Iconography and Brand Image in 4 Areas of Business


    The image of your brand – the design choices that you make that establish your look in the eyes of your audience – is an incredibly important foundation of your business. While it’s a formula that you might not crack once away, once you do, it’s something that can tie all of your material together to make for a consistent customer experience.

    It goes beyond that, however, and there are several different areas of your business where you can implement your aesthetic in order to ground it more deeply in what’s unique to you. When done properly, this iconography can mean that your brand is an instantly recognizable one – something that can add an air of esteem to your services.

    Your Products Themselves

    Perhaps most importantly, you want your products to be representative of your brand. Your audiences will have certain expectations of your brand, and this is where you have to meet them. It might be that you run an especially successful launch campaign in the lead-up to the release of this product, but it’s important that you don’t forget to deliver. It might feel as though it’s not as important as attracting more people toward your brand, but those numbers will dwindle if the products that you’re putting out aren’t up to scratch. 

    However, assuming that aspect is all as it should be, your attention might turn to the aesthetic of your product. Looking at designs of products like gaming controllers, you can see how the branding of the respective companies is subtly present throughout. On the PlayStation 5 and modern Xbox controllers, for example, you have the company itself visible to see on the front of the controller – acting as a button that takes you back to the home screen. Tying in functionality as well as branding might be a positive action that gives the logo more attention than it might otherwise get. However, it’s not just the logo, as the color schemes that Sony and Microsoft generally apply throughout their marketing for their consoles can be seen reflected appropriately in the controller designs. 

    Taking these sorts of considerations into account can inform your own decisions moving forward when thinking about your products. You want them to be extensions of your company and a brand in a sense. You want your customers to look at them and immediately recognize that they are linked to your brand, even if you don’t intend to have your logo all over them. 

    Base of Operations

    The place from which your business operates is also very important for similar reasons. If it’s in a location that people will walk past regularly, perhaps amongst a wide range of business buildings, if you’re operating out of an urban center, you’ll need to stand out. However, it’s not just about standing out for the sake of standing out; it’s about making sure that people can immediately connect your building with your brand. This might be something that you can achieve by simply having a strong business sign outside, but it might be about taking a more architectural lens to the whole problem.

    When you’re trying to work out what your business building should look like, it’s not just about pasting your brand all over it – it’s about considering the kind of aesthetic and tone that you’re trying to cultivate. For example, you have to first understand what your place of business needs to functionally achieve so that the space can be designed around that – that’s what’s most important. Next, though, you might decide that working with professionals like Koehn Construction can begin to help you produce a middle ground between visual and practical design that helps to articulate properly what is unique about your business. 

    This is something that extends to the interior of your premises as well. If this is a place where you expect customers to enter regularly, it makes sense why you would want your presentation and branding to continue here, but it might be less obvious if it’s just your employees who would see it. Well, here is where it can make an impact on your staff, encouraging an environment that continues to cultivate what your brand is all about. 

    Marketing Materials

    Though it could be seen as being most important that your products carry the proper branding and iconography of your business – it really comes into play with your marketing. Without proper marketing, your branding arguably doesn’t exist in the same way, and it’s through your marketing that you’re going to start having people understand your visual style. When it comes to social media marketing, this might feel somewhat difficult when you’re working with simple text and images, but the repeated presence of your logo in your profile picture can help to carry this – and any announcements that you make being presented in the same way can give them an air of credibility. Even here, though, the tone of voice that you use throughout your social media marketing is an important part of your branding. 

    Other types of marketing might include graphic design or video marketing. The former gives you a chance to incorporate the colors, shapes, and patterns that people associate with your brand in a more expressive and creative image that promotes a message. The latter might be less concise in this regard (though such things are still very much possible through the right level of video editing), but the themes and tone of voice of the video can be used as a vehicle for your own branding. For example, you’re not going to create a video that tonally clashes with the image that you’ve tried to cultivate elsewhere for your brand, as your audiences might not be able to connect it with you immediately, and it could damage that connection.


    You might feel as though it’s difficult to keep a handle on your aesthetic and what makes your brand visually distinct when you begin to get involved with collaborations. If this collaboration gives rise to a limited-time product, you want to ensure that this is something that also carries your iconography without infringing completely over what was agreed upon in the collaboration deal. This situation can resolve itself neatly if what the other company provides is access to the product in the first place – such as if they make clothing, for example, and the collaboration is something designed in the style of your brand. However, that won’t always be the case, and in order to maximize the attention of another audience, you want your impression to be as strong of one as possible.

    Other times, if this collaboration comes in the form of something like a sponsorship (wherein you provide something to someone like a content creator who can then promote you to their audience), your branding through what you provide them might be equally important. This could also be an opportunity to provide a promotional offer to incite more interest among new audience members, and strong branding here could prevent you from being remembered as just another free trial.

    There is a sense that collaboration is on the rise among forms of marketing, and in a world where interactivity between brands and audiences through social media is as important as ever, it’s not hard to see why. However, it’s not something that should just be taken for a guaranteed success. Doing all you can to ensure that your brand image is distinct can help make word of a collaboration exciting for your current and prospective audiences and might help you make more out of the opportunity. 

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