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ARTICLE #141
Design or branding first? How agencies handle both simultaneously


Brand
Design
Design and Branding Agency
Design Agency
Brand Agency
Brand
Design
Design and Branding Agency
Design Agency
Brand Agency
Written by:
5 min read
Updated on: January 29, 2025
Toni Hukkanen
Head of Design

Creative Direction, Brand Direction
Toni Hukkanen
Head of Design

Creative Direction, Brand Direction
Branding without thoughtful design is like an anthem with no melody, and design without a brand is a random tune that no one remembers. Some folks treat branding as the undeniable anchor, while others insist that a design’s look and feel should lead the way.
The truth? Both need each other. It’s how agencies create unforgettable identities that capture attention and earn trust. Sure, branding defines the strategy—but it’s design that brings it to life. When the two work in unison, that’s where the real magic happens.
Branding without thoughtful design is like an anthem with no melody, and design without a brand is a random tune that no one remembers. Some folks treat branding as the undeniable anchor, while others insist that a design’s look and feel should lead the way.
The truth? Both need each other. It’s how agencies create unforgettable identities that capture attention and earn trust. Sure, branding defines the strategy—but it’s design that brings it to life. When the two work in unison, that’s where the real magic happens.
How branding and design work together
How branding and design work together
Branding shows the world who you are, what you stand for, and why people should care. It includes the traits that make a company distinctive—everything from a focused message and consistent tone of voice to visual cues that speak volumes. When done well, audiences recognise the personality behind the brand and keep coming back, feeling a genuine bond that goes far beyond a simple purchase.
Design, on the other hand, translates your brand’s essence into something tangible—logos, fonts, colour themes, and layouts that people instantly notice and remember. If branding is your voice, design is the amplifier that makes sure everyone hears it. By weaving strategic branding and compelling design together, you create an identity that resonates on every platform, turning casual browsers into loyal followers.

Branding shows the world who you are, what you stand for, and why people should care. It includes the traits that make a company distinctive—everything from a focused message and consistent tone of voice to visual cues that speak volumes. When done well, audiences recognise the personality behind the brand and keep coming back, feeling a genuine bond that goes far beyond a simple purchase.
Design, on the other hand, translates your brand’s essence into something tangible—logos, fonts, colour themes, and layouts that people instantly notice and remember. If branding is your voice, design is the amplifier that makes sure everyone hears it. By weaving strategic branding and compelling design together, you create an identity that resonates on every platform, turning casual browsers into loyal followers.

Why does branding take precedence?
Branding usually sits at the front of the queue because it sets the big-picture direction. Without a well-defined identity, visuals can end up inconsistent or off-message. Consider branding as the framework that supports everything else: once you’ve nailed your brand values and tone, the design team can bring them to life in a way that’s both unified and memorable.

By hammering out the branding first, design choices have a guiding star. Whether it’s a new website layout or a social media campaign, the design will match the brand’s essence and instantly let people know they’re in the right place.
Branding usually sits at the front of the queue because it sets the big-picture direction. Without a well-defined identity, visuals can end up inconsistent or off-message. Consider branding as the framework that supports everything else: once you’ve nailed your brand values and tone, the design team can bring them to life in a way that’s both unified and memorable.

By hammering out the branding first, design choices have a guiding star. Whether it’s a new website layout or a social media campaign, the design will match the brand’s essence and instantly let people know they’re in the right place.
How does design amplify the brand?
Design is what puts your brand in front of real people. It’s the visual handshake that communicates your style and helps your audience recognise (and hopefully adore) you. A solid visual approach also boosts recognition, so when clients spot your colours or imagery, they connect it to the personality you’ve cultivated.
When a design captures your brand’s spirit, customers form an emotional link—not just a passing glance. That link invites them to stick around and share the experience, turning casual viewers into devoted followers.

A unified brand experience
Keeping your brand consistent builds trust and familiarity. If your design elements keep jumping around—maybe your logo changes shape from one day to the next—customers get confused and might lose interest. On the other hand, a steady design strategy makes your brand feel reliable, which encourages people to stick around.
Across every touchpoint—websites, social pages, print materials—the same visual language should appear. Familiar colours and fonts, along with a uniform tone of voice, create a smooth experience that sticks in people’s minds.
Design is what puts your brand in front of real people. It’s the visual handshake that communicates your style and helps your audience recognise (and hopefully adore) you. A solid visual approach also boosts recognition, so when clients spot your colours or imagery, they connect it to the personality you’ve cultivated.
When a design captures your brand’s spirit, customers form an emotional link—not just a passing glance. That link invites them to stick around and share the experience, turning casual viewers into devoted followers.

A unified brand experience
Keeping your brand consistent builds trust and familiarity. If your design elements keep jumping around—maybe your logo changes shape from one day to the next—customers get confused and might lose interest. On the other hand, a steady design strategy makes your brand feel reliable, which encourages people to stick around.
Across every touchpoint—websites, social pages, print materials—the same visual language should appear. Familiar colours and fonts, along with a uniform tone of voice, create a smooth experience that sticks in people’s minds.
How do agencies balance branding and design?
Harmonising branding and design can be tricky. Here’s how savvy agencies make it happen.

Aligning teams around a shared vision
Everyone needs to be on the same page if your brand and design are going to click. Agencies often organise workshops or brainstorming sessions so branding and design teams fully understand the brand’s values, style, and main aims. That clarity helps them produce visuals that reflect the core identity, rather than letting each department scramble on its own.
Recognisable thanks to the bright colours and playful illustrations of Mailchimp. Even if you are not 100% sure it’s them straight away, once you see the name, you are thinking, “That’s Mailchimp.” It’s that consistent.
Using brand guidelines for consistency
Brand guidelines spell out exactly how your brand should look and feel. They usually cover colour palettes, fonts, and even dos and don’ts for writing style. Keeping them up-to-date and easy to reference ensures that no matter who’s working on an asset, the final outcome always feels like “you.”
Figma’s guidelines lay out not just colours and fonts but also how its interface should look and how tutorials should be written. Every platform Figma touches remains on-brand.
Iterative collaboration for refinement
Brands shift over time, so your design has to keep pace. That’s why agencies rely on an iterative process of checking, refining, and making small tweaks as needed. This way, the design remains connected to the brand’s main direction, even as new ideas crop up.
Drift, a conversational marketing software, regularly reassesses how it looks and feels to ensure the visuals still back up its focus on user connection. They take feedback from actual customers and market data to keep the brand aligned with its “people-first” ethos.
Harmonising branding and design can be tricky. Here’s how savvy agencies make it happen.

Aligning teams around a shared vision
Everyone needs to be on the same page if your brand and design are going to click. Agencies often organise workshops or brainstorming sessions so branding and design teams fully understand the brand’s values, style, and main aims. That clarity helps them produce visuals that reflect the core identity, rather than letting each department scramble on its own.
Recognisable thanks to the bright colours and playful illustrations of Mailchimp. Even if you are not 100% sure it’s them straight away, once you see the name, you are thinking, “That’s Mailchimp.” It’s that consistent.
Using brand guidelines for consistency
Brand guidelines spell out exactly how your brand should look and feel. They usually cover colour palettes, fonts, and even dos and don’ts for writing style. Keeping them up-to-date and easy to reference ensures that no matter who’s working on an asset, the final outcome always feels like “you.”
Figma’s guidelines lay out not just colours and fonts but also how its interface should look and how tutorials should be written. Every platform Figma touches remains on-brand.
Iterative collaboration for refinement
Brands shift over time, so your design has to keep pace. That’s why agencies rely on an iterative process of checking, refining, and making small tweaks as needed. This way, the design remains connected to the brand’s main direction, even as new ideas crop up.
Drift, a conversational marketing software, regularly reassesses how it looks and feels to ensure the visuals still back up its focus on user connection. They take feedback from actual customers and market data to keep the brand aligned with its “people-first” ethos.
Challenges agencies face in balancing design and branding
Having your branding and design complement one another may sound straightforward, but it doesn’t always go smoothly. Here are a few common hurdles.
Balancing creativity and consistency
Designers love pushing boundaries, but your brand needs to remain recognisable. Encouraging innovation while sticking to clear brand guidelines keeps the spark of creativity alive—without leaving audiences scratching their heads over your brand’s identity.
Synchronising teams
Keeping everyone on track can be tricky when multiple people handle different aspects of the brand. If your content team is using one set of colours while the design team experiments with another, things get messy quickly. Regular reviews and brand training go a long way in making sure everyone’s in sync.
Having your branding and design complement one another may sound straightforward, but it doesn’t always go smoothly. Here are a few common hurdles.
Balancing creativity and consistency
Designers love pushing boundaries, but your brand needs to remain recognisable. Encouraging innovation while sticking to clear brand guidelines keeps the spark of creativity alive—without leaving audiences scratching their heads over your brand’s identity.
Synchronising teams
Keeping everyone on track can be tricky when multiple people handle different aspects of the brand. If your content team is using one set of colours while the design team experiments with another, things get messy quickly. Regular reviews and brand training go a long way in making sure everyone’s in sync.
Frequently Asked Questions
How do branding and marketing work together?
Branding defines who a company is and what it stands for, while marketing spreads that identity to the masses. When a brand’s identity is strong, audiences recognise its ads and messages almost immediately.
What is a dual brand strategy?
A dual brand strategy happens when a business manages two separate brands, each with its own personality. It’s a way to reach different groups of customers without diluting the main company’s credibility.
How do we manage multiple brands under one company?
Each brand should have its own identity while still sharing a family resemblance with the parent company. This approach builds trust and boosts recognition among customers, even when they’re interacting with several distinct labels under the same corporate umbrella.
Conclusion
Branding sets the direction, and design brings it to life. A flourishing agency understands this and deftly weaves one into the other. When done properly, the result is an identity that clients trust and remember. By focusing on brand foundations first, then letting skilled designers shape the visuals, agencies create experiences that stand out—and keep people coming back for more.
Frequently Asked Questions
How do branding and marketing work together?
Branding defines who a company is and what it stands for, while marketing spreads that identity to the masses. When a brand’s identity is strong, audiences recognise its ads and messages almost immediately.
What is a dual brand strategy?
A dual brand strategy happens when a business manages two separate brands, each with its own personality. It’s a way to reach different groups of customers without diluting the main company’s credibility.
How do we manage multiple brands under one company?
Each brand should have its own identity while still sharing a family resemblance with the parent company. This approach builds trust and boosts recognition among customers, even when they’re interacting with several distinct labels under the same corporate umbrella.
Conclusion
Branding sets the direction, and design brings it to life. A flourishing agency understands this and deftly weaves one into the other. When done properly, the result is an identity that clients trust and remember. By focusing on brand foundations first, then letting skilled designers shape the visuals, agencies create experiences that stand out—and keep people coming back for more.
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Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®