In every design aspect there is the potential to touch the people

At the very beginning, we find the most important question. What does a brand stand for? And where is the brand heading to? People are irrational and so are their choices. This reflects itself in many decisions they make. While that’s perfectly fine in private life, it can be challenging for a company. In each brand, each company and in every design aspect there is the potential to touch the people around. And a strong brand and appealing design generate business value. You can control and optimise the emotions of your brand based on data.

Define who you are – what’s your brand message

Imagine a situation. A consumer saved enough money to buy the first luxurious watch. At the shop, there are two watches the customer likes. They’re both within the budget and objectively, the differences are miniscule. One is a Rolex, the other one a Grand Seiko. Which one will the customer choose?

Most likely it will be the Rolex. As a high-quality Swiss watch and, more importantly, standing for success, this brand will make the race. As a successful person, the customer identifies with it.

The decision is based on feelings. Of course, there are rational reasons found afterward, to justify the choice afterward. That’s the reason some companies perform better than others, they don’t just sell a product, they sell an identity, too.

A brand has to touch customers emotionally and lead to changes. To melt the brand identity into the design, you need a good brand strategy. Therefore, asking yourself questions like these is essential:


  • What are we doing?
  • How do we do it?
  • What vision do we follow?
  • How do we want to be perceived?


Now, the time comes to make your brand tangible to the customers and to melt the brand messages to the design on every touchpoint your customers have with you.


Your design communicates – intentionally or not

The power of first impressions is deeply rooted in us throughout our entire life. Subconsciousness plays a huge role in it. Imagine yourself on your daily commute to the office. On the train station you see a man in a suit, looking at his watch, then in the direction where the train’s supposed to come from and on his watch again. Next to him a guy wearing sweatpants and beer in his left hand. Who looks more trustworthy to you?

The quality of your branding is essential to your success. You need to find the right design to convey your company’s message. Think about your message, how does it look for you?

The design needs to fit your company. You have to communicate who you are to make a consistent impression through the customer journey.


Looking for a way to improve your branding and design?

Get in touch with us 


News from ERNI

In our newsroom, you find all our articles, blogs and series entries in one place.

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