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Elements of A Client’s Business vs Branding

I’ve talked about a lot of different aspects of branding lately, from logos and color palettes to imagery and demographics. Today I want to talk about how the elemental aspects of your client’s business play a critical role in their design branding.

What do I mean by “elements”?

The elements of a client’s business are the nitty-gritty of the business. They’re things like:

  • What do they sell?
  • What services do they offer?
  • How big is the business?
  • What’s the business’s tone of voice?
  • How old is the business?

Knowing the answers to these questions are important because they are the foundation of your client’s business and the cornerstone of their branding.

Do your research

Once you know what the elements are, do research on companies similar to your client’s. For example, if your client sells handmade chocolates, see what other chocolatiers are doing, including heavy-hitters. Then draw from what you see and use it to inform your branding for your client.

Don’t forget about voice and tone

While voice and tone are the domain of copywriters, designers can convey tone with color, design, and image. Make sure that you aren’t going against the established voice and tone of your client’s business with your design choices, particularly with large businesses. Brand changes on big companies are more delicate and should be approached that way.

There are lots of aspects to branding, which is why I’m dedicating so much time to it this month. If you have questions for me about branding, feel free to send me a message at https://www.coumba.win/. Happy designing!