skip to Main Content

Brand design process

A company communicates its purpose through its brand—both internally and externally. Evocative works with companies through every step of the branding process: from clarifying purpose and messaging, right through to creating and launching the brand design.

Collaboration is key—as is courage, conviction, creativity and communication.

Purpose-centred companies with evocative branding are empowered to perform better with:

Strategic business decisions

Engaged and motivated team

Connected and loyal customers

Brand design process:

Conduct research

Explore the company’s history and future vision with management

Audit the existing brand touchpoints

Establish the competitive edge against competitors

Clarify strategy

Collate and distill the research

Create the company’s purpose, story, positioning and key messages

Develop a brand strategy and 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 design:


Brand design helps customers and prospects choose from an overwhelming array of companies and product choices


Brand design communicates the quality and value of a company’s products or services to their customers and prospects


Brand design 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 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 brand design is inconsistent and lacks cohesion

Ben Johnston
0410 502 • 

A core belief of mine is that working with clients on their brand design 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 design.

I work to inspire and empower via communication and creativity.

Back To Top