What to expect during the brand identity design process.
You’re ready to make one of the most important steps in starting a new business and you want to know how it works. You may be thinking you just need a company logo design but there’s more to it than that. Does the designer you chose to work with have your best interests at heart or are you getting a lesser service. Having a good understanding of what is required to create a successful brand identity will help you identify the designers that truly care and get the right one for your project. Having to design a brand a second time not only costs more money but can also have a negative effect on the reputability of your company. I’ve broken it down into five basic categories to help you invest your money wisely.
1. Brand positioning
Brand positioning helps the designer better understand how the brand sits in its customers minds and how they perceive it. This helps the designer get an accurate idea of direction for the visual identity. Having a solid brand positioning statement is a brief guide on how you should talk to your customers, how you should make them feel and what positive result your offering will have for them.
2. User profiles
Also referred to as personas, user profiles are an understanding of who your targeted audience is and how they live in this world. This helps designers be empathetic to customer needs because of a better understanding of their pain points. Knowing who you’re dealing with gets you closer to enagagement.
This is done by the designer. Researching helps gain deep insights into the customers market and this influences the design. Steps one and two form part of the research phase, and it’s usually here where competitor and style research is conducted. You should receive an idea of branding direction once all research is done.
4. Functional Logo
A logo essentially needs to be three things, relevant, memorable and simple. At this stage the designer has gathered all information needed to move forward and you’ve agreed on a style. You usually get three company logo design proposals and each design should be presented to you demonstrating that the logo is functional in the real world.
5. Identity Manual
During this phase you should be working with your designer on the visual identity. Once all has been finalised you should receive a brand idenity manual explaining how to implement your new brand. Contents of this should include your brand positioning, user profiles, colour pallettes, typography, logo guidelines, photography and business stationery. There could be more but this is a good foundation.
Do you want to grow your company and earn more market share? You can achieve this through professional brand identity design.