Design 101: Creating Memorable Brand Experience With Brand Identity

by | Nov 13, 2023

Brand identity is the visual representation of your brand that sets it apart from competitors. It includes business colors, typography, logos, and other elements that distinguish it. All these elements work together to convey the brand’s message to the consumers.


Psychology Behind Brand Identity


Have you ever wondered why children’s clothing brands often use pastel colors? And why do finance companies usually choose the color blue for their branding? It’s all about the color psychology behind it. Where the red color ignites passion and danger, the blue color represents trust and dependency. And that’s why banks and finance companies use blue in their logo to be seen as trustworthy and reliable!

Similarly, pastel colors are more often used in children’s clothing brand because it gives cool, soft, and fun vibes. The relationship of colors with emotions is undeniable, which helps graphic designers decide what to choose while designing a brand identity.


Brand Identity VS. Brand Image


Where brand identity is a brand’s self-representation, brand image relates to how your customers perceive you. Here are various aspects that can help you differentiate between brand identity and brand image.


comparison of different aspects in brand identity vs brand image

Brand Identity vs Brand Image: Different Aspects


The Role of Graphic Designing in Shaping Brand Identities


In today’s visually driven world, graphic designing is pivotal in shaping brand identities. Whenever we think about iconic brands like Nike or Apple, visual elements like a logo instantly come to mind. The graphic designers carefully design these elements to leave a long-lasting impression on consumers’ minds. So, we can say that graphic designers play a crucial role in creating memorable brand experiences.


The Power of Visual Consistency

Consistency is the key when it comes to building a solid brand identity. Your brand should be instantly recognizable across all touchpoints, whether it’s a website, logo, brand packaging, or social media profiles. That is why designers ensure that a brand’s visual identity is consistent.

Similarly, the logo is the first thing your consumers notice, and it acts as the face of your brand. A well-designed logo encapsulates your brand values and its essence, making it essential to make choices that are significant to appeal to the target audience. For example, a brand-like channel will likely opt for a sophisticated color palate and elegant typography.

Storytelling Through Design

Storytelling is a powerful tool to engage the audience. Graphic designers use illustrations, photographs, and infographics to engage the targeted audience visually.

The brand story goes beyond its products or services. It surrounds its origin and values. By visually representing these narratives, designers have the power to create an emotional connection between a brand and its audience. Take the example of Airbnb, for instance. It uses vibrant colors, diverse photography, and playful typography to convey its message of adventure.


Airbnb layout shown in brand identity VS brand image

Brand Identity vs Brand Image: Design of Airbnb’s website

Graphic Designing and Digital Marketing

What do you think will get the most leads, a well-designed social media post or just a random one downloaded online? You have understood the fact by now that you don’t just need a logo, you need a brand. And digital marketing is as equally important as the existence of your brand. Visual content such as social media posts, online ads, and email newsletters are highly sharable and capture the attention of your audience. Whether it’s a website we’re talking about or banner designs, graphic designs help convey your messages and are crucial for your brand’s success.

Initiating the First Impressions

Impressive graphic design helps initiate the first impression. When you start a business and present it online, the first thing you wait for is some activity on your social media profiles, the first impressions. Getting first impressions can be hard with a lot of competition in the digital world. But when you have a powerful graphic designing team, getting first impressions might not be that hard.

a person holding a weighing scale involving a green tick and a red cross

Brand Identity vs Brand Image: Differentiating b/w good and bad designing


Having an online presence doesn’t mean simply putting your product online; you must present it right. You must always keep in mind the competition you are working against and what sets you apart from others. There can be factors in digital marketing that you might not control, but presenting your product or services graphically appealing is in your hands. That’s why businesses invest in graphic design services because they know this can make them win the fight.


Collaborating With Graphic Designers


Here are a few things that you need to keep in mind before and while collaborating with the graphic designers.


Be Clear with Your Goals

A successful project starts with clearly understanding objectives, missions, and creative briefs. You should provide complete information about your business and its objectives to the designers to make sure that you and your design team both are on the same page. Sharing deadlines and possible obstacles will give a good understanding of projects and the designers will better know whether they can meet your requirements.

What Type of Skills You Need

It will only help you if you have a basic understanding of the design world. In this way, you can easily shortlist the candidates for your project. For example, will the designs be created in Adobe Illustrator or Photoshop? Will your campaign designs use pre-existing templates, or do you want graphics to be designed from scratch? Answering these types of questions in your mind will make the requirements clearer for you and the graphic designer.

Start with a Trial Project

It is a better practice to start with a trial project when choosing from multiple designers. It will narrow down the list. Secondly, the trial project doesn’t necessarily need to be a difficult one. For example, you can ask them to do a simple task that only needs a few hours to be completed, like creating a logo or updating any of your previous projects. Always keep in mind that the trial task should always be a paid one.

Don’t Rely on Portfolios Alone

Choosing a graphic designer based on their portfolios is not a great idea. Instead, schedule an interview with them, whether online or on-site, and ask them about their designs and what inspired them to create those designs. This way, you can have a better understanding of their creativity level and what inspires them.


Final Words

Just like your own unique name and identity, brand identity makes your business stand out uniquely among others. It ensures brand consistency and helps create memorable brand experiences. From your brand logo to product packaging and website interface, your brand identity is carefully created by graphic designers to leave a lasting impression on your consumers. It plays a vital role in running a successful business by visually communicating with the audience and their emotions, ultimately improving trust and credibility.

To sum up, a strong brand identity with its visual brand language, not only enhances your brand’s visual appeal but also builds a sense of connection and recognition among your target audience.


Author Bio

Ms. Soha Abid is an accomplished Content Developer, SEO Writer, and Designer, bringing four years of experience in serving clients both locally and internationally. She excels in crafting optimized content for businesses, affiliates, and blogs.

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