Creating or Developing a Brand
For any branding project, I work through a clearly defined process. This has been refined over many years to ensure the consistent strength and success of the branding projects I’m involved with.
Who can benefit from this branding process?
The branding process is tailored towards a companies that may be at a crunch point of growth, expanding from the brand, culture and business structure the company started with, to new ways of working and presenting itself.
Many companies will have realised that they may not have the skills in-house but still need to control and develop their brand to support further growth of the business.
Alternatively, a company might be looking to take a fresh approach, assume a different market position, attract different clients, deliver a different experience, even redefine its overall market proposition. It’s not always easy to know how to get there, particularly if the company doesn’t have the specialist skills, experience, or an objective view in-house to get there.
That’s where I can help, and the brand development process ensures that the key decisions made throughout the project are made with empathy and understanding of the objectives throughout, not only for the brand, but for its customers, end-users, and stakeholders within the business. Find out more about why good brand development is so important.
Here’s an overview of the complete process.
1 Define Objectives
I work with you to understand where you are now, establish the core values of your business (regardless of current brand sentiment), and identify your ideal client or customer.
This provides the strongest possible foundation to acutely defining your audience and how we can develop (and in some cases simplify) your brand to best communicate your proposition and brand values.
2 Benchmark & Blueprint
We explore the market and discover comparisons and contrasts with your competitors and related industries, with a view to defining how to compete, differentiate, and become best in class.
We look at the established visual and messaging cues that underline the market, and how we can leverage those to acutely position (or reposition) your brand.
3 Define Personality
We create a tone of voice for your brand that resonates with the audience you need to communicate with, developing messaging that explains your core proposition and brand values, and feels like it has real personality.
We look at your mission statement and ask how it relates to real people, and real experiences, and we make sure that’s at the very heart of all further brand activities.
4 Articulate Value Proposition
We create visual concepts and develop the design language that reflects your brand’s personality. We work through each of the components that make up the visual language of your brand, including logo, colour, typographic and other design elements.
It provides tangible output, with design concepts and visuals of in-situ applications. For many this is the most exciting phase, allowing you to see how it will apply in the real-world and get a feel for its physical presence.
5 Deliver Vision
Your brand will be applied consistently across your organisation – from website, social media and other digital activities, to physical elements such as signage, packaging, vehicle livery, business stationery, and so-on.
It can often be the most time-consuming part of the process, but is essential to ensure your brand reflects the personality we’ve defined in both look, feel, and tone, and it’s where we build-in flexibility, so that each and every application feels just right.
6 Continuous Support
It is essential that everyone with influence across your brand touchpoints understands the reasons and objectives behind any changes in the brand’s direction.
Whether a change in message, image, behaviour, or proposition, it all needs to be consistent at every level. I work with you to communicate these requirements on an internal level, and provide continuous support in the immediate aftermath of the previous process stages.
Working through such a robust process allows the creative direction, business-driven objectives, and more empathic decisions to be made from a holistic foundation, something I firmly believe will not only achieve your brand’s objectives, but will also resonate with its customers, end-users, and people of all levels within the organisation itself.