Branding Process Explained
We have divided the brand creation process into 6 stages which a designer needs to go through.
Determining brand positioning and purpose
To establish a corporate identity, one must determine its positioning and purpose. In other to do it, answer the following questions:
- Why your brand is the best option for your clients?
- Who it is for?
- What is the reason for your brand’s existence? (How can it change the world?)
At this stage, you should make your purpose actionable.
Using online survey tools, phone interviews or simply talking to people, conduct customer and market research to gather the information on who your main client personas are, and what are their personal and professional traits. This will help you define what kind of identity your business should have to be appealing to clients. If you have a hard time getting started, we have a simple tip for you:
- Is there a public personality, musician, actor/actress or any other celebrity that embodies the same traits as your business?
- Which public persons will best represent your company?
Now that you answered these questions, start boiling down your corporate personality into a short clear statement.
Create a memorable logo
This is a key part of your brand design. What came first – a brand or a logo? It is hard to answer as brands and logos are constantly being adjusted and refined. But probably a brand must come first, followed by a logo, enhancing, complimenting, and matching it. Great logos encourage an emotional response. And don’t forget about simplicity! When creating a brand logo, think of the places it can be displayed. It should be flexible enough to look perfect as a tiny icon and on a huge poster/billboard.
This is the time when you should select a font that looks well in all sizes. Finding the right one is crucial. Think of the fonts that remain recognizable even when taken out of context (Coca-Cola).
Few advice to pick a font:
- Avoid using all-caps
- Don’t use hyphenation
- Always align to the left
- Avoid mixing contrasting fonts or more than two font families at a time
- Don’t use default or fancy fonts
Color psychology is intuitive. For example, red expresses energy and passion, while blue expresses calm. A dark shade of blue is conveying reliability, while a light tint is conveying the feeling of tranquility. Basically, you can convey any emotion by color palette. Colors are a powerful weapon, use them wisely! Based on our experience, we would recommend a simple logo with no more than one to three primary colors.
Read also: Responsive Website vs Mobile Application? Which is Better?
We hope that these recommendations will help you nail down all aspects of your brand design, and do it effectively. Definitely, if you know what you are doing, you can break any rules. But in case if you don’t, please take a minute to contact us to get a free consultation