So much can be said about branding and its process. Depending on the scale of the project the process might include different activities, but the core elements will always stay the same. I'd like to discuss it in three stages: investigation, development, and launching.
In the early stage of the process, time is mainly spent researching and gathering all the necessary information to plan for the project.
- Meeting and briefing
- Setting expectations
- Making a plan for the project
- Delegating tasks
- Getting the team: outsourcing other designers, creatives or suppliers
- Research: finding information about the industry, client history or interesting stories
- Getting data from analysis, workshops, and interviews from the client/brand as well as from the target audience. Most brands operate more-less in service so putting the people (customers) in the center is crucial for successful branding
- finding the core idea and emphasizing on the purpose and understanding the vision for future
- Presenting it and getting feedback from the client
This is the part where designers combine strategic thinking with a great visual and conceptual approach to work on the visual identity design. Getting the right idea, nailing the why behind the brand existence is fundamental for capturing the feeling of the brands through design.
- Name. Finding a good name for the brand is a tricky task. Especially when it comes to re-design. It also involves looking for an available domain name which is not that easy as it might sound.
- New Logo / Lifting / Rebranding. It's a hard and complex task to deal with emotions when something has to be re-design. It's easy to just start everything over instead. In my design practice, I try to apply a rule - don't do it if you don't have to. Moreover, the company has to have a good reason and rationale behind why they want to change the current symbols or the name. - Presentations. I tend to present three concepts.
- Feedback, debate, and approval
- Further development of the visual identity design systems. Creating design elements for print and digital applications.
- Final designs delivery
That's a moment for the brand to communicate the new branding to the rest of the world. Perfect opportunity to explain the decisions to the public. Answering some of the most interesting questions: why did they need new branding? What's the plan for the company? How this new branding and visual identity system will help them reach their vision and get where they want to be?
- Pre-launch internal meetings. Before the branding will see the daylight everyone working internally should be aware of these changes. In today's world, most medium to big size businesses have in-house designers or marketers. They will be now working to carry the brand using the branding and identity system so they need to be aware of how to maintain it.
- Campaign. New branding reveals itself in a world of advertising and digital media. The role of a designer working on a branding project is to make sure that it will be seen by others and stick in people's minds.