The 3 major benefits of the design system for your brand strategy

The health crisis has changed consumption patterns and accelerated the digital transformation of companies.

The health crisis has changed consumption patterns and accelerated the digital transformation of companies: most newbies have taken the plunge, the most mature have stepped up their efforts. A shared challenge for each of them: to differentiate themselves and create this brand preference among consumers who are already oversold.

In this context, the development of brand and experience strategies has placed design production at the center of the operational problems of the largest brands. Faced with the challenges of profitability and cost rationalization, a topic is slowly but surely taking off: the design system, a tool that brings together all the elements of the company’s identity in one place (logos, images, fonts, color palettes, templates, components, code , etc.).

If, thanks to the centralization and industrialization of resources, the design system reduces delays and costs in the long run, the benefits don’t stop there. It is also a powerful creator of value for a company’s image and commercial development.

Consistency: to optimize the user experience

Faced with the emergence of new media and the evolution of digital use, companies have gradually developed a large number of touchpoints with their goals: showcase site, e-shop, company portal, mobile application, social networks, emails … Without, however, a optimized and harmonized user experience from one medium to another. And yet the fluidity of the journey and the continuity of the discourse are essential guarantees of quality and reassurance in a context where attempts at phishing and scams of all kinds have made visitors more suspicious. Although an uneven experience can lead to disappointment and abandonment of the user, who would rather turn to a competitor.

When a user goes from the site to the mobile application, from an email to his customer account, he must be able to continue his experience uninterrupted, both in design and message, in his tone or in his terminology used in calls – action, etc.

Thanks to the design system, all these elements can be defined as the foundation of all media and offer the user a complete immersion in the universe of the brand, for real experience efficiency. This translates in particular in a better perception and memorization of the brand and its offer, but also in an optimization of the conversion tunnel thanks to the trust of the visitor: he evolves in a unified and recognizable environment.

Outreach: to strengthen commercial potential

On a larger scale, companies are multiplying the possibilities to support their business and increase their exposure: internationalization, multiple subsidiaries, network of franchises or partners… Here too, one of the strengths of the design system is building the framework of the common identity which is then disseminated by all actors, internally as well as externally.

In concrete terms, a group consisting of several subsidiaries whose activities are complementary will thus strengthen control over an entire value chain by aligning them on the same communication axis. Similarly, for a company spread over the national territory, the operation of the design system by all regional entities will provide an additional guarantee of reliability and solidity, by increasing the geographical presence of a large group (as may be the case with banks and their network of, for example, regional mutual societies).

With partners or service providers, the contribution of the design system will be that of a predefined cooperation framework to better control the use of the brand on third-party sites (compliance with guidelines, speech elements or other) and save time on content management with all interlocutors. The design system thus strengthens the overall image of the brand and facilitates its application to all its digital tools, however numerous they are.

Responsiveness to make the brand last over time

Companies evolve in constantly changing contexts: market dynamics, consumption habits, new competitors, legislation… there are plenty of reasons to encourage brands to regularly correct or optimize their communication elements.

One of the strong assets of a brand is also this ability to reinvent and adapt itself, to perform better and better, to meet new expectations, to legitimize speeches… The design system supports, but mainly optimizes this flexibility thanks to providing a set of pre-built, pre-validated resources that can be adapted to all challenges. Not to mention that the changes are made uniformly and simultaneously across all entities associated with the design system.

In fact, this makes it easier for companies to launch structuring projects, such as updating a new graphic charter about the ecosystem involved, but also to meet more operational needs. Indeed, on this last point, teams will be more likely to implement new strategies more quickly, freed from many of the technical and organizational constraints usually associated with making changes: launching new offerings, composing segmented speeches based on goals or markets, adapting formats to the seasonality of a product, or even the establishment of marketing activities related to the usual chestnut trees, but also news that must be spoken quickly (health crisis, conflict, etc.).

In addition to managing graphic, ergonomic or even editorial features, system design proves to be a strong lever for growth, improving the deployed brand strategy and optimizing time-to-market. However, the industrialization of design as thought of here should not include creativity, on the contrary. If it frees up time for performance or rehearsal tasks, it is to leave more room for the spirit of initiative and virtuous cooperation between all stakeholders, as these are guarantees of success.

More than ever, the past few years have highlighted the issues of adaptability and proactivity for companies to get out of the game and now they have all the cards in hand to tackle it!

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