Your brand image serves as the visual embodiment of your business, with graphic design as the tool, translating it across multiple platforms and channels. It’s essential for your business because each element of the brand, from your logo to the typography used in a web design, sends a message to your audience, giving them visual cues showing what you’re all about.

When leveraged effectively, graphic design can transform your visual identity from obscure to potentially world-renowned, significantly shaping how people recognize and recall your brand.

Let’s look at how this form of design contributes to your brand’s visual story.

Graphic designers approach design with your business in mind

There’s a reason why getting a logo is one of the biggest priorities for business owners. Logos are necessary for new and established brands because they are one of the first visuals people see—and remember—from your business.

Although it does a lot of heavy lifting, your logo isn’t the only part of your brand identity that works hard. Brand colors, icons, typography, and messaging help people associate those elements with your business.

With a strong, well-designed brand, designers can extend it into every print and digital campaign your company produces, etching a lasting image in the minds of your audience. Every document, ad, video, and any other marketing piece works toward this and serves as a catalyst for getting people to buy what you’re selling.

At its core, graphic design is a visual language that enables your brand to express its unique personality. Whether it’s the vibrant professionalism of online bank Wise or the whimsical storytelling of Disney, graphic designers played a large role in creating their distinct brand personas and channeled them across various platforms.

Designers put themselves in your audience’s shoes, thinking about what those people should experience when they see your brand out in the wild. Couple this with your brand’s identity and message, and your graphic designer can help shape how your brand is perceived since every visual design element is created to not just catch the eye but to evoke an emotion and encourage action.

This becomes especially important in a world flooded with information and choices. Graphic design and branding are intricately linked because they create cohesive visuals that connect your message with your ideal audience, who, over time, will become more connected with the business.

Having a designer’s eye on your brand streamlines your marketing

Like a fingerprint, each company has a unique character and voice. It’s the honey that attracts potential customers to your business, keeps them engaged, and influences their buying decisions.

Graphic designers use your company’s one-of-a-kind identity to maintain the continuity of the brand’s image and message and produce assets for marketing and sales campaigns without reinventing the wheel each time.

They know which fonts to use in your website design to guide people towards the call to action. Designers also understand the ins and outs of direct mail so that your correspondence stands out against the mountain of mail your current and future customers get every day.

When you collaborate with graphic designers who understand both the creative and the business side of marketing, they act as an extra tool to help you grow.

Some of the additional benefits that come with bringing them on include:

• Maintaining brand consistency across your marketing and sales channels
• Quickly creating new assets that match your company’s existing brand guidelines
• Helping your team produce assets that support your marketing campaign
• Improving UX design on websites and mobile apps
• Visually communicating complex ideas and messages in print and digital marketing materials

Designers ultimately become an extension of your team, helping to develop marketing materials that attract customers and keep them coming back for more.

Graphic design contributes to your business

Some of the most famous brands wouldn’t exist today without the creativity of designers who put their energy into branded websites, social posts, print campaigns, and other memorable marketing materials.

Their contributions craft a visual experience that helps businesses communicate with people in ways that transcend aesthetics.

This is the magic of good graphic design—it supports your existing strategy, products, and how people engage with the brand before and after purchase.

Graphic designers provide you with a unique skill set because their design expertise gives you an advantage in producing marketing materials that are backed by strategy and actually work toward your goals. Partnering with professional designers gives you peace of mind that your marketing campaigns will deliver your brand’s message loud and clear.