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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 exist, right through to designing, creating and launching the brand identity.

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

Strategic and evocative branding empowers businesses to:

Guide direction and decisions based on the company’s mission and core purpose

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:


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


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


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
0410 502 •   

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.

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