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Transform Your Brand with 10 Design Tips from a Decade of Redesign Success

Over the past 10 years, I’ve been on a mission to revitalize brands in need of a design overhaul.

I’ve turned struggling visuals into stunning success stories, and now I’m sharing my top 10 design tips to help your brand shine.

1. The Importance of Brand Identity in the Era of Digital Marketing and Social Media

In today’s digital age, businesses must recognize the importance of brand identity to stand out in a crowded marketplace.

Digital marketing and social media have transformed how businesses communicate with their customers, making it crucial for them to have a cohesive and recognizable brand identity.

Brands with a clear and consistent identity across all digital platforms are more likely to gain a competitive advantage and establish a loyal customer base.

For instance, companies like Apple and Nike have a strong brand identity that has helped them maintain a significant market share in their respective industries.

To adapt to the changing landscape, businesses must invest in their brand identity by creating a distinctive logo, color scheme, and typography that reflects their unique value proposition.

Additionally, they should ensure that their brand identity is consistent across all digital channels, including their website, social media platforms, and email marketing campaigns.

By doing so, businesses can effectively communicate their brand message and establish a lasting impression on their target audience.

Question: Is your business’s social media a Frankenstein, or do you have a proper identity for that?

2. The Role of Psychology in Creating an Effective Brand Identity

The design of a brand identity is influenced by psychological factors that shape people’s perceptions and emotions toward a brand.

Psychologists have found that people quickly judge a brand based on its visual identity, including its logo, color, and typography.

Have you noticed some physical stores have a distinct smell and background playlist? That’s also part of their brand identity.

For instance, the color red is associated with passion and energy, making it a practical color choice for brands in the food and beverage industry.

On the other hand, brands often use blue in the healthcare and financial sectors as it is associated with trust and reliability.

Businesses can use this knowledge to create an effective brand identity by understanding their target audience’s needs, preferences, and behaviors.

By incorporating design elements that resonate with their audience, you can create a stronger emotional connection and establish a loyal customer base.

For example, the fast-food chain McDonald’s uses red and bold typography to appeal to its target audience of young people and families.

Question: Is there a reason behind your current logo shape, color, or font?

3. The Impact of Cultural and Societal Norms on Brand Identity

Cultural and societal norms play a significant role in shaping brand identity.

A brand’s visual identity should be sensitive to its target audience’s cultural and societal norms.

For example, the clothing brand H&M faced backlash after using a black child model to promote a hoodie with the text “Coolest Monkey in the Jungle,” which was seen as insensitive and racist.

The incident highlights the importance of being aware of cultural and societal norms and avoiding messages perceived as offensive or insensitive.

How do you do it? By researching their target audience’s cultural and societal norms.

You can partner with local communities and organizations to gain insights into their audience’s values, beliefs, and customs. Brands that successfully navigate cultural and societal norms can create a strong brand identity that resonates with their target audience and builds trust and loyalty.

For instance, the makeup brand Fenty Beauty by Rihanna was praised for its inclusivity and diverse product range that caters to people of all skin tones.

Question: Have you researched your business identity or name before starting?

4. How to Create a Brand Identity that Stands Out in a Crowded Marketplace

In today’s competitive market, creating a brand identity that stands out from the crowd is crucial.

You must create a unique and memorable brand identity that sets you apart from your competitors to achieve this.

One strategy is conducting thorough market research to understand your target audience’s wants and needs. This information can then be used to develop a brand identity that speaks directly to the target audience.

Another strategy is to focus on the brand’s values and mission.

A strong mission statement can help your business define its brand identity and create a clear message for its customers.

This message should be consistent across all marketing channels, including the company’s website, social media accounts, and marketing materials.

Creating a clear and consistent message builds brand awareness and increases customer loyalty.

One company that has successfully created a unique brand identity is Airbnb. The company’s logo and branding feature a unique and recognizable design that differentiates it from its competitors.

The company also focuses on its mission of connecting people worldwide through travel, which has resonated with its target audience and helped it stand out in a crowded marketplace.

Question: Do you sound like everyone else or have a unique way of expressing your business?

5. The Use of Storytelling in Creating a Compelling Brand Identity

Storytelling is a powerful tool for creating a brand identity that resonates with customers.

By telling a compelling story, you can connect with your audience on a deeper level and create a solid emotional connection with your brand.

Good storytelling leads to increased brand awareness, customer loyalty, and sales. I mean, nobody like boring stories.

One example of a company successfully using storytelling in its brand identity is Coca-Cola.

The company’s “Share a Coke” campaign featured personalized Coca-Cola bottles with people’s names, which was a huge success.

The campaign’s tagline, “Share a Coke and a smile,” created a story around the idea of sharing a special moment with someone, which resonated with customers and helped to increase sales.

Another example is Apple’s “Think Different” campaign.

The campaign told the story of people who had changed the world by thinking differently and positioned Apple as a company focused on innovation and creativity.

By using storytelling in its brand identity, Apple was able to create a solid emotional connection with its customers and build a loyal fan base.

Question: Do you have a story to tell behind your brand?

6. The Influence of Color Theory on Brand Identity Design

You already know this, but here we go.

Color plays a vital role in brand identity design, as it can impact how customers perceive a brand and its message.

Different colors can evoke different emotions and feelings.

For example, blue is often associated with trust and reliability, while red tends to look energetic and bold.

When creating your brand identity, you should consider the emotions and feelings you want to evoke in your customers and choose colors that reflect these emotions. Consider the color of your competitors and aim to create a unique and recognizable color scheme for your brand.

McDonald’s is one example of a company that has successfully used color theory in its brand identity.

The company’s red and yellow color scheme is instantly recognizable and evokes feelings of happiness and energy. This color scheme is used consistently across the company’s marketing materials, from its logo to its signage, creating a cohesive and compelling brand identity.

Another example is the color scheme the luxury brand Tiffany & Co uses.

The company’s signature blue color is instantly recognizable and synonymous with luxury and sophistication. By using a unique and recognizable color scheme in its brand identity, Tiffany & Co. has stood out in a crowded marketplace and created a strong emotional connection with its customers.

Question: Is there a reason behind the colors of your brand?

7. The Role of Typography and Font Choices in Creating a Brand Identity

Typography and font choices play a crucial role in establishing a brand identity.

The right choice of typography can convey your brand’s personality, values, and message.

For instance, a playful and quirky font can create a friendly and approachable brand image, while a bold and sleek font can project a more professional and modern appearance.

When selecting typography, you should consider not only the aesthetics but also the readability, scalability, and accessibility of the font.

Using a font that is difficult to read or unavailable on all devices may result in a negative user experience and hamper the brand’s credibility.

Typography can also help you differentiate yourself from your competitors.

For example, Coca-Cola’s signature script font is instantly recognizable and differentiates it from other beverage brands. The font has become synonymous with the brand, and even the slightest change in the typography can significantly impact the brand’s identity.

You should also consider how you use typography with other design elements. The use of color, layout, and imagery can all affect how typography is perceived and reinforce the brand’s message and values.

Question: Why did you select your current brand typography?

8. The Importance of Consistent Branding Across All Platforms and Channels

Consistency in branding across all platforms and channels is critical to building customer trust.

Believe me. You don’t want to look like a Frankenstein out there.

Inconsistencies in branding, such as logos, colors, or messaging variations, can confuse customers and undermine the brand’s credibility.

To ensure consistency in branding, you should develop clear brand guidelines that outline how the brand should be represented across all channels and platforms.

These guidelines should include specifications for logos, typography, color palettes, imagery, and tone of voice. You can ensure your brand is consistently represented across all touchpoints by providing guidelines for all stakeholders, including employees, partners, and third-party vendors.

In other words: a brand guide will prevent other people from messing up your brand.

Consistency in branding also extends beyond visual elements to include the customer experience. The customer experience should reflect your values and messaging and provide a consistent and seamless experience across all channels and touchpoints.

A consistent and positive customer experience will help you build customer trust and differentiate yourself from competitors.

Question: How is your brand looking in multiple touchpoints?

9. The Impact of Brand Identity on Customer Loyalty and Trust

A strong brand identity can significantly impact customer loyalty and trust.

Customers who see consistent branding across all touchpoints are more likely to feel confident in your company and offerings.

For example, Apple has built a consistent brand identity across all its products and marketing efforts.

The company’s branding is sleek, modern, and minimalist, which has helped it build a loyal following of customers who trust the company and its products.

Customers who feel connected to your brand are also more likely to become brand advocates, recommending your brand to others and even defending it during crises.

Doing this involves understanding your target audience, their values, and their preferences and developing branding that resonates with them.

Consistency is key. It helps build trust and reinforces your brand’s message. Customers who trust your brand are more likely to purchase from it repeatedly, recommend it to others, and even pay a premium for its products or services.

Question: Do you feel your customers are engaged with your brand?

10. The Benefits and Challenges of Rebranding and Evolving a Brand Identity Over Time

Rebranding can help you stay relevant, reach new audiences, and reflect changes in your company’s values or offerings.

However, it can also be a significant challenge, as it can alienate existing customers and disrupt the brand’s existing image.

For example, when Airbnb underwent a rebrand in 2014, it received a lot of backlash from customers attached to its old branding. However, the company ultimately benefited from the rebrand, as it helped it stand out in a crowded market and better reflect its values.

Over time, you can evolve your brand identity by being transparent with your customers about the changes, listening to feedback, and staying true to their core values.

It’s important to involve customers in the process and communicate why the change is happening and what it means for them.

Brands that successfully evolve keep up with changing consumer preferences while staying true to their roots.

For example, Coca-Cola has evolved its brand identity over time. Still, its signature red and white branding has remained a constant, helping it maintain its strong brand recognition and customer loyalty.

Question: Have you done an update on your brand recently?


Good design is essential for small businesses looking to grow and succeed in the competitive digital landscape.

By leveraging the expertise and services offered by Leverage by Design™, you can transform your business’s logo and website design, creating a powerful and lasting impression on potential customers.

Don’t let bad design hold your business back—take action today and elevate your brand with Leverage by Design™.

Click the link below 👇 to schedule a FREE call with me.

In the best case, we work together, and I help you scale your business with good design as you never thought possible.

Worst case, you leave with a better understanding and actionable tips to improve your brand and website.

Either way, you win.

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