Whenever something involves a group of people clear and consistent communication becomes essential, both inside and outside business. Just as certain people talk certain way brands do too. This helps in not just differentiating the brand but also connect with its target audience. The process starts by understanding the business goals, its audience and the environment its in, to create strategy that clearly convey the intent. Communication design deliverables include brand strategy, digital and print collaterals, infographics, brand style guides, logos, pitch deck, business website, social media strategy, content strategy etc.
Over simplified process will look something like this
The primary intent of design can vary from project to project, it is always best to have a good branding strategy done before you start acquiring customers. Some common intents for a design project could be to :
- A change happening in the business, new product, new segment etc.
- Entering a new channel
- New business
- Elicit a particular behaviour from user
- Redesign for new technological/environmental/policy constrains
- Or even creating aesthetically pleasing styles that customer wants to buy.
User Journey map
Image style guide