Brand strategy is your game plan for building a memorable brand. It defines who you are, who you want to connect with and how you’ll stand out from the crowd. It acts as the foundation – everything from your logo to your website builds upon it, creating a cohesive brand experience.
Competitor analysis in design is like spying on the competition's playbook. By examining their features, user experience, and design choices, you can discover their strengths, weaknesses, and what user needs they're missing.
This intel helps us to design a product that stands out, offers a superior experience, and fills any unmet needs in the market. It's all about learning from others to create something even better.
Instead of designing for generic faceless people we create user personas - detailed profiles representing the target audience that act as empathy boosters.
Through research, we craft personas that capture user goals, needs, behaviours, challenges and much more. These fictional characters become our guiding stars, ensuring every design decision we make brings us a step closer to a product that is desirable for the users.
Imagine arriving to a party where everyone blends in with the same tired outfit. You, on the other hand, have a unique style that turns heads. That’s brand positioning.
It’s a design process tool that helps businesses stand out from the crowd in a crowded market. It’s about identifying gaps and spotting opportunities: choosing unexpected brand colours that stand out, offering entirely new service, or catering to a forgotten customer group.
Voice and tone are the secret sauce of design communication. Voice is your brand's unique way of speaking while tone is the feeling you evoke with your words. Think of a fitness app. Their voice might be motivational, while the tone might be encouraging in workout instructions but calming in meditation prompts.
Brand values are your company’s core beliefs that act as a bridge between your company and your customers. They represent the shared beliefs that create a powerful connection. By living your values in every interaction, you build trust and loyalty, attracting customers who not only admire your brand but believe in what it stands for.
These defined values are a great tool to base different decisions on. For an example what kind of company merchandice to produce. If a healthy lifestyle is one of the values, it probably doesn’t make sense to create gummy candies for a trade show, but rather a water bottle made from recycled materials.
