What goes into building a brand?

I created this infographic to explain the process I take with branding projects, and I think seeing it in this visual way helps to explain the steps. Visuals are an important part of communicating your story through your brand. And if someone walks away with a better understanding of the purpose your business has on this earth, then it’s a win!

Here’s a basic explanation of the brand development process. Of course when I work with clients, this is broken down into a guided process, with steps we take along the way.

Intake and Objectives:

This first step involves collaborating with my clients to explore the foundations of their business or organization. We discuss their goals and objectives, perception and position in the marketplace, audience, competition, and inspiration. I have a brand questionnaire that I work on with my branding clients, to dig into everything that makes their business tick. And we also discuss their reasons for initiating a branding project. Why they need it, what they want to achieve through their branding, and what are their known brand applications: where it will go/how it will be used, who will see it.

Research:

I gather input from clients, and I do my own research- who they are, how they are currently represented, market research, competition research, and a look at areas where they could potentially grow or improve. We hone in on, and develop the story behind the brand.

Brand Strategy:

This is an exploration of what shapes your brand. We identify and clarify your mission, vision, values & culture, voice & attributes, visual identity, and associated imagery. Identifying these brand components helps to provide a foundation for your brand development, and by having a clear understanding of each, you will have guidelines for using your branding in the future, and have clear definition of who you are.

Rollout Plan:

Identifies immediate and future needs, how your brand will be put into action, by whom, etc. The “who, what, where, when and how” of your brand strategy. Knowing at least some of this in advance helps with timelines, planning, and development.

Creative:

I take everything we have established and discussed to this point, and use it to create the brand marks that will best serve your business. It will often be more like a suite of logos - that give you versatility and flexibility within your brand. A brand mark needs to be able to work in different spaces, sizes, color, and for various applications. From the favicon, to banner sized, you want to make sure you’re getting a logo that will meet your current and future needs. And all the digital files of these brand elements are provided- and explained.

Toolkit:

A logo is not one size fits all, as explained above. I understand that not all clients know the difference between a vector file, and a jpg; or a logo format for print vs. web; which logo to use for embroidery, promotional products, or signage, etc. But it’s important to know what to use and when, so I spell that out for my clients when they receive their style guide, and their organized digital files. If you need to hand anything off to someone internal, or an outside vendor, who was not involved in the brand creation process, we want to make sure they can pick it up and run with it, with a solid understanding of your brand, and how it should be used.

Examples of a branding system: I created a versatile logo system for my client to use her branding on various applications, from website to print materials to social media graphics.

Activation:

This sets everything into launch mode - from your website, to announcing your new logo, it’s important to address what shape that will take and what the steps are.

Implementation:

Who will execute the steps that were identified in your rollout plan, and how?

Integrity:

Become a good brand ambassador. If you know the “Why” of your business, as we established through the above steps, it will allow you to stand behind your brand and educate others.

Success!

A successful brand has an engaged community of stake holders to develop it and to advocate for it. Your brand is now working for you. It’s time to tell your story!

Need help telling your brand story? Book a consult and let’s chat!

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