
Every brand has an incredible story to tell the intended
market, however, it is upon the brand to find out how to tell that story most
effectively. From a new and budding start-up business in Lagos to the already
established business in Abuja your branding story is very important in
influencing perceptions and building the all-important first relationship with
your consumers. Of all forms of communication, design may arguably be among the
most impactful in telling that story vis-à-vis a visual representation of the
company. Companies know that people want to get to know them but is your brand
story well defined? And does your design strategy tell that story or does the
design strategy support that story?
As things stand in the current business environment and more
specifically the Nigerian market, it is therefore important for brands to be
well defined. Still, even the deepest and most meaningful client stories
require the proper design to be effectively delivered. Read on to find out why
design should be considered as an important pillar of your brand and how it can
impact everything starting with brand recognition and ending with brand
communication.
The Power of a Brand Story
It will always be a tragedy for any brand not to have a
tagline or slogan that can efficiently convey its story. It is a story about
your company, what you do, why you do it, and the differences you provide. When
done right it elicits emotional appeal, this makes your audience understand
your business, and why they should be interested.
The need for shoppers to find authentic information and the
evolution of the digitally native generation means that storytelling has become
more critical for Nigerian businesses than ever. Whether you have a local
business, a big company, or an internet-based company, your branding needs to
be compelling. But how can you make it possible for your audience to relate to
your story? The solution is found in visual communication through design.
Design as a Visual Communicator
It is a tool through which your brand message communicates
your brand story to audience targets. Starting from the logo up to your
company’s website and the marketing collaterals, all designs should echo your
brand messages. Design aids to make your narratives straightforward, to
translate your values and mission to a language your audience can comprehend.
For explanation purposes, let us look at the example of logo
design in Nigeria. Logo design is a form of graphic design that goes beyond an
image or symbol; it is your branding identity in picture form. From a tech
company in Lagos to a retail company in Abuja, that’s the feeling every logo
should give at first glance.
This is important because audiences are in a position to
easily identify your brand design and comprehend its significance. If your
design is unclear or has inconsistencies, your story is confusing, and your
audience cannot relate to your company. That is why graphic designing has a
strategic position in the process of brand equity creation.
The Role of Design in Building Brand Awareness
Brand recognition is therefore an important component of
your businesses especially in Nigeria’s growing and competing economy. Applying
the design of the strategy ensures that your brand manages to stand out in the
hyper-competitive world. But most importantly, how does design aid brand
awareness?
Consistency is Key
As with many aspects of branding, there is a critical theme
that runs through the core idea: consistency. Ensuring consistency is the main
benefit of implementing a specific design toolkit; it means that all objects
with a company’s logo – from the website to business cards, posts in social
networks, or physical stores, will look the same. Whenever customers get to see
the same colors, font, and layout, they are likely to remember and associate it
with your brand.
First Impressions Matter
Your design elements which are your logo design are the
first impression that people have about your brand. The logo should be, on its
own, an easily noticeable tool that instils confidence and curiosity. Visual
impairment of logos may also lead to the loss of potential customers regularly
since your logo can easily discourage any form of interaction with your
products or services.
Differentiating Your Brand
In a growing sea of competition, this is the design strategy
that makes your brand stand out. The Nigerian entrepreneurial environment is
healthy, and in any market that features dozens, if not hundreds, of similar
companies, differentiation can be the decisive factor. Those that put effort
into good, considered design have a better interaction with their public, for a
longer period.
Common Design Mistakes That Cloud Your Brand Story
However, the fact remains that design is crucial for
communicating the brand message; still, many companies make errors that prevent
them from narrating their story effectively. Some of the most common design
pitfalls include:
1. Inconsistent Branding
Inconsistency is one of the biggest mistakes. When the
design elements of your design package: logo and social media visuals, do not
match, it becomes confusing. A customer may fail to remember who your brand is
or what message it was promoting. The good thing is that consistency across all
platforms makes it easier to strengthen or repeat your story.
2. Overcomplicating the Design
The catch is that when translating your brand’s narrative
into design, it’s best not to include every aspect you can think of in the
formula. Cluttering your design overwhelms your target market and weakens your
brand recall. Instead, they should try to establish a simple and bright graphic
design that reflects an individual brand conception.
3. Ignoring Your Audience
Your design must communicate what you want to your targeted
customers. For Nigerian brands, this means being cognizant of the other factors
that influence design, the social and historical context and what appeals to
the aesthetic of the Nigerian people. In today’s world, people respond to
designs they find appealing or eye-catching usually such designs will attract
them to your brand.
How to Ensure Your Brand Story Shines Through Design
1. Consult a Branding Consultant
If you are not certain about the efficiency of your brand
design, there is always the make use of the branding consultant or the branding
agency. They are capable of assisting you in developing a design strategy to
complement the course values of the brand and narrate your story effectively.
2. Focus on User Experience (UX)
It is not just a question of style, but it is a question of
function. To design a website or a mobile application, you should emphasize the
user function so that design elements improve the path and the usability to
make it easy for users to tell the story of your brand.
3. Emphasize Visual Hierarchy
The use of a good visual hierarchy is very effective in
influencing the direction that the viewers’ eyes will follow in reading
information in your design. In this way, you can guarantee that the message
would be clear due to the proper placement of stress on certain aspects of a
brand story, the use of the presence of certain colors, and appropriate typography.
4. Stay Authentic
To sustain that relationship, the information you put out
should be as real as you are. Make sure that your brand reflects your brand
personality the right way and depicts the right attitude towards your business.
Such designs go a long way in building customer relations since people trust
what is original.
Conclusion
Your brand story is one of the cornerstones of your
business, but it won’t work for the organization if it can’t be understood.
Design thinking is the link between your brand proposition and the consumer you
desire to make a connection with. To sum it up, when a Nigerian company commits
to showcasing its brand through a clean and simple design, it will be able to
make sure the story gets out as well as being catchy and easily understandable.
Whether you’re creating a logo or updating the web
interface, bear in mind your brand narrative is a vital element of our design
approach. The better you can communicate your story, the closer you are to the
consumer and in today’s environment, that bond may be what keeps you relevant.