It’s no surprise that powerful messages and consistent design choices matter when building a strong brand. In fact, without both sides of this branding equation, you could be seriously undermining your own efforts to build your business’s reputation.
No matter how compelling your words are, a slapdash logo designed with clip art in Microsoft Paint (RIP) will make you look like an amateur. Similarly, beautiful design is all smoke and mirrors without a strong brand voice backing it up. But, when you pair expertly crafted language and professional design, your brand becomes credible and more likely to stick in the minds of your customers.
As a writer, I love partnering with designers to help make brands come to life. With our powers combined, we can ensure that the words a business uses align with the image they portray. I asked three of my favorite local graphic designers to talk branding.
Stephanie Audette
Stephanie Audette Brand Architect & Graphic Designer
In a few sentences, how did you get where you are today?
It wasn’t long after graduating Mass College of Art before I realized that my creativity and ambition couldn’t be satisfied by working for other designers. I wanted to be in control of my process and have the opportunity to really connect with my clients and work alongside them every step of the way. I started to do a whole bunch of networking, then began taking on freelance design jobs. Once I had built my clientele and portfolio, I made the leap to open my own full-time design studio on January 1, 2016.
Can you share an example of how investing in professional design can have big benefits for a client?
When a small business invests in professional design it automatically helps in establishing how credible, reliable, and professional their brand looks. Think about it— if someone were to hand you a business card that had a clipart design and was thin, floppy, and printed off of their home printer - would you think they were a reputable company? You automatically win customer loyalty with a design that is capable of conveying your specific brand message.
How do a brand's tagline, website copy, and other written elements impact your design choices?
Brand messaging articulates a company’s strategy and design takes that strategy to the next level by communicating it visually. Knowing what a company does, how they do it, who they are targeting, and what is special about them is the first step in a designers process. After learning about the company, a designer will take all of that information, summarize it and communicate it visually, kind of like the cover of a book.
What inspires you?
When I see my clients opening up new locations, winning awards, and getting bigger and better by the moment, I can’t help but feel inspired to do more.
Betsy Blazar
blazar design studio
In a few sentences, how did you get where you are today?
I fell in love with design in a class in undergrad that changed my whole perspective. Graphic design is the perfect mix of math and art for me! After working in both publishing and marketing, I earned my master’s degree in graphic design and opened my studio to help organizations I believe in reach their audiences.
What's the most important thing your branding clients can do to end up with a successful outcome?
Find what is unique about them and focus on that. Also, keep their brand consistent and cohesive—both in terms of visuals and written content!
How do a brand's tagline, website copy, and other written elements impact your design choices?
As a designer, I combine images and text with the ultimate goal of capturing an audience and telling a story—so those words help drive my design. Well-written content combined with aesthetically pleasing and clean, crisp design makes for a dynamite brand.
What inspires you?
I'm inspired by people who are passionate about what they do. I follow simple, modern, sleek Scandinavian design. To me, more doesn't mean more: it's the details that matter.
Sarah Casasanto
SCBD
In a few sentences, how did you get where you are today?
I grabbed the “oh, sh*t handle” and trusted the ride! It’s been a beautifully blind, organic, and wild ride over the last few years, in which I never actually envisioned being a graphic designer. With a degree in architecture, my original intent was far from graphics, but rather environmental and interior design. But, when boiled down, design is design. And regardless of the industry, I know in my heart of hearts, that I am an artist, a creator . . . a designer.
Often when people hear the word "brand," the first thing they think about is logo design. Why is a strong logo so important?
It’s the first thing you think about for your branding because it is often the first thing your audience interacts with! And you only get one chance to make a good first impression, right? A logo is just one part of the whole brand, but it’s such a foundational and critical element, as it often sets the tone for who you are, what you do, and why you matter.
How do a brand's tagline, website copy, and other written elements impact your design choices?
Design needs to be hard at work for my clients each and every day and talk for them when they aren’t there to do it themselves. Written language for your brand is huge. It inspires the whole of the brand and can make all the difference in revealing specific typography and color palettes (classic, modern, edgy). We want a holistic marriage of the visual and vocal branding elements, giving the perception that they were made for one another. The design has a voice, even though it’s a visual element!
What inspires you?
Everything! I love seeing the different personalities, aesthetics, and style of every person, creature, and environment. I clearly have my own style and personality, but joining forces with others is truly what inspires and pushes me to think differently, create differently, and design differently in pursuit of being a better designer each and every day.
As I’m sure you can tell from their responses, these ladies know their way around a branding process. Each brings her own style and approach and all come highly recommended by yours truly. If you need help with anything from a single event invitation to a complete rebranding, be sure to check out their sites and see what Stephanie, Betsy, and Sarah have to offer!