Branding Design Best Practices

Most brands spend a lot on media, but treat landing pages as an afterthought If you’re running ads and sending traffic to a homepage or a poorly built landing page, its almost criminal. Specially when gen AI has reduced the cost and time for content creation drastically Here’s how to get landing pages right. Consistently. 1. Match Intent, Not Just Aesthetics The #1 job of a landing page? Continue the conversation you started with your ad •If your ad says “energy efficient fans”, the landing page should show highlight this feature front and center •If your Google ad targets “Mixer Grinders under ₹5000,” don’t show ₹8000 models on the page. Message match > Visual design 2. Keep the Hero Section Clean & Focused Above-the-fold matters. You need to have •Clear headline – Say what the product is and why it’s special. •Key benefits – 3 crisp points max. •Visuals – High-quality product image or demo video. •CTA – One action. Not three. Buy Now,” “Book a Demo,” or “Know More”—but pick ONE 3. Product Benefits, Not Just Features Nobody cares that your mixer uses XYZ motor tech. I mean they do care but only if they care how it helps them They care a lot more that the mixer has a coarse mode which enables silbatta like texture resulting in great taste And that BLDC or intelligent motor tech enables it 4. Solve for Trust People are skeptical by default. Give them reasons to believe •Ratings & Reviews – Show real customer ratings (4.5 stars? Flaunt it). •Media Mentions – “As seen on The Hindu / NDTV” works. •Certifications – BEE 5-Star? BIS approved? Display badges. •Guarantees – Free returns? Warranty? Mention clearly 5. Speed & Mobile Optimization Today at least 80 percent of your traffic is mobile. If your landing page loads in 4 seconds, you’ve lost half. Aim for <2s load time. Avoid fancy animations that slow things down. Test your page on Mobile (3G/4G) and in all browsers Chrome, Safari etc 6. Minimize Distractions A landing page is not your website. •No top nav bars with 7 menu items. •No footer clutter. •No exit doors—except the CTA you want. Keep it focused. Keep them moving toward action 7. Strong CTA (Call to Action) •Make it obvious. One clear button. •Use actionable language: “Get My Free Sample,” “Book a Demo,” “Shop Now.” •Repeat CTA 2-3 times as they scroll, especially after key benefit sections. 8. A/B Test, but with caution: Gen AI makes it very easy to do so. Test •Headlines •CTA text and colors •Images vs Videos •Long-form vs Short-form copy But get the fundamentals of A/B testing right. You need statistically significant sample sizes for each test A good landing page doesn’t sell the product by itself. But It removes friction so the product has a better chance of selling And when done right, your CAC drops, your ROAS climbs, and your ads finally start working to their fullest potential

If you ever visit Bali, you'll notice a flood of Polo Ralph Lauren stores... All selling Polo apparel at almost 60% off the retail price... And despite the on point branding of the stores, they're all fake - not the original Polo Ralph Lauren... And this is because in the late 1970s, an Indonesian man trademarked the brand name, colours and logo in Indonesia, much before the American company decided to enter into that market. So all the stores can legally operate under the Ralph Lauren name and with the logo, but are not owned by the original American company we know of. Plus, the original brand cannot sell its products in Indonesia. And so that the same thing doesn't happen with your brand anywhere around the world... you must take these steps while registering your trademark... 1/ After registration of your trademark at the Indian Trademark Office (ITO), within six months file for a global trademark that is valid in 130 countries through a WIPO application which happens from the ITO itself In certain countries like China, Indonesia, Vietnam, Philippines, Singapore, South Korea and Japan - also make a separate filing independent of the WIPO application - as these countries have a first-to-file method, which means if someone else files before you, they get the right even if you have been using the brand for longer 2/ To increase defensibility, also register variations of your trademark in other languages such as Chinese, Arabic - as well as trademark common misspellings of your name 3/ Consider getting a trademark not just in the same category in which you currently operate, but allied categories where you may operate in the future as well - for example, an apparel brand may want to enter bags, shoes, or even cosmetics, watches and sunglasses later. These days, even as small D2C brands begin to sell online and start getting orders from NRIs outside of India - it becomes important to protect your brand not just in your country of origin, but even elsewhere. #casarthakahuja

🎩 “How We Designed a Multi-Brand Design System” (https://lnkd.in/erc3mA4i), a fantastic case study by Ness Grixti on the pains of maintaining multiple systems, how to make a design system work seamlessly across multiple brands — with a multi-system token infrastructure in Figma, applied everywhere. Most teams eventually go through a “consolidation” effort — and that’s where struggles emerge as different systems have slightly different needs. Wise team created a system where the entire library is controlled by a top brand layer, which contained nested libraries for type, spacing and colors. I love Wise's approach of 1 system with 2 tracks to avoid duplications — typography and spacing on one track, and color on the other. Both pulled from shared primitives and brought together in a single Global Token library that houses all brands. As a result, designers can manage responsive type, spacing and interaction states across all color themes from one place. 🧱 Raw values core → for color, type, spacing without brand associations 🧅 Layered structure → primitives, scaling/device, sentiment, brands 🌈 Sentiment themes → for alerts, neutral, warning, success, proposition 📏 Accessible dynamic scaling → for type and spacing values 📦 Nested variables → scaling lives within responsive device library ♻️ Avoiding token explosion → tokens shared across brands + diffs If you'd like to dive deeper, I highly recommend to take a look at the Multi-Brand Design System Figma Kit (https://lnkd.in/eShgnPnW) by Pavel Kiselev, a practical guide and Figma kit on how to set up a design system in Figma for multiple brands, platforms or products — with full control over colors, typography and visual styles. And huge kudos to Ness Grixti (along with colleagues Henrique Gusso and Willem Purdy and the wonderful Wise team) for sharing the challenges, the failures and successes for all of us to learn from! 👏🏼👏🏽👏🏾 #ux #design

Here's what most businesses get wrong They focus on: → Random logo design → Generic color schemes → Template websites But real branding is deeper: 1. Brand Strategy Your foundation: → Purpose (Why you exist) → Vision (Where you're going) → Values (What you believe) 2. Brand Voice How you speak: → Personality → Tone → Language style 3. Visual Identity How you look: → Logo design → Color psychology → Typography → Image style 4. Brand Experience How you deliver: → Customer service → Product Quality → User experience → Marketing Message 5. Brand Consistency How you stay memorable: → Same voice everywhere → Cohesive visuals → Unified message Branding is the process of creating a unique identity for a business, product, or individual. It includes elements like a logo, colors, messaging, and the overall experience that shapes how people perceive a brand. More than just visuals, branding is about building trust, recognition, and emotional connections with an audience. "A brand is a person's gut feeling about a product, service, or organization." - Marty Neumeier #design