The insight of corporate brand design needs to start from the core goals of the enterprise, industry trends and the deep needs of the target audience, and explore the potential opportunities that are ignored or unmet in brand image design. The following is the insight model of corporate brand design, which is divided into three levels of surface phenomenon, deep insight and action strategy for analysis:
Surface phenomenon:
The homogeneity problem is prominent: the visual styles of brands in the industry tend to be similar, making it difficult to stand out in the market.
The audience has weak brand awareness: target customers cannot remember the brand name or lack emotional connection with the brand.
Brand communication touchpoints are fragmented: brand performance on different media is inconsistent, lacking unity and memory points.
Deep insight:
1. Corporate perspective: Brands need to establish differentiated cognition
Why is it important? In a highly competitive market, differentiation is not only a value proposition, but also the reason for the existence of a brand. Brands need to clarify their core positioning and find a unique label that distinguishes them from competitors.
Insight point: Companies often pay too much attention to product functions, but ignore that brand image is an important link to help customers establish "trust" and "emotional connection".
2. Consumer perspective: Brands need to carry emotional resonance
Why is it important? Target customers are not only buying products, but also looking for a value recognition or lifestyle. Brands need to stimulate users' emotions and sense of identity through design.
Insight: Consumers choose brands not only because of the brand's "functional advantages", but because the brand makes them feel "understood". For example, the younger generation is more inclined to support brands that are "personalized" and "responsible".
3. Cultural perspective: Brand design needs to reflect the spirit of the times
Why is it important? Consumers' aesthetics and cultural cognition are affected by the social environment and popular trends. Brands need to reflect the values of today's society and become part of the target customer group.
Insight: A strong brand image can often be integrated into the culture and become an expresser of the "language of the times". For example, environmental protection, inclusiveness and technology are becoming high-frequency themes in design.
Action strategy:
1. Clarify brand DNA and build a unique visual system
Extract the core values of the brand (such as "innovation", "sustainability" and "affinity") and transform them into specific design language.
Create a unified brand logo, color system and design specifications to ensure consistent brand performance online and offline.
Introduce key design elements that can reflect differentiation, such as exclusive fonts, brand patterns or unique typography styles.
2. Design an emotion-oriented visual image
Evoke emotional resonance among target customers through visual design. For example: soft colors convey "care" and hard lines emphasize "professionalism".
Use storytelling methods to give brand design a "humanized" connotation, such as strengthening the memory point through the story behind the brand LOGO.
Design visual content with social communication potential to attract users to actively share and expand brand exposure.
3. Keep up with trends and integrate cultural topics
Use design styles that are in line with contemporary trends, such as minimalism, cyber futurism or hand-painted art style.
Reflect social responsibility in visual design (such as environmental protection elements, cultural diversity), so that brand design goes beyond the commercial level.
Update the brand image regularly to keep in sync with the aesthetics and values of emerging consumer groups (such as Generation Z).
4. Combine brand communication to strengthen cognition
Apply a unified design language on all brand communication touchpoints (official website, social media, packaging, etc.) to enhance the brand's memory point.
Design exclusive visual expressions for different scenarios (for example, fast-moving consumer goods brands need to emphasize convenience, while high-end brands need to highlight quality).
Use dynamic visuals (such as short videos and animated logos) to enhance the brand's appeal on digital media.
