First, after the company and product lines are established but before a definitive direction is found in the way of company image, it is time to create a brand that reflects the desires and tendencies of consumers. But who are they? Who do companies want them to be? The answers to those questions can be influenced by a number of demographic-narrowing qualities in the overall marketing message that a corporate brand expresses.
If a company wants to align itself with women, for example, they need to assess the consumer-related preferences of women using market analysis and any feedback that is available. Then, that information will be translated into a corporate brand that hopefully reflects those preferences, creating a powerful appeal. This is an example of a relatively specific branding campaign. Appealing to smaller or larger demographics requires increasing the specificity or ambiguity of brands, respectively.
After a clear picture of the target demographics is established, the next step is actually designing the brand. There are several elements to this that elicit very important psychological reactions in the minds of consumers, such as color, dimension, angles, and more. When hiring a graphic design expert or doing it themselves, then, companies need to choose how they want to shape their audience's experience with their brand.
As it concerns color usage, red evokes a good deal of emotion. It is associated with love, anger, sex, power, heat, and excitement. Orange is fun and laid back; a pleasant reminder of summer and fall. Yellow is upbeat and energetic, green is earthy, and so on.
In graphic design of all kinds, angles can be used in brands to create tension. The greater the angle, the more dramatic an image looks to observers. Also, juxtaposing negative and positive space or different "textures" is a great way to capture and hold a consumer's attention. It's nuances such as these that make the biggest yet most subtle impacts in the mind of the consumers, and as such are vital for corporate branding authorities to know.
Finally, after the brand is created, it's time to maintain the highest reputation possible. This is achieved through brand protection, executive efficiency, and superior products. When those elements preside as well, any company can achieve true brand loyalty.