The first thing you need to consider is whether your brand identity design is consistent. Consistency is key to building a brand that people recognize and trust. Your identity design should be consistent across all platforms, including your website, social media profiles, and marketing materials. If your design is inconsistent, it can lead to confusion and a lack of trust among your customers. Any “friction” (such as confusion) in the customer’s mind impedes trust, and impediments to trust are impediments to purchase and, ultimately, loyalty.
Another way to measure the success of your brand identity design is by looking at its ability to communicate your brand’s message effectively. Your brand identity design should not only be visually appealing but should also communicate your brand’s mission and values. If your brand identity design is not effectively communicating your brand’s message, it may be time to reevaluate your design and make some changes. In short, if your brand doesn’t convey what it — and ultimately what its best customers — believe in and hold dear, it’s ineffective. Message testing with a select group of potential customers is a worthwhile investment. At BS LLC, we prefer live interviews. Digital surveys are a good backup.
When we ask, “What is good brand design,” you’d have it sewed up if you simply answered, “memorability.” Successful brand identity design is always unique and memorable. A unique and memorable brand design can set you apart from competitors and make your brand more recognizable. If your brand identity design is not unique or memorable, it may be time to consider redesigning. To be truly distinctive, you’ll need to do a thorough competitive audit; which of your competitors vy for your customers? How are they communicating their values? What’s the overlap between their brand values and yours? How do you communicate your difference in a way your customers will adopt?
All successful branding characteristics reflect an intimate understanding of the customer. Nowhere is this better reflected than in a successful brand’s ability to attract and retain the right customer.
To attract customers, your brand identity design should be visually appealing, and it should communicate your brand’s message in a culturally compelling way. Your design should be attractive and memorable, making a lasting impression on potential customers. The color scheme, typography, and imagery used in your design should be carefully chosen to appeal to your target audience.
Once you have attracted customers, your brand identity design should also be able to retain them. Retaining customers is all about building trust and loyalty with your audience. Your brand identity design should make customers feel comfortable, secure, and part of something bigger when engaging with your brand. Ask yourself, “What cultural characteristics of our audience does this brand represent?” Now, how do you reflect that in your brand design and messaging?
Your brand identity design should also be adaptable. As your business or organization grows and evolves, your brand design should be able to adapt to those changes. Furthermore, your audience culture will no doubt evolve over time. If your identity design is not adaptable, it may become outdated and less effective. An adaptable brand can take on a chameleon-like character to adjust rather than need a wholesale revamp as times and tastes change.
Finally, the success of your brand identity design can be measured by the level of brand recognition it generates. A successful brand identity design should be instantly recognizable to your target audience. If your brand passes the previously-mentioned memorability test, it’s probably distinctive. But will it be recognized as your brand by name? To achieve this, you’ll need more than just great graphic design. You’ll need an effective brand launch, solid use of media, and great messaging.
In conclusion, measuring the success of your brand identity design is essential to the success of your business or organization. Consistency, the ability to communicate your brand’s message effectively, uniqueness, the ability to attract and retain customers, adaptability, and brand recognition are all important factors to consider when evaluating the success of your brand identity design. By taking the time to evaluate and make necessary changes to your brand identity design, you can ensure that your brand effectively communicates its message and resonates with your target audience.
Still not sure if you’re as effective as you’d like to be, or would you like to be even more effective? We’d like to invite you to a short 15-minute discovery conversation. Let’s hear about your progress, and we’ll share what we can do to make your brand identify design work harder.