CHARIZMA_Projektowanie marki_Dawid

Brand design enables us to successfully burn into customer’s memory as a result of carefully planned actions and a visual blueprint that together add up to a coherent whole. It’s these two things that create the experience the customer gets and uses to build brand image in their mind.


Brand strategy and brand design combined together equal to the brand’s success!


It’s for this very reason that beginning with the strategy development is so crucial, as it gives us insight into our brand’s authentic value that subsequently needs to be conveyed through words and images (i.e., brand design). If our market research shows that the vast majority of companies looks and communicates in a similar way, and we want to revolutionize the industry, we can’t (nor shouldn’t we) resemble them in appearance and communication. Our image needs to emphasize our distinctiveness, uniqueness, and originality. The purple cow of Milka would be forgotten if it looked the same as other cows.


Colorless brand design?


Should every company really differentiate itself through brand identity? Do all businesses in the same sector need to have a different brand image? The answer is both easy and difficult—should all women wear the same dresses? Not necessarily, because not all of them will look good, and the dress won’t match every style. Brand design is similar. Companies try to differentiate themselves at all costs, which poses a challenge later on. The new skin doesn’t fit the employees’ point of view, and so they start to doubt and negate the new brand design. It’s therefore crucial for the logo not to be the face of the whole company because the logo is merely the icing on the cake, and it’s best if fits the overall brand design.
Another common issue is the decision makers’ stubborn desire to stay out of the spotlight. They often simply lack courage, but often it’s comes down to the fear of losing the trust of existing clients. Still, it’s just unavoidable. Businesses that wanted to remain unchanged, we’re talking about a new brand design here, fell into a trap of their own perception, and not what their clients saw.


Does brand design always make sense?


Not always. If a brand continues to be interesting in its customers’ eyes, there’s no new player on the market that could take over the lead, and end users still recognize the brand’s value, then a new brand design makes no sense. It’s very risky, however, because these days there are no sectors free of competition. Innovators and market disruptors emerge, changing industries through their products, services, and identities, raising the bar or engaging younger customers. Behind new brand design or a brand facelift there should always be something more than just a desire to change the logo. The logo is not the brand.


How do we go about brand design and what services do we offer?


Visual identity
Brand book
Marketing collaterals design
Collateral advertising materials
Art direction