CAREER PATHS / NOV. 08, 2014
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How to Become a Brand Identity Designer in the US

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In a competitive marketplace, businesses need to do more than just sell high quality products to outperform competitors. Those that go an extra mile to hire brand identity designers often have the upper hand.

So, what is the job of brand identity designers? How do they manage to give a company an edge over their rivals? Read on!

What do Brand identity designers do?

The primary responsibility of brand identity designers is to create a unique visual impression of a company. They are the reason why when a customer sees a blue van, they reflexively know that it belongs to company X! To achieve this they:

  • Conduct extensive market research to identify the colors that can best represent the company’s identity
  • Collaborate with graphic designers and logo designers to develop a unique logo and signage
  • Ensuring the design of other materials, such as business cards, product packages, stationery and promotional copies is consistent with the company’s identity
  • Working with event organizers to ensure the company’s visual identity is well captured across all events
  • Developing the company’s overall branding strategy.

Work Environment

Brand identity designers who work as in-house employees in an organization typically work from 9am to 5pm, Monday through Friday. On the other hand, those who work on a freelance basis set their own work schedules.

While at work these designers spend their time in a fast-paced office or studio environment where they perform the vast majority of their duties.

Salary

The annual average salary for brand identity designers is:

Occupation

Average annual salary

Brand identity designer

$69,000

Source: Indeed

Entry Requirements

Brand identity design is a profession that requires a high level of creativity and a bachelor’s degree in graphic design, advertising or a closely related field.

Employers are, however, more concerned about a brand identity designer’s ability to deliver a unique visual identity. So it is important to build a strong work portfolio.

During your second or third year of study, be sure to secure an internship. This will enable you to undertake some design projects, which you could later use as examples in your portfolio.

When looking for a paid job in a certain company, it helps to have a good understanding of its current branding strategy. If, during an interview, you are asked what you can do to improve its visual impression, you will be in a position to provide a well-informed response.

Important Qualities

Here is a list of the skills and abilities you need to be a competent brand identity designer:

  • A high level of creativity
  • Strong artistic skills
  • Good market research skills
  • Good computers skills
  • Good problem-solving skills
  • Attention to detail and a color-normal vision
  • Good teamwork skills
  • Good communication skills

Career Development

As a brand identity designer, your success lies in improving your employer’s overall brand identity. If you can do that, you could become a senior brand identity designer, which is a position of greater responsibility.

You can also increase your competence by earning a master’s degree in brand management. Examples of universities that offer this program include:

After earning this credential, you can be hired as a brand identity manager.

Job Opportunities

Qualified brand identity designers can be hired by:

  • Department stores
  • Banks and insurance companies
  • Manufacturing firms
  • Supermarkets
  • Educational institutions
  • IT companies

If you will be working as a self-employed brand identity designer, you can progress to establish your own company, which will focus on providing clients with branding solutions.

Although the Bureau of Labor Statistics doesn’t provide occupational information for brand identity designers, you can expect to find employment opportunities after building a strong portfolio. This is because many companies are being established across a range of industries, and they are all looking to break into their respective markets with a unique identity.

 

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