The designs we create have to make business sense. Period. As responsibilities and roles grow within our companies, understanding more about business and design strategy becomes vital to a brand’s overall health. From a single customer service conversation to how easy it is to navigate through a website, every aspect of a brand is coherently linked together as one entity.
We have to step back and look at what is relevant to our brands—how they affect our audiences and where they will take us in the future.
Expectations Change Rapidly
With the world at our fingertips, we are ruled by immediacy and personalization to help us make better business decisions—because of these ever-evolving expectations, companies who are flexible toward change deliver value to their audiences earlier, faster and more clearly. We need to talk with our business peers and ask company-focused, crucial questions:
- What are the successes and challenges our companies face today?
- How do the results translate into branding?
- How can a creative solution help build better transparency between our brands and audiences?
By answering these big-picture questions, we can build a hierarchy of purpose—define what the important deliverables are, and discharge the fluffy stuff to help your bottom line.
Authenticity and Consistency are Key
Google. Warby Parker. Netflix. These companies understand their purpose, how to identify their audiences and what their customers want. What they do with design goes beyond what is pleasing to the eye—it is consistent and authentic through voice, personality and action.
Google Home’s tone of voice and enunciation was carefully designed—the same goes for Google’s logo, brand colors and interactive web experiences. With the increase of audio-influenced products, we have to be clear that they sound and act like they are coming from the same brand.
Words chosen by a brand have a major impact on how people feel and connect with a company. In addition, tone of voice reflects a brand’s behavior and personality—whether it is a high-energy, monster-truck-rally tone or a low-key, empathy-filled experience.
When companies give back to the community or stand for something they believe in, people admire their brands more. A brand’s actions can create a bigger impact than the conventional ways of how a product looks and communicates with people. Like all other types of branding, actions displayed by brands have to be purposefuland consistent within the brand’s beliefs, design principles and overall global mission.
What the Future Holds
As we continue to study brands' ecosystems as a whole, we ensure the way our brands feel and interact with people to translate clearly from one medium to the next. All of these moments—from watching a vlog to joining a charitable cause and everything in-between—add up to the experience you have with a brand.