Designing a successful brand

Benefits of design in establishing a brand


Good design plays a major role in building a great brand. It is important to understand how the two can benefit your business.

Advantages of designing a brand

Branding offers a number of key benefits:

  • A competitive advantage - eg it can help you compete for audience attention, employee talent, resources and funding.
  • A stable asset - when aligned with your business strategy, it can outlast products, technologies, market changes. Consider, for example, the 'Coca Cola' brand that's been around for more than a century.
  • Financial value - although intangible, branding can create a lot of value for your business. For example, by building awareness for your business and helping you attract customers, suppliers, etc.

While branding is a strategic activity, there is usually a vital creative component too. Think about - for example - the Nike 'swoosh', which is a simple, yet effective, logo that conveys energy and movement, and is appropriate to a company that makes performance sportswear.

Types of design used in building a brand

Many design disciplines are used in developing a successful brand, including:

  • graphic design - to create a visual image for your business
  • website design - to help you market and sell your products online
  • retail design - to build the look and feel of the environment where you sell your products
  • office design - to create a space that expresses your brand and shows what your business stands for

Find 8 design tips for creating a successful brand.

Building a corporate identity

Your corporate identity is made up of the visible elements of your business, including:

  • logo
  • business and brand names
  • any specific colours you use in your logo, branding, premises, etc
  • letterhead
  • advertising
  • packaging
  • website
  • retail environment or office

Read more about branding for your business.