Brand identity 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 designing, creating and launching the brand identity.
Collaboration is key—as is courage, conviction, creativity and communication.
Purpose-driven companies with evocative branding are empowered to perform better with:
Better business decisions and outcomes
Engaged and motivated employees
More connected and loyal customers
Brand identity 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 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 Johnston
Director
0410 502 131 • ben@evocative.cc •
A 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.