4 common brand problems good design can solve

So, you’re in charge of a brand. Congrats! That’s a big flippin’ deal. Managing a brand is tricky work, especially when …

  • your visual identity is years (or decades) out of date

  • those company sales targets are soaring out of reach

  • the competition is breathing down your neck at every turn

*Whew.*

Let’s pause. Count to ten. And recognize that all these problems can be solved by good design.

Can good design really fix all that?

Yes, yes it can. I’d go as far to say that good design can solve any business problem. Here’s why.

Good design is grounded in good research. And in addition to identifying solutions, good research uncovers the juiciest problems.

Once you—business owners and brand managers—understand your root problems, designers can use their knowledge, creativity and technology to help solve them.

It sounds simple, but it’s not always easy. One brand problem can have several solutions or require a multi-faceted design approach. But don’t worry. Designers eat brand problems for breakfast, and we’re hungry to chomp on yours.

Now that we’ve laid the groundwork for good design, let’s consider four common brand problems we can solve using this curious and creative profession.

Problem #1: A decreasing customer base

If you came to me and said, “Claire, we’re losing customers. I think we need a flashier logo,” I would say … “Hold up. Tell me about these customers. Who are they? Where are they going? And why?”

In other words, I would want to understand your customers’ experience. Then I’d ask how you’re reaching them. Social media? Your website? Does your online presence reflect your brand?

Before creating anything, I’d research the heck out of your business, your competitors and industry trends. That way, my resulting designs would directly address your core challenges

Problem #2: An outdated visual identity

To confirm that your brand faces this problem, I’d ask you some hard-hitting questions, including:

  • Is your logo difficult to reproduce on print materials and company swag, like hats, t-shirts and other promo items?

  • Has your brand been flying under the radar for years?

  • Has your business evolved since the creation of your brand?

If you answered yes to any of those, you may need a visual refresh … or a complete redesign.

To accomplish that work, I would need to know what’s special about your business and how people perceive your current logo and branding. Because in order to make improvements, we gotta understand where you’re coming from.

Problem #3: Increased competition

With design help, you can nudge your competition right out of the ring. How?

Say it with me … good research.

To help you tackle this problem, I’d review your target audience and your competition. Then I’d find innovative ways to help your brand rise above your rivals.

Sometimes innovation doesn’t require shiny new tricks. Take, for instance, one of my clients who was finding it difficult to reach their target audience on social media. I suggested taking their message off-screen and leveraging a more traditional method of advertising. For them, a good old-fashioned billboard did the trick.

Problem #4: Your target audience is less than enthused about a new product or service

There are several potential reasons for this issue. One I frequently encounter is inadequate sales staff training.

If this is the case for your brand, I can create online training materials and easy-to-view spec sheets to support sales reps throughout their learning process and client meetings.

One solution to rule them all

Good design uses good research to solve problems and communicate the benefits of brands in a visually pleasing way.

As long as we keep sight of your goals and audience, good design can conquer any brand challenge.

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