Branding 101: The Basics of Brand Designing and Strategizing

Branding 101: The Basics of Brand Designing and Strategizing

Branding is one of the most important aspects of any business. It is what customers remember you by, and it can make or break a company.

That's why it is important to have a well-thought-out branding strategy. In this article, we will discuss brand designing and brand strategizing.

From using design to capture your Brand Personality to sending out the right message,  we’ll explore how design and strategy work together to create a successful branding effort for your business.

Branding for your business

Branding does a lot for a business. It can create customer loyalty, give you an edge over competitors, and increase your bottom line.

Remember that a strong brand is built on a foundation of trust. And trust is built over time through consistent and positive customer experiences.

A strong brand will make customers feel good about doing business with you. They will know what to expect from your company, and they will be more likely to recommend you to others.

Granted, building a strong brand takes time and effort. But it's worth it in the long run. A well-designed branding strategy will help you achieve your business goals.

What is brand designing?

The question is, what exactly is brand design?

Brand design is the process of creating a visual identity for your company. This includes developing a logo, choosing colors and fonts, and creating other visuals that will be used in your marketing materials. Here are the most notable aspects of brand designing:

Logo design

Your logo is one of the most important aspects of your visual identity. It should be simple, memorable, and easy to read.

You'll be using your logo for your website, business cards, letterhead, and other marketing materials. So choose a logo that is appropriate for the type of business you have.

An excellent example of a well-designed logo is the Nike swoosh. It's simple, easy to remember, and it conveys the brand's personality (sporty and active).

Color scheme and palette

Colors can affect a customer's mood and emotions. People associate certain colors with certain feelings.

For example, blue is often associated with trustworthiness and reliability. Green is often associated with nature and relaxation. Red is often linked with energy and excitement, and yellow is often associated with happiness and optimism. This makes it a good choice for businesses that want to convey a positive and friendly image.

When choosing a color scheme for your brand, think about the message you want to communicate and the emotions you want to evoke in your customers. Bring together colors of varying shades and tints to create a visually appealing and on-brand palette.


The fonts you use in your marketing materials should be easy to read and convey your brand's identity. If you haven't noticed, various fonts evoke a different feeling.

For example, a serif font like Times New Roman is often classic and traditional. Sans-serif fonts like Arial are often seen as modern and minimalistic, while script fonts can be seen as elegant or playful, depending on the design.

What is brand strategizing?

Now that we've covered brand design let's move on to brand strategy. Put simply, your brand strategy is how you position your brand in the market. Typically, brand strategists work to understand the competitive landscape and develop a positioning strategy for their client's brand.

This involves research and a deep understanding of the client's business and the target market. Once the brand strategist has a grip on these things, they can begin formulating a plan to position the brand.

For example, let's say you're launching a new luxury car brand. The first step would be to understand the competitive landscape. Who are the other luxury car brands? How are they positioned in the market?

Next, you would need to understand your target market. What kind of people are you targeting with your brand? What do they care about? What

It's how you differentiate your business from your competitors and make it relevant to your target audience.

Your brand strategy should be reflected in your marketing materials, from your website to your social media posts. There are three key aspects of brand strategy:

Research and analysis

It all starts with research and analysis. You need to understand your business, target market, and competitors. This will give you the insights to develop a strong brand strategy.

Strategists do this through desk research, surveys, interviews, and focus groups. Research is an ongoing process, so you should always be keeping an eye on your competitors and the latest trends in your industry.


Once you understand the competitive landscape and your target market, you can start to position your brand. This is where you decide how you want to be perceived in the market.

There are many different ways to position a brand. For example, you could position your brand as the most luxurious, the most environmentally friendly, or the most affordable.

It all depends on your target audience and what they're looking for. Once you've decided on a positioning strategy, you need to make sure it's reflected in all of your marketing materials.


What is messaging? Messaging is the way you communicate your brand to your target audience. It's how you tell them what your brand is all about and why they should care.

After research and positioning, messaging is the next key aspect of brand strategy. Your messaging should be consistent across all of your marketing channels, from your website to social media posts.

Messaging: Voice and tone

Your brand's voice is a part of your brand's messaging. It should be consistent across all channels, from your website to social media posts. Your voice can be serious or lighthearted, formal or casual, depending on your business.

Think about how you want your customers to feel when they interact with your brand. Do you want them to feel like they're talking to a friend? Or do you want them to feel like they're dealing with a professional organization?

The tone of your voice should be appropriate for your target audience and the type of business you have.

For example, a luxury clothing brand would have a different voice and tone than a fast-food restaurant. The former would likely use a more formal and upscale voice, while the latter would use a more calm and friendly voice.

If you aren't skilled in design, it's worth hiring a professional brand designer to help you create a visual identity for your company.

How do brand design and strategizing work together?

Brand design and strategizing are two very critical aspects of branding. Brand design is all about creating a visual identity for your brand, whereas brand strategizing is about positioning your brand in the market and communicating your message.

Imagine your brand as a person. Brand design is what they wear and how they carry themselves, whereas brand strategizing is what they say and how they interact with others.

Both are essential to creating a strong and successful brand. Think about some of the most successful brands in the world. Chances are, they've put just as much effort into their brand design as they have into their brand strategy.

Final Thoughts

Designing and strategizing are two important aspects of branding. Branding is how you communicate your message to your target audience through design and strategy. When it comes to your own business, don't neglect one for the other. After all, your design and strategy should be working hand-in-hand for the best possible results!