Corporate branding is a complex process that seeks to establish the culture and personality surrounding a company's products and services. This process occurs mostly in the minds of customers, causing them to develop new ways of thinking and feeling about a company. Graphic designers play an important role in this process and are responsible for crafting the imagery and symbols necessary for facilitating a company's brand experience.
The first step in the corporate branding process is understanding who the customers are and what message a company wants to convey to them. This is determined through the use of market research techniques, which include surveys, focus groups and product testing. During this process, a company will gather valuable information that will be used to develop an overall brand design. Due to the fact that markets have become increasingly competitive over time, having a well designed brand experience is the best way for a company to stand out and achieve success.
Once a company has conducted market research and determined its goals, graphic designers are able to develop a brand experience by creating color schemes, logos, packaging and advertisements that convey a message to customers with accuracy and effectiveness. Designers have a keen understanding of how people react to different kinds of visual stimuli, allowing them to tailor a company's corporate branding to target a specific market or group. Successful branding will increase the value of a company by associating it with a high quality product or service. Customers will begin to equate their positive experiences with the brand and its design.
A brand ultimately shapes a customer's experience and builds upon a company's reputation. With the help of a talented graphic designer or design team, a company's corporate branding will establish a strong sense of identity that customers will come to know, depend upon and enjoy.
