In business, brand identity is everything.
It communicates who you are, promotes recognition, and represents your promise to the customer. Therefore, it’s essential to have strong visual design throughout your branding materials.
Hire an experienced graphic designer to help develop your brand identity and build awareness.
Use these 6 important business details as a guideline for your graphic designer.
1. The Basics
Start with the basics.
Give the graphic designer a brief overview of the company. An experienced graphic designer will ask plenty of questions to get to know your business better, so be ready to answer:
- Who is your target audience?
- How has your brand evolved and where’s it going?
- Who are your competitors?
- What are your top products and services?
These questions help the graphic designer become familiar with your business. They can use it as filters as they develop visual content.
2. Branding Guidelines
To maintain the brand’s integrity, a visual style guide for a graphic designer is necessary.
A style guide contains every important aspect of your brand’s expectations. What colors, fonts, images, and iconography do you like? What design elements do you find most appealing?
A style guide gives your graphic designer a point of reference. They’ll be able to create marketing collateral or digital ads that have a cohesive look and feel.
Take a look at Strategy’s logo, which supports the brand’s identity. It includes black and yellow colors and Antonio font.
Taglines are simple, memorable statements that speak to key benefits of the business. They are typically a few words and help the customer remember you.
Here are a few well-known examples:
- Nike’s Just Do It
- McDonald’s I’m Lovin’ It.
- Lucky Charm’s Magically Delicious
A tagline can inspire a graphic designer to get creative. It gives them a sense of feel and mood for the product or services. Create a few taglines and have your graphic designer test them with different marketing campaigns.
4. Unique Selling Proposition & Features
Unique Selling Proposition (USP) highlights benefits, resolves customer’s needs, and sets the business apart from its competitors.
USP builds trust and tells customers why they should do business with you. A doctor with additional certifications or training could highlight these points in their brand messaging to help them stand out.
Features are characteristics about your business, products, and services. For example, if you sell doors, the wood type and quality would be a feature.
The product features should relate to customer benefits. In the door example, the benefit of solid wood is durability, which can help prevent break-ins.
These type of brand identity details are necessary for a graphic designer to know.
For marketing campaigns, it helps them understand your business better. They’ll be able to create a compelling design to highlight benefits and features, so it stands out more.
5. Company & Product Goals
Let your graphic designer know the goals of your marketing campaigns.
If you want a product feature to appear “cool” or “sleek” you most likely don’t want bright pink or rainbows in your designs.
If you want new customers, bad graphic design won’t work in your favor. Set expectations and keep your graphic designer informed.
Budget is critical for your marketing campaign.
Your budget and expenses will vary from project to project. Discuss with the graphic designer about your budget goals.
They’ll tell you whether your objectives are practical with their scope of work.
Need Ideas for Your Brand Identity?
We can sort out the details, research competitors, develop company goals, and create eye-catching graphics for your brand.