Brand identity design process
Evocative works with companies through every step of the branding process: from clarifying who the company is and the core reason why they do what they do, right through to delivering the final design and execution of the brand identity.
Collaboration is key—as is courage, conviction, creativity and communication.
Strategic and evocative branding empowers businesses to:
Guide decisions based on the vision, mission and values of the business
Increase staff morale and productivity via clarity of and engagement with the brand
Communicate with clients and customers who identify and connect with the story
Stand out and differentiate from competitors to be successful and profitable
Brand identity design process:
Conduct research
Establish the vision, mission and values with management
Audit the existing brand touchpoints
Establish the competitive edge against competitors
Clarify strategy
Collate and distill the research
Clarify the company story, positioning and key messages
Create a brand strategy and develop a creative brief
Design identity
Word mapping, naming, sketching and ideation
Develop the fundamental idea for the brand
Design the core brand identity
Create touchpoints
Develop brand identity system, standards and guidelines
Create additional brand elements
Prioritise and design touchpoints
Launch brand
Create internal synergy around the new brand
Establish, educate and nurture internal brand champions
Launch internally first, then externally
Key functions of an effective brand identity:
Distinction
Brand identity helps customers and prospects choose from an overwhelming array of companies and product choices
Confidence
Brand identity communicates the quality and value of a company’s products or services to their customers and prospects
Captivation
Brand identity creates distinctive visuals and evocative messaging that allows customers to connect and identify with a company
Brand architecture: touchpoints and stakeholders:
When to start the brand identity design process:
• Creating a new company
• Launching a new service, product or product range
• Company merger, acquisition or sale
• Strategic company name change
• Change in product or service offering
• Shift in company vision, mission and values
• Repositioning to suit a changed or new market
• Tired or irrelevant brand needs an update or refresh
• Current identity is inconsistent and lacks cohesion
Ben JohnstonA core belief of mine is that working with clients on their brand identity should be fun, challenging and meaningful. I work with business owners to realise their own passion and vision for the future—seeing their consequential success is a testament to the power of brand identity.