
- Integrate design and brand. The two are not so much separate parts of your business as they are an inseparable pair. When people think of your brand, they are likely to think about elements of your design. So to improve your brand, improve your design.
- Make sure design gets at the essence of your business. When you or your employees are working on design, they need to make sure that they are capturing the brand in the design. A strong brand creates a lasting bond with your customers, and you want your design to help in that cause by emphasizing and highlighting the most important parts of your brand.
- Think strategically. Design should not be done off in its own corner with no thought about the rest of the business. You need to be strategic about your design from the very beginning. Incorporate it early in the process, so that all the parts of your business, including design, are working toward building up your brand in the way you want.
- Brands are always changing. Nothing stays static. You can’t be content to just stay the same all the time. Keep moving, because everything else is changing around you. Changing your design is an important part of changing your brand, and will help you guide change while still signaling to customers who you are.