Step into the strategic system of Brand Design
Fails to Sustain a Brand
This is not merely a communication issue, but a matter of strategic foundational planning.
How can a Brand effectively deliver its message to consumers through communication channels, ensuring its long-term survival?
In fact, there are only two core forms of messaging to connect with target audiences effectively: visuals and words.
For the human brain, 83% of external information is received through sight, 11% through hearing, and the rest through touch, smell, taste, balance and other senses. Sight processes imagery and text; hearing interprets language and sound.
Thus, for a brand to gain widespread recognition, it must build two distinct communication systems: a Visual System and a Verbal System.。
Visual System
It shapes visual perception, helps a brand create recognizable symbols and provides memory anchors. It allows consumers to form an intuitive impression of the brand’s image and personality, and further associate these with the brand’s core values.
- VIS (Visual Identity System) or CIS (Corporate Identity System) design
- Stationery design, product design, packaging design
- IP and virtual image creation, etc.
The LOGO (brand mark) is the most pivotal element of a brand’s visual system, as it is the brand’s core visual symbol. Take the brand BLESSED BLISS as an example: beyond crafting foundational design elements such as the LOGO and VIS, we also shaped its product features, packaging design, brand imagery and brand IP.
Verbal System
- Brand name, core keywords and brand tags
- Brand story and brand values
- SLOGAN (advertising taglines and brand propositions)
All textual content in brand communication (e.g., video scripts and voiceovers, articles and headlines, event themes, social media topics), etc.
Building these two systems may seem straightforward, yet it poses great challenges when launching a new brand.
This is where brand communication strategy takes center stage.
Brand Communication Strategy
We all know that the most exquisite design is meaningless if it fails to capture attention. The most critical part of design thinking is a full and accurate understanding of the core problem. At CForest, we do more than just design visual systems—we delve deep into brand strategy.
We uncover the intrinsic value of a brand and pose critical strategic questions:
- What is the brand about? → Brand Strategy
- Who is the brand talking to? → Positioning
- How should the brand communicate? → Creativity
- Where should the brand communicate? → Planning
- When should the brand communicate? → Scheduling
- What can and cannot be said? → Standards & Principles
From the very first stage of consulting with brand founders, we concrete these questions, refine them through repeated deliberation, and align on a shared vision. More often than not, problems, factors and consequences are intertwined—and we must untangle them to build a clear, structured strategic framework.
Afterword
For every brand design project, we set rigorous standards—and only work that meets these standards is delivered to our clients. When it comes to the speed and realization of our design, we always adopt a philosophy of accumulating strength for a powerful breakthrough, walking alongside you to build your brand from 1 to 100.
This is the very essence of CForest. If you have a creative spark, we invite you to explore it with us—and rediscover the joy of creation.
