Branding isn’t limited to logos or even complicated visual identities; that much is obvious. Any time a consumer interacts with your product—be it a tangible good, a digital service, a television show, or an intangible intellectual creation—they are building a narrative around your brand. Branding, as the bedrock of successful marketing, necessitates an analytical and expert strategy, and we invite you to delve into that subject with us. Based on our seven years of experience and the most common inquiries from clients looking to work with us on a brand new logo, tagline, or rebranding, we’ve compiled a list of the steps involved in the branding design process and are sharing them with you here.
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Branding: What Is It?
To promote a business, service, or even an individual, branding entails a series of marketing and psychological strategies and processes. A brand, on the other hand, is a collection of attributes that make a product or service stand out in the marketplace and encourage consumers to remember it. It’s based on what individuals understand and believe.
Branding, then, is the impression that the product leaves on its users after they use it. The visual representation, communication, and reputation of the brand are important factors. As Paul Rand astutely put it once, a well-designed product or service acts as an invisible brand ambassador when its creation is predicated on thorough investigation into the intended use, demographics, and objectives of the company.
Branding vs. Identity: How Are They Different?
Every interaction a customer has with your business, its offerings, and services contributes to its branding. Your customer base is just one aspect. Through their interactions with your brand both online and off, your target audience—or anyone else—forms their perception of it.
Therefore, a logo is not the same as a brand or branding, despite being an integral aspect. When removed from their larger context, strategy, and environment, branded posters, mugs, caps, and T-shirts do not constitute branding. Think carefully about your audience, the channels you’ll use to reach them, and the environment in which you’ll be communicating; these factors all contribute to your brand’s strategy, message, story, and benefits.
The sum of all interactions between your product and its end users is your brand. Customers rely on branding because it sets expectations. It is a methodical procedure for raising brand recognition and retaining customers.
Here at Tubik, we assist in initiating the process. “The soul” of a client’s brand is something we explore and define together. That aids us in developing distinctive identities and branding, the “face” of our products and businesses. An organization’s or a product’s values can be conveyed through the identities we create, which include the brand model and the design system.
Who Works on Developing a Brand?
From what we’ve seen, cooperation is key when it comes to branding projects. Maintaining constant communication with the client’s group gives rise to the most fruitful cases. To make a new identity stand out and be genuine, it’s crucial to talk about the brand’s objectives and plans.
The Tubik Branding team is dedicated to achieving the following goals:
- A brand’s art director is someone who oversees the creative process and makes sure everything is up to par.
It is the responsibility of the graphic designer to create all of the project’s visual elements, such as the logo and any branded merchandise. - Involvement at every stage guarantees that all visual solutions are in line with the selected branding direction, and the brand strategist is in charge of the research and brand model phases.
- For the purpose of bringing life to the design concept, motion designers would craft engaging animations, such as logo animations.
- When a new name and/or slogan are required, a copywriter is brought in.
- Keeping in constant communication with both the client and the team, the project manager ensures that everything runs smoothly.
How Does One Go About Building a Brand?
Initial Stage: Investigation
The brand, its consumers, and its target markets can be better understood with the help of the research.
At the present stage, we:
- Make the brand’s mission, objectives, and principles crystal clear.
- Investigate the wants and views of the intended audience
- Gather information about your market rivals both directly and indirectly.
- Go around to different decision-makers and ask them questions.
- In the event of a rebranding, assess the current content and marketing collateral.
- Make sure everyone on our teams is following the same lead by presenting and discussing the research.
- Now the team and the brand strategist are doing research to find out what the market needs in terms of product positioning and images. The research draws from existing brand content and materials as well as those pertaining to direct and indirect competitors. It is always greatly appreciated when clients’ marketing teams or research partners provide completed surveys or in-depth marketing research.
Step 2: Marketing Strategy
The foundation of visuals and communication is brand positioning. We utilise the brand model to establish its parameters. All actions, communications, and behaviour can be further aligned around a central, unifying idea provided by an effective brand model.
Distinctive positioning, competitive advantage, differentiation, and value proposition are all components of a well-developed brand strategy. In broad strokes, it formulates a goal that meshes with corporate strategy, is grounded in the core principles and culture of an organisation, and demonstrates a profound comprehension of the customer’s wants, needs, and views.
So far, we have:
- Bring together key takeaways from the study
- Make the core values and benefits of the brand more apparent.
- Create fictional representations of target customers for your brand
- Create important points
- Make a list of potential suggestions for dialogue
Third Stage: Design Methodology
As a starting point for our client discussions, we compile a visually appealing mood board, or “design approach,” from a variety of sources. In this way, we can guarantee that our understanding of who we are is in harmony.
Our recommendations regarding the aesthetic of
logo, colours, typeface, composition, identity system, illustrations, and media files.
We collaborate with the client to identify the best visual direction for the brand. We can move on to the new identity’s design concept once approval is given.
Step 4: Design Idea
It appears like this is the most enjoyable stage. After we’ve gone over everything in the process, we’ll come up with a concept for your brand’s distinctive identity and start visualising it. The creative team showcases the identity along with potential applications.
Step 5: Designing brand materials for key touchpoints and establishing brand identity standards
Because branding is an experience, it’s important to think about every touchpoint, or point of contact between the brand and its intended consumers. There is an opportunity to raise consumer knowledge of the brand and their loyalty at every touchpoint.
Helping to create the essential touchpoints, we ensure that your brand looks great and conveys its vision.
Defining and Justifying the Necessity of Identity Guidelines
Here you will find the rules and regulations that govern the use of your new identity across all platforms. It is a tool that can be used to make sure that all touchpoints consistently use the same identity elements.
The following items are included in the identity guidelines:
- Use of logos. Specifications for the placement and size of your logo, such as line spacing, monochrome, etc.
- The colour scheme. Guidelines for colour usage, including ratios, prohibited colour combinations, and print and screen colour breakdowns.
- Using typography. Details about the font family and individual fonts, along with information about functional font pairs and guidelines for usage and combination.
- Visual style, graphic design, and photography application. Depending on the preferred aesthetic, these rules may or may not be followed.
- Utilisation of visual components… The entire identity system is based on the visual style and components. In order to make sure that your marketing or design team can effortlessly utilise the identity and maintain consistency, we offer tutorials and guidelines (if necessary).
- Use of applications. The assets are conveniently bundled with all the branded items that came with the package, such as the app icon, business card, and social media templates.
