September 30, 2021
If you’ve ever been curious what it would be like working with a designer, then today’s post is for you! I’m sharing my complete brand design process from start to finish. From client discovery to the delivery of the final brand style guide & logo files, here’s what to expect when working with me!
The first step in the brand design process is discovery. This important first step is vital for me to gain a solid understanding of your business and why it exists. Discovery methods may vary from project to project based on your personal preferences but typically include: a brand discovery questionnaire, a Pinterest mood board activity, and a brand discovery meeting. This first phase of the project is your opportunity to share with me. Often we cover the story behind your business, who you hope to help, and your goals for the future. We unearth what you stand for, what problems your brand solves, your personal preferences and so much more!
In step 2, I take your information from the discovery phase and put together a solid brand strategy.
Why is this step important?
Well, the secret behind great branding is a solid foundation. This is your strategy. It gives your design direction and meaning. Without a strategy, your branding is simply art – it looks great but doesn’t necessarily achieve or communicate much of anything. Your strategy drives the design process to ensure the final branding serves your business, speaks to your ideal customers, and sets you up to achieve those brave and bold entrepreneurial dreams with pride and confidence!
First, we define your business core values – what you believe in as a brand. Together, we create a vision statement and define your brand personality. You’ll get clear on who you are as a business and also who you aren’t (which is sometimes just as important!).
By the end, you’ll know what we want your brand to convey. In other words, the things that you care about and why you do what you do.
Next, we hone in on your target audience. Specifically, this means: who they are, what they are looking for, their core problem, and the solution you provide that meets this specific need.
Moving on, we assess your place in the industry as it stands. It’s important we look at examples of some of your competition because your brand doesn’t exist in a vacuum. Your audience will be comparing you to others in your industry so you should know how you stack up – not so we can do things the way that they do but so we can be different and stand out! During our review, we look for common themes and assess what’s working versus what isn’t working. By looking at these brand examples and pinpointing how other businesses present themselves, we can discover new ways to make you be clearly separate and unique from everyone else.
Lastly, I present the solutions – how we communicate your core values, speak to your target audience, and differentiate you as a leader in your industry all through brand design.
We start with a high-level look at logo examples to hone in on a style that fits with our strategy from step 2. This ensures I know what you are aesthetically drawn to before creating something that just isn’t to your liking.
With an overall style selected, I work on 1 or 2 logo concepts – the ideas that I feel are strongest and really capture the meaning behind what you do in a way that your audience will connect with. Together, we work through revisions to get the logo suite exactly where we want it to be – stacked, horizontal, monogram, favicon, and all!
Lastly, during the refinement process, we bring in colour palette, complementary fonts, and perhaps other elements like pattern, iconography, print materials, etc. to bring the entire brand design together.
Once everything is approved, you receive your design files plus a detailed brand style guide outlining all the specifications and usage recommendations. You’ll have the confidence to use your new brand with ease.
Are you ready to begin your brand design journey with me? If so, please reach out here!
Share your story, sell artfully.