October 26, 2023

At Up&Up, we collaborate with clients to create a core messaging platform that includes essential components like the brand pillars, brand voice, vocabulary, brand essence, personality, and reasons to believe. Once these elements are defined, we use them to create the brand identity, which is the visual component of the overall brand strategy. For brand design and brand messaging to work seamlessly together, we keep the following concepts in mind: 

Keep it Consistent

When it comes to brand design and brand messaging, consistency is key! It’s essential to make sure that the brand messaging and visual design reflect the same set of values. For instance, if one of those values is “confident,” then the design could feature images of secure and self-assured people. 

This consistency helps create a strong brand cohesion that extends across different marketing channels. By consistently delivering a message that aligns with the brand’s values and visually representing those values, it becomes easier to establish a connection with the target audience..

Connect on an Emotional Level

Brand design and brand messaging are not just about standing out but also creating an emotional connection with prospective students in higher education. The brand messaging communicates the brand’s values, personality, and brand voice, while the visual design sparks an emotional response. 

Let me give you an example – suppose the brand is known for being “bold,” using a bright and bold color palette can trigger an emotional response by using different colors. Orange can convey braveness, purple can convey ambition, and so on. This creates a lasting impression and a connection that students are more likely to remember when considering their options.

Stand Out from the Competition

When it comes to higher education, it’s crucial to stand out from the crowd and avoid getting lost in the shuffle of sameness. Clear messaging and distinctive visual design are essential in setting higher education institutions apart. 

By emphasizing the commitment to quality, a brand design can use elements sparingly and opt for elegant typography instead of a clutter of generic fonts and design styles. Just like Apple, they have nailed it! Their brand design is a perfect reflection of simplicity, innovation, and modern design. They use clean lines, minimalist design, and a sleek aesthetic that sets them apart from the rest. 

Make a Lasting Impression

Brand design and brand messaging work hand in hand to create recognition. When the messaging and design work together seamlessly and emotionally connect with consumers, it becomes easier for them to remember and recognize the brand. 

Let me give you an example – we recently designed a campaign that used a large, bold font along with impactful and concise messaging. It was placed on an airport terminal billboard, and it easily stood out in the busy environment. When a brand catches a prospective student’s attention like this, it’s more likely that they will choose that institution over others.