1) Asking the right questions.
Before we start any design work, I first talk with you extensively and gather as much information as possible about:
• your business,
• your goals,
• as well as the audience you serve.
We also set measurable objectives for what we want the new branding to accomplish, so we can later gauge if the job was done properly.
This step can also be contracted separately; in that case, I conduct a review of your current branding, highlight some root problems you may have been unaware of, then suggest what can be done to solve them.
Sometimes those problems can be solved by me, and sometimes you may need to seek help from a different kind of expert.
2) Creating customer personas.
The information gathered in step #1 helps us create customer personas, which are the average representations of your target audience(s).
To create these personas, we go way deeper than traditional demographic data. We take note of everything, from:
• where your customers get their news from,
• their hobbies,
• style of clothing,
• world views,
• and so on.
This step enables us to create incredibly powerful messaging that reaches the target audience with pinpoint accuracy, thus resulting in more sales for your business.
3) Researching the market.
After learning about your business and the target audience, it’s time for me to learn about your market too.
This is where I begin conducting in-depth research of your competition: exploring who the power players are in your niche, what works for them, and what we can implement into your brand.
The research done in this step also serves as great inspiration, providing an insight into what we could do later in the process.
4) Sketching & moodboards.
All the previous steps help tremendously when it comes to sketching design ideas and creating moodboards.
By using the information learned in those steps as a guide, I curate a select collection of images that evoke the same emotions, feelings, and the same voice that we established for your brand. Later, we will utilize these images as a foundation on which we build out your brand’s identity.
If I'm the one in charge of logo design for your brand, this step is also where I'll start sketching dozens of initial ideas in my notebook. Some of these will be made digital in the following step.
5) Creating design work.
Going straight to this design step, without any prior strategy and research, is a tell-tale sign of a beginner. Trust me, I did that too at the beginning of my career.
The truth, however, is that designing final deliverables like a logo, stationery, or ads is only part of the puzzle.
The most important part is first establishing the correct “non-visual” parts of a brand:
• the messaging,
• the vision,
• the mission,
• what the brand stands for.
Only then can we get to the actual design.
However, in steps #1 to #4 we have already established all the "non-visual" branding. This means that now, in step #5, we can begin to craft a lasting brand identity which your audience will connect with immediately.
Following this process ensures that the branding we create has a strong foundation based in strategy. Because of this, your new brand will endure years and years, paying for itself many times over, as well as giving you a sense of pride in owning a well-polished and profitable brand.
6) Supporting you with implementing the brand.
However, the re-branding project is not where it all ends. Every brand identity I create carries with it a guidelines document created to help other designers implement the branding on their own.
Additionally, in the first few weeks of the new identity's life, I'll be there to support you with its implementation, for example:
• Making sure that all design collateral is updated with the new, consistent look,
• Educating your employees about the brand's refreshed positioning,
• Accurately communicating the shift to your customers.
Wanna watch me further break down this process? I made a 5-step video series about just that, over on my Facebook page!
Now, are you ready to transform your business?
P.S. In case you wanna try before you buy, I have a branding exercise waiting for you.