The Difference Between Brand Strategy and Brand Design

Author:
Kaitlyn Cole

filed in:
All, Brand Strategy

Brand strategy and brand design are both important elements of a strong brand, but they’re not exactly the same thing. Brand strategy is the set of rules, ideas, and values that guide the way you communicate with your audience. Brand design is the visual representation of those ideas. The brand strategy defines who you are and what makes you different from other brands; it helps guide the creative process. The brand design communicates those ideas visually—it’s an important element of a strong brand strategy, but it’s not the same thing as brand strategy, and frankly, we don’t recommend doing a brand design without having a brand strategy.

Brand strategy helps you define who you want to be.

Brand strategy is not just about brainstorming logos and colors; it also includes messaging and tone of voice–the personality of your brand as expressed through words and visuals.

It helps guide the creative process by providing direction on how to position yourself in relation to others in your industry (competitors), what type of customer base you want to attract, and how best to reach them.

Brand strategy helps guide the creative process.

The brand strategy process helps you understand your audience and what they need to see in order to make a decision. It also helps you decide what to say, how to say it, and what kind of imagery (visuals) will resonate with your target market.

Brand strategy helps guide the creative process, so it should be developed before any design begins. It is a way for us as designers and marketers to get aligned with our clients’ goals so that we can create something that moves the needle for them. For example: If you own an online sneaker store but want more people buying offline at local boutiques–or if your goal is simply “to sell more sneakers”–we’ll work together on defining those objectives before diving into any other work.

Throughout this process, we are focusing on the big picture, defining who you are, and what makes you different. Brand strategy helps you define who you want to be as a company, product or service provider in order to create an emotional connection with customers through their experience with your brand and products.

Brand design is the visual representation of those ideas.

Brand design is the visual representation of your brand. It’s the way you communicate your brand strategy to the world and helps you stand out from your competitors. Brand design can include a logo, color palette, or any other visual element that represents your organization in an engaging way.

When done well, brand design makes it easy for consumers to identify with your business because they understand what makes you unique from other companies out there–it tells them why they should choose one thing over another. A good example of this is Starbucks’ green siren logo: people instantly recognize it as being associated with coffee shops (even though there are many other companies that use similar colors).

Brand design makes sure that everyone knows who you are.

Brand design ensures that your identity is recognizable to anyone, be it when they come across your ads or walk into one of your stores. It also applies when they read an article about a societal issue, watch a business-related video on YouTube, glance at artwork while waiting at an airport gate, or visit another country where your brand exists. In short, brand design guarantees that your presence is known in any context. Brand design is an important element of any strong brand strategy but it’s not the same thing as a brand strategy itself–it’s more like icing on top of an already delicious cake!

Brand strategy and brand design are two different things, but they work together to make your brand stronger. The brand strategy is the set of rules, ideas, and values that guide the way you communicate with your audience. It helps you define who you want to be and what makes you different from other brands. The brand design makes sure that everyone knows who you are by creating a visual representation of those ideas–whether it’s through logos or websites!

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