You have perfected your brand identity and story, now it's time to translate this narrative into compelling visuals that complete the package. A powerful design has great impact when telling the story of your brand. Whether in a retail store, a tradeshow booth, or on product packaging, if your design makes an impression, your connection to the audience will come naturally.

Consider your end user, what value does your brand add to the customer? What makes your brand authentic? What reaction does your brand attempt to evoke? How these factors are expressed through your design will be key in conveying the core identity of your brand and allow for a consumer to connect, leaving them feeling satisfied and wanting more. Developing brand attributes through your designs, keeping them simple and clear will allow your consumer to recognize you in all settings, and become familiar with what your brand stands for; in stores, online, through advertising, the list goes on.

Your design creates the experience your brand represents. It's a tool used to enhance visual components complementing the brand story. Even better if you can appeal to the consumers' five senses--creating an even more authentic and memorable experience than others who stick to the basics elements.

Keep in mind when formulating your design, all pieces ought to fit together cohesively. Your marketing collateral, website, retail displays, style guides, even the interior design of your store or office, they all make up the face of your brand. When a consumer visits your booth at a trade show, visually and mentally it will feel like your retail store experience. The colors are the same; the products are presented in similar packaging, it feels consistent across the board and lays a foundation for brand familiarization.

Start at the basics. Establish a color palette for your brand ID and ensure the same colors are used in everything from your brochures to graphics on an in-store retail wall. Provide logo usage guidelines, this will help in situations such as a vendor printing it on a uniform or a partner using your logo on their collateral.  Determine your visual design elements. Does your brand have a particular material that represents it? These elements should be present on all visuals, and complemented by your color palette for a consistent look and feel across the board.

Brands and presentation go hand-in-hand. You can have a fantastic brand, but if presented in an unimpressive way, it gets lost in the mix and people won't take notice. Your design is an opportunity to humanize the story of your brand, creating an experience people want to interact with and building brand loyalty.

Published on: Jan 19, 2017