Graphic Design = Skeleton
When thinking about what makes a brand, it's natural to start with the visuals; logos, business cards and websites. This is simply the skeleton of your businesses identity. When designers properly design your material with correct colors, shapes and typography to name a few - they properly design your skeleton and their underlying function.
Branding = Body and Soul
As our bodies, we can't function with only bones. To keep the analogy going - we need the flesh, the organs and our veins to connect it all together with our brain of course. Unless you are a mountain, well, then, yeah, you are just there and existing for billions of years. But for our known history, there are non businesses to this date that have survived billions of years - so we'll assume that you are not a mountain. To go more in depth of what defines branding in a business, its everything that comes out to your customers, partners and markets. Its their first impression, second impression and their short or long relationship with you and your company. How your customer support answers the phone to the pictures that hang in your offices.
Both the graphical design and the branding of your company are connected and synced, just as your skeleton, body and soul. For Graphical design to work, you need a strategy or a brain to make something purposefull. We will talk about the Strategy part in a later blog post ;) For now, lets keep us to why Graphical Design and Branding is so important, and maybe it can spark up some wild ideas to help out with building your brand.
Here are 5 Reasons Why Graphic Design Is Important For Your Business
1. First Impressions Matter.
Humans form first impressions in matter of seconds. In this short period of time, we tend to already categorize if a company is premium, medium or "cheap", if a company is thrustworthy or not and if we would buy a product or service from "Company X" or not. Good graphical design is important for exactly this. When a customer hears about your brand for the first time, they are most likely going to do some preliminary research on your website before making any further contact or purchase - like com'on, look at you, you are e bunch of sleasy salesmen - and they don't trust you. If you haven't seen The Wolf of Wall Street, that sounded offending and corky - sorry for that. But on a real note, go watch the movie if you haven't. Back to what you actually came here for. New customers don't trust you. Therefore, your Graphical Design has to match up with the rest of the brand to build trust, proffesionalism and integrity.
2. Consistency is credibility.
As mentioned above, your graphical design has to reflect your strategy and the road you want to go. This means that your strategy needs to be clear. Let's take a look at an example to show what we mean by this. Lets say you walk by a football field and see a football player net the ball in the top corner from 30m distance, just as Cristiano Ronaldo would. Would you assume this player is as good as C. Ronaldo? No, you wouldn't, because you realize that he could have been lucky. If you had seen the same player hit the ball with finesse 30 times in a row, then you potentilly could start to believe that this football payer may be a professional. Therefore, Consistency creates credibility.
The exact same principles comes to marketing and branding. Creating consistent content is the key to build a dedicated following base who trust your brand and belives in your message.
3. Creativity kills competition.
Graphic design is important for any business looking to slay competition left and right.
The low barrier to entry in the content creation world is a good thing for those looking to build a brand; it does, however, come with the lofty price of new competition - Thank you Facebook, Instagram, Youtube and Snapchat, you guys are really helping out.
To stay ahead and slay your competitors, you’ve got to get creative. Create content that solves a problem and gives value to the customer for FREE. Yes you read that right. For FREE. Don't demand to get paid for your knowledge in this day and age of building a brand. Because the truth is as Gary Vaynerchuck says, give out knowledge for free, and it will pay you in the long term. Graphic design combined with marketing can be used to empathize with the audience by literally showing the audience what life would look and feel like with pain point x solved by your product, service, or advice.
4. Aestethic and Function.
Creative decisions are always subjective, and it is important that something you like visually, may not appeal to others. And this is absolutely okay. The whole point with content, graphical design and strategy is to get attention, try and fail. By trying out different strategies for your content and graphical design, you will see what your audience responds positvley to and not - take this with you, and learn.
5. Your message matters.
Graphical Design is important for your story telling. Graphical Design is more than just illiustrations, logos or the font that has been chosen, but it can communicate feelings and emotions for your customer, which sets the tone for your brand and message. Simply put, graphic design feeds your brand, your brand feeds your business. If your visual elements are competing with one another, you’ll never win the competition for your customer’s attention. Therefore, you need graphical design that tell the same story - but communicates it differently.