Steps for a successful Brand
Research & Familiarisation
1 Creating a brand identity requires a solid understanding of business and creative thinking. In order for us to effectively define and create a brand for our clients we need to immerse ourselves into the business and understand: its mission, vision, target markets, culture, competitive edge, strengths and weaknesses, marketing strategies, aim, challenges and aspirations for the future. This may include interviewing key stakeholders, customers, visitors and staff to understand the beliefs, feelings and the perceptions. We may look at new and old research, statistics, prepare audits and review the current customer experience. At this stage it is important for us to also understand the competition, and learn more about your likes and dislikes. It is at this stage where we may ask you to complete an establishing the brief questionnaire which will ensure both client and designers are well informed.
2 This phase combines systematic studies, strategic thinking and a vivid imagination. Analysis, discovery, simplicity and clarity. Rational and creative thinking merge to create a strong strategy that is bold and explores opportunities and areas that your competitiors may not. It is here where we compile all the research gathered into a single idea and positioning strategy. One which we can weave a story into.
Your strategy will become a platform for all phases to follow. A positioning statement which will define your customers beliefs, feelings, perceptions and motives . One which will define who you are, what you are….what you do, who you do it for, how you are different and why choose you / your product or service?
It is in this stage that we create the concept. The big idea. It is in this stage where we will explore naming, , taglines, mission statements and the ‘elevator pitch’.
The brand brief is a written statement clearly identifying and articulating who you are and why you exist.
The Brand Brief
takes the information and ideas from the strategy and writes them into a statement where key decision makers can agree and sign off on the vision for the brand essences.
The Creative Brief
provides an outline for the creative team which conveys the brand essence and identifiys goals and deliverables.
Designing your Identity - Branding
3 Once the brand brief is agreed the creative design process begins. Far too often clients approach us because their brand isn’t working. This we feel is because they jumpstart their business branding at this stage – the visual stage without considering the research and strategy stages. The best creative identity design is where the design process integrates meaning with form, merging clever strategy, imagination, creative flair and experience.
Creative Design Stages
Our creative design process is based on a tried and tested process that achieves results and adds value
A. Creative Concepts
We now get illustrating, creating, sketching and exploring creative ideas that sum up what we have discovered in all the research and strategy agreed earlier. Here we set the standard for all aspects of the project. We create the mood and story for all elements of the project considering the style, aesthetic and design language. At this stage we may even consider several design routes to offer you choice and really get the most out of the creative process.
Following agreement of the brand strategy we design sketch approaches for the branding and sketch suggestions for marketing communications. The objective of this stage is to explore many design routes and decide which route or combination we would like to develop further.
B. Design Development
Having decided which route or combination of routes is preferred we develop the concept further. This will require development and modification of the ideas so they can all work together as a whole. At the end of this stage we would present you with visuals showing how all elements of the concept will sit together.
C. Final Artwork
The objective is to produce final artwork and achieve sign off before any of the elements are taken forward and used in the public domain.
We deliver the logo in all file formats such as .jpeg, .eps, .tiff and .ai files in full colour, black and white and spot colours as required.
4 After the brand identity has been approved and you have your new brand mark.. you will undoubtably want this applied to all your business assets and will want them as a matter of urgency.
Business cards, Stationery, Website, brand guidelines…or maybe even and interior design or exhibition stand.
In earlier stages some applications to various touchpoints may have been designed in order to present the ideas and the concept. Such as a business card or even a shopfront sign. Now the major decisions have been made with regards to your ‘logo’, the scope of works and brief must be agreed for the touchpoint to follow.
Implementation Support & Print Management
5 After sign off and handover of all artwork you will have all files required to implement your brand as you desire. For quality control and consistency we are happy to offer our support to help you establish print quotes, determine paper stocks and ensure the brand is implemented correctly throughout.
We would implement and manage all print on your behalf and project manage all printing deadlines, liaise with printers, tender artwork to establish best print costs and amend artwork where necessary.
We charge you between 15%-30% of the print costs for print management.
This is optional but highly recommended.
Brand Guidelines and Managing Assets
Managing brand assets requires attention to detail, initiative and a commitment to doing all that is possible to build the brand and maintain its consistency.
After the identity is established, all touchpoint defined and delivered we can prepare a brand guidelines to ensure that your brand message is communicated consistently across all marketing channels and customer touch points facilitating an ongoing and consistent implementation.
When creating brandbooks and guidelines we put in place graphic, tonal and media standards that should be adhered to. These standards are written to ensure the brand identity has the best chance for consistent, high impact implementation and to prevent misuse, which would reflect poorly on the business. Once the guidelines have been produced, the owners of the brand are well equipped to protect
it using the design manual as a tool.