This article is brought to you by Tara, Pie Heart Studio’s very own brand designer! If you’re planning to invest in a website build or redesign for your business, DIY or outdated branding isn’t going to do you any favours.
Read on to find out how professional brand design can take your website to a new level, helping to establish you and your business as a leader in your industry.
Your website is your own unique space on the internet for you to use to grow your business and incite trust in your audience. Good design is essential for making what you say more credible, unique, and engaging.
Whilst website designers specialise in creating a streamlined, unique digital experience for your audience, brand designers design your business’ visual identity which will be used across all mediums, not just your website.
Brand design involves understanding your business and translating it into a powerful strategy, logo designs, colour palette, font system and unique icon/pattern designs. This is all subsequently used by the website designer to create your website.
Step 1: Brand Strategy
The first part of the brand design process is the brand strategy. Just like you need a solid website strategy, we need to create a powerful brand strategy that succinctly communicates the essence of your brand and the messages that you want to communicate.
To do this, we’ll work on your brand’s foundations: your purpose, mission, values and messages. We’ll then get clearer on your brand positioning: your target audience and your competitors.
All this is taken forward and used to inspire the brand identity design, as well as giving your business a strong base that your future website designers, copywriters, marketers, or photographers etc. can use to communicate your brand.
Step 2: Logo Design
Your logo is arguably the most important part of your visual identity, and it will be displayed in various places across your website. However, your DIY logo designed in Canva is likely not going to cut it here.
A professional logo will stick to key design principles of simplicity, scaleability, balance, recognisabilty, as well as skillfully communicating the essence of your brand and business. As part of a logo design process, we’ll design 3-4 versions/layouts, to ensure your logo works well, no matter where it is being presented.
Remember, a logo isn’t just a pretty icon. A logo is an identifiable graphic that is clear, unique, memorable, and succiently communicates the nature of your business, and your brand.
Step 3: Colour Palette
The colours you use are another big part of your brand’s visual identity. Colours are very powerful things, and if used well they can assist in communicating your brand message, connect to peoples’ emotions and drive people to action.
Equally, a poorly formed colour palette that isn’t aligned with your brand, isn’t intentional, or doesn’t allow for enough contrast, can really harm your brand and your credibility.
As part of the brand design process, we’ll create a powerful colour palette that contains colours that work well together and skillfully communicate your brand. This will also assist your website designer to construct your audience’s journey through your site – by emphasising where we want them to click through the use of accent colours.
Remember, every decision we make around colours is intentional and purposeful, and meant to drive action.
Step 4: Font System, Icons, and Brand Elements
The fonts you use on your website are also an important part of your brand identity and user experience; your brand fonts should assist in the communication of your brand message, values, and feel.
They are a key aspect of brand recognition, enabling you to retain consistency and recognisability across platforms. They will be chosen to work well alongside your logo and optimise for legibility.
As part of the brand design process, further brand elements such as icons and patterns may be included. These aspects will add depth to your brand identity, enabling you to take your website to the next level and become truly unique.
Whether this be icons to represent your different services/ streams of your business, or brand patterns to add visual interest, this stage will take your brand identity, and website, from great to awesome.
So there you have it, that’s why brand design is so important for a high performing website. I hope this post helped you to understand the differences between web and brand design, and showed you how the two should work together to help you to reach your business goals.