Design: The 4th Pillar Of Marketing Business

Anmol Agrawal Nov 17, 2021

An appealing brand identity, a brilliant digital campaign, an effective brand placement - what comprises modern marketing? In this ever-evolving trends and quirks of modern marketing, what remains its driving force in the industry?

It is a simple solution. Visual Communication aka Design.

Design is the unsung hero of every effective marketing strategy. In marketing, it is the corpus callosum that connects your company to your brand and ultimately to any potential customer.

Over time, Design has evolved into so much more than just logo designs, images, page layouts, and unique fonts that comprise your brand identity and overall aesthetic. It serves to communicate and strengthen your brand while also emphasising a campaign message.

The Craft Of Strategy

Historically, marketing used to be all about reaching as many people as possible with the same message. TV advertisements, print ads, and billboards were all used successfully by mass marketers in the past to achieve this.

When the internet came along, it brought with it a new idea of personalised marketing. With this shift in the marketing paradigm, visual content has bloomed and ruled over the changing trends.

Over time, the intersection of what customers value and what businesses earn from it is where design strategy has come into play. It entails developing a set of guiding principles that link the company's goal and vision to the design of its products and services. It assists firms in determining their future steps. In other words, it ensures that your team creates what your company requires to connect its success with the needs of its consumers.

Tapping design ideation with strategy, designers, today, are creating and iterating visual assets for the purposes of advertising, branding, and other promotional activities, with the goal of improving a brand's perception, visibility, and eventually commercial success.

In this new media led marketing industry, there is an urgent need for designers to focus on comprehending business while also mapping design strategy in order to grow and keep up with the changing business trends.

The Brand Makers

With Digitalisation and it exposing brands to their consumers, modern businesses recognise the importance of having a great brand identity. Everything from marketing content to graphics, photos, text, and layouts is in high demand. Simultaneously, it has become vital to ensure that online and offline brand communication aligns with the visual trends.

However, the primary question at every level of developing a marketing campaign or brand identity is how to create customer engagement and convert that engagement to your intended outcome. How can a positive campaign experience turn into brand loyalty?

Design, in addition to strong concept and text, is what has transformed a pitch into an emotional response from the consumer. Your design decisions determine how your marketing material flows, the pictures you associate with your brand, the colours, forms, and feel of your business in the eyes of the customer. Designers create an identity of a business. The underlining action to this process is to not just showcase skills but to establish a brand perception that goes hand in hand with the direction of the company or the product.

The Era Of Brand Visualisation

Psychological studies have been undertaken to discover how individuals perceive different colours, and marketers utilise those principles in their branding to help convey quality or a different message. Marketers use these principles in their branding to help convey quality or a different message.

For example, certain hues can elicit feelings of happiness or melancholy, stimulate appetite, or even provide a sense of warmth or coolness. Colours like black, gold, and silver are frequently used by brands to express that their product or service is high-end. Creative output in itself is not sufficient these days. It's about how creatively you sell it too. This creates Business Visualisation.

Every brief to be executed into a visual has deeper stages of visualising the end result at the very beginning. From immersing into the brand to aligning mere thoughts with its objectives, the design explores business visualisation with every creative. With their designs, designers focus on upselling, user needs, campaign analytics, and even the value of the asset they create. These practices will not just create value for the product but will make designers into design thinkers.

Conclusion

Design has expanded in terms of ideas and execution and its depth in marketing. The appropriate design can help you influence more conversions and, as a result, attract new consumers and increase your ROI. Design in marketing ensures that brands are remembered, trusted, and financially successful. Each brand has its own strategy and emphasis, as well as a visual identity upon which all marketing efforts and branding assets can be built. To conclude, designers must become design thinkers. A strategic thinking attitude is required to execute a successful design strategy—a mindset that allows us to focus more on problem-solving, execution, and greater alignment with corporate goals.

*The author is Anmol Agrawal, Head of Design, Topline Consulting Group