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Difference between Brand and design strategy

Brand vs Design Strategy

Difference between Brand and design strategy

Brand Design And Strategy- Understanding The Difference 

Your brand is not just a logo or a slogan; it’s the heart and soul of your business identity. The concept of ‘brand’ is often discussed in business circles, but unpacking its full meaning can be a maze.  Steve Jobs puts it well:

 “The art of marketing is the art of brand building. If you are not a brand, you are a commodity.”

So, do you see your business merely as a commodity, or are you striving to build a memorable brand? 

When building a brand, Brand strategy, brand design, and the broader concept of branding are often confused, making it challenging to understand their distinct roles. The term “brand identity design” further complicates matters.

This article aims to clarify these concepts, helping you understand what you are truly investing in and how it benefits your business.

Simplifying The Terms For You… Brand Design And Strategy 

Brand Design 

Brand design is about making a company’s look reflect what it’s all about, including goals and what it sells. More than just good looks, it’s a thoughtful way to express the brand’s character using design choices. These choices, from the type of font and color to the logo and design style, are carefully made to communicate with customers effectively.

The key purpose is to create a distinctive and lasting image that people remember. Brand design uses visual cues that should be familiar whether seen on a product or online, making sure a brand catches attention and connects with people.

It’s about setting up a silent talk with customers. You must always convey the company’s message in every encounter with the brand. This will encourage recognition and loyalty. This is done by combining visual aspects together cleverly, resulting in a powerful connection between the brand and its audience.

Brand Strategy

Creating a brand strategy involves making a plan. The plan sets a company apart and connects it with its target audience. This is to achieve specific goals. This involves clearly defining the brand’s core values, personality, and unique promise to customers. Understanding the target market is key, as tailored messages resonate more. 

Studies show that brands that successfully connect with their audiences may experience up to a 23% boost in revenue. A brand strategy emphasizes distinctive market placement, making a brand notable amidst competition by showcasing its uniqueness.

Through uniform communication across all channels, a brand can build loyalty and sway the decisions of consumers, paving the way for its expansion and triumph. Thus, a well-defined brand strategy is crucial for long-term success and building a strong customer connection.

Brand Design vs. Brand Strategy: Understanding the Differences

Understanding the difference between Brand Design and Brand Strategy is key. It’s vital for making a brand that stands out visually and forges deep connections with its audience. This drives customer loyalty and secures the brand’s longevity in the market. Let’s explore these concepts more deeply for clarity.


  1. Brand Strategy: This represents the overarching game plan for constructing and nurturing a brand’s identity and how it positions itself within the market. Consider Nike’s approach, which is centered around offering inspiration and innovation to every athlete in the world, encapsulated by their evocative slogan, “Just do it.” This strategic framework shapes all their engagements with customers, from marketing initiatives to product development.
  2. Brand Design: This involves creating visual elements that convey the essence of the brand. Apple’s dedication to a simple design across its products, packaging, and advertising material demonstrates its strategy focused on innovation, ease, and a smooth user experience.


  1. Brand Strategy: Brand Strategy is a thorough process. It involves understanding the target audience, analyzing competitors, and crafting a distinctive position. CB Insights says startups struggle mainly because they ignore market needs. This lack leads to no solid brand strategy.
  2. Brand Design: This is concerned with the consistency of a brand’s visual portrayal across various platforms. Coca-Cola, for example, has consistently utilized specific design elements like its notable red color and classic typography, achieving global recognition.




  1. Brand Strategy: Acts as a guiding beacon for all decisions related to a brand. Starbucks’ concept of offering a “third place” for consumers, somewhere between home and work, has steered its choices regarding store design, location, and ambiance, significantly contributing to its success and customer fidelity.
  2. Brand Design: It is crucial for making the brand immediately identifiable. The iconic McDonald’s golden arches and their signature color palette showcase how design can trigger recognition and evoke a sense of familiarity worldwide.


  1. Brand Strategy: It profoundly affects a brand’s ability to compete and succeed in the marketplace. A coherent brand strategy can bolster a company’s worth by giving customers compelling reasons to choose it over the competition. Forbes indicates that consistent brand presentation across various platforms can amplify revenue by up to 23%.
  2. Brand Design: When executed adeptly, design fosters a robust visual identity that enhances recognition and improves perception among consumers. Research by the Design Management Institute shows that companies that prioritize design outshine the S&P Index by 219% over a decade.


  1. Brand Strategy: Shapes a brand’s future direction and growth potential, taking it toward realizing its objectives. For example, Lego’s approach to attracting both kids and adults with creative products and encouraging community participation has solidified its leading position in the toy industry
  2. Brand Design: It influences the initial consumer engagement with the brand. Airbnb’s logo transformation to the “Bélo” symbol aimed to symbolize belonging, aligning with their strategy to create a world where everyone can feel part of a community anywhere they go.

Key Takeaway

Navigating through the domains of Brand Design and Brand Strategy, it’s evident that each plays a vital role in brand development. Strategy is the plan behind what a brand wants to be, and Design is how the brand looks to everyone. They work together to make a brand that looks good and reaches the right people, helping the business grow and stand out.

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