=\”3.25\” custom_padding=\”|||\” custom_padding__hover=\”|||\”][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=\”1\” _builder_version=\”3.23.3\” custom_padding=\”0px||0px||true\”][et_pb_row _builder_version=\”3.25\” custom_padding=\”12px|30px|0px|30px|false|true\”][et_pb_column type=\”4_4\” _builder_version=\”3.25\” custom_padding=\”|||\” custom_padding__hover=\”|||\”][et_pb_text _builder_version=\”3.26.3\” text_font=\”||||||||\” text_font_size=\”10.5px\” header_font=\”||||||||\” header_2_font=\”|||on|||||\” header_2_font_size=\”12px\” header_2_line_height=\”1.6em\”]The role of design in brand communication is highly important. The exterior design of a product is the first thing that consumers see and interact with. But design goes beyond external appearances. It is the intrinsic makeup of a product that supports the function and usability of a product for the consumer.

According to Vega, the South African brand communication school, a brand is a construct that establishes and communicates a particular and unique meaning in order to add value and connect with people. A good brand should have a unique and meaningful persona.

A brand is an effective communicator that adds value to the lives of its consumers. It should be transparent in that it lives up to its promises and never takes more than it gives. The consequence of these attributes is profitability.

What is brand communication?

The way a brand communicates with its audience is also an important part of how it is perceived. The design and advertising of a product are two functions that determine the success or failure of the brand.

Brand communication is a form of brand management that informs, persuades and reminds stakeholders of the brand’s strengths, values, products and services. The stakeholders include consumers, investors and employees. Brand communication is the voice of a business.

It is a promotional tool used by the brand to communicate and deliver meaningful messages to the stakeholders. These messages can be broadcast via any media, traditional or digital, to inform people about the latest developments and offerings of a brand.

What is strategic design?

As market competition becomes more fierce, products need to stand out from their competitors. Strategic design helps products to differentiate themselves from other offerings on the market, communication directly with intended consumers.

Strategic design is the amalgamation of strategy, management and creativity. These three integral processes work together in a coherent manner to build an outstanding product that sets the brand ahead of its rivals.

Vincent Van Gogh put it perfectly when he said “Great things are not done by impulse, but by a series of small things brought together.” When the seemingly small roles of strategy, management and creativity come together, it creates a powerful product that speaks directly to the user.

Design is the soul of a business

Aesthetic appearances of products are important. The packaging, design and presentation of the product is the first impression that the consumer sees. These all feed back into the overall appearance of the brand in the marketplace. Strategic design is what makes great brands, such as Apple and Nike, connect so well with their target markets.

“In most people’s vocabularies, design means veneer. Nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation,” said the former CEO of Apple, Steve Jobs. Business guru, Tom Peters, also likened design to the soul of an enterprise. If the design is the soul of the business, then brand communication is its expression.

How to improve a brand communication strategy

There are several ways that a brand can improve its communication strategy with consumers and stakeholders. The first and foremost way to ensure good communication is to be authentic and honest with stakeholders. If consumers are happy with a brand, they will become word-of-mouth advocates for the product.

The second way to create an effective communication strategy is to start conversations and provide relevant content. Consumers enjoy having a dialogue with brands because they feel like they are being listened to and that their needs are being heard. Of the easiest ways to start conversations is to create enticing content to which consumers can relate and discuss on social platforms.

Next, brands don’t always need to self-promote. Consumers can grow tired of gloating brands that are quick to tell the audience how great their products are. Brands that over-promote without offering any value to the audience are unlikely to create any customers.

In the digital era, it is relatively cheap and easy for brands to communicate with consumers. However, brands should always try to market their products with the consumers, not to the consumers.

Successful design and meaningful brand communication are keys to profitability and product performance.[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=\”1\” admin_label=\”View Related Projects – Section\” _builder_version=\”3.26.3\” border_color_bottom=\”#576578\” border_style_bottom=\”dotted\” custom_padding=\”0px||6px||false|false\” global_module=\”12072\”][et_pb_row _builder_version=\”3.26.3\” custom_padding=\”12px||0px||false|false\”][et_pb_column type=\”4_4\” _builder_version=\”3.26.3\”][et_pb_text _builder_version=\”3.26.3\” text_text_align=\”center\” header_2_font=\”|600||on|||||\” header_2_text_color=\”#f36c21\” header_2_font_size=\”12px\” text_font_size__hover_enabled=\”on\”]

View Related Projects//

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Flame Design is multifaceted design studio based in Cape Town, South Africa. We specialise in a variety of services, including production, design, photography, publishing, digital media and art.

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