New formula for brand design

by | Jan 12, 2023 | Branding

Brand Identity formula. 6 levels to brand success

How do brands reach people’s hearts and minds?

After months of analysis, I have developed a new formula for brand design that helps brands build emotional connections with their audiences.

The process begins by focusing on the core: moving from the outside to the inside, from the cause to the consequence, from the fact to the feeling it provokes, from the banal to the meaningful, and from the first meeting to love.

My branding system is structured around six levels that must be carefully developed. The role of the branding designer is to identify the paths that allow these six levels to connect coherently. Achieving this coherence is essential. Each level must be addressed thoughtfully; otherwise, it becomes difficult to maintain consistency, and the final result may not meet expectations. Successful branding depends on many factors. A brand may be visually attractive and well designed but still fail to achieve the desired results. Visual appeal alone is not enough if the brand does not effectively position itself in the minds and hearts of its target audience.

Below, I summarise the six levels that form the foundation of this new formula for brand design.

BEGO LABAYRU BRAND IDENTITY SYSTEM:

6 LEVELS TO ACHIEVE BRAND SUCCESS

  1. WHAT YOU SEE: the visual appearance of the brand: graphic elements, colours, shapes, and overall visual identity.
  2. WHAT YOU READ (AND BETWEEN THE LINES): the brand narrative and communication: the messages the brand expresses directly and the meaning conveyed implicitly.
  3. WHAT YOU UNDERSTAND: through visual and verbal communication (points 1 and 2), consumers begin to form a brand image. At this stage, the brand is perceived both consciously and unconsciously.
  4. WHAT YOU EXPERIENCE: the brand experience includes the interactions and environments through which people engage with the brand, such as service quality, spatial design, and community activities. These interactions reinforce and further shape the brand image formed through visual and verbal communication.
  5. WHAT YOU FEEL: the emotional connection the brand establishes with people as a result of points 1, 2, 3 and 4.
  6. WHAT YOU REMEMBER: the lasting brand recall that remains in people’s minds after interacting with the brand.

The first four levels are manageable. Levels 5 and 6 are the consequence of the previous four well-done. I will continue explaining my new formula for branding in another post. Because I still have to explain how to get through these six levels to succeed in the Branding System.

I would be happy if you want to share my new branding formula with colleagues or friends. I only ask that you mention my authorship and link to this post. Thank you.