Introduction
When someone starts talking about branding, it can often seem a bit abstract. That's because branding involves the study, development, and alignment of both tangible and intangible elements. For example, we can’t physically touch someone's personality but we can create a product that embodies it. However, the truth goes beyond this example and can be very nuanced or confusing, but it doesn't have to be.
"Branding" in all sense of its definition is complex, vast in application, and inevitably long-game work. So, depending on the maturity of one's business determines what areas of development are needed.
To better explain, we must distinguish between Brand Identity and Brand Design and the importance of their alignment in shaping a "brand".
We'll illustrate it below and title the intangible elements "Brand Identity" and the tangible "Brand Design".
This diagram includes elements of consideration for Brand Strategy and Brand Identity Design. In reality, this illustration only scratches the surface. To put it lightly, there is no one-size-fits-all solution to getting one's brand aligned.
If you are a larger organization needing stakeholder alignment to develop a cohesive brand experience that drives business growth, you may require codified strategy elements such as – positioning statements, target consumer profiles, and competitive differentiators. Visit this link to learn more about how we can help: Brand Strategy Consulting
But for those in need of Brand Design only, let's move on to our 3-phase framework and get your brand identity design knocked out of the park!
These phases ensure that your project, from start to finish, is well-prepared, creatively executed, and thoughtfully delivered.
Phase 01: The Prep/Discovery Session
Whether we are re-imagining a vision or starting from scratch, our brand identity discovery session uncovers the 4 identity pillars to inform brand design.
This session is a crucial step in establishing what is needed for your goals. (e.g., defining intangible and tangible elements) This session typically runs 2 hours minimum and is recorded over Zoom or Google Meet, Loom, etc.
After the meeting, we will audit the responses and populate the information needed to inform the 4 pillars of identity then confirm the content before moving on to Phase 02.
Phase 02: Design & Approval Loop
Design
Gathering all of the information to inform design is the most intensive part of most brand design projects. This is why we say the design phase is the most exciting part of the process.
The images above are called "style scapes" or "creative anchors." These display directions for design, fonts, illustrations, textures/patterns, photography, and thematic mood. A brand design project typically accompanies certain key assets like products, apparel, or a web/social presence.
The Approval Loop
Design concept round amounts are presented according to the project scope. We will submit mockups with the stylescape containing these assets to capture the feel of real-life production before final approval. This is the approval loop, where we focus, refine, confirm alignment, and repeat as necessary.
Phase 03: Delivery
File Transfer
We typically work with Google Drive but this can fall under WeTransfer, Dropbox, etc.
We will provide a closing document with a guide that explains how to navigate your files and how and where to store them. We typically retain backups for 1 year depending on project type and contract agreement.
Next Stepping: Branding & Beyond
Branding is long-game work. One can use tactics and execute plans for short-term attention, but it’s the consistent reiteration of what makes one unique that shapes your brand identity over time.
Perceptions can always change based on one's internal decisions. Here's an example about Toyota in 2024.
"Toyotas are generally reliable vehicles and make some of the best cars, especially if they’re well cared for. However, Toyota has recently begun incorporating more advanced technology, which may hurt reliability in the long run." finn.com
Brand identity development's purpose is to guide this perception based on one's values and core position. When it’s all said and done, your audience, customers, etc. will inevitably shape your brand identity, but the goal here is to ensure it happens with your guidance, and not WITHOUT IT.
So, if this resonates with you and ready for in-depth brand development visit our Brand Consulting service.
Ready to get started?
Send us a message about your project type and let's Rock and Roll!