Today competitions between businesses is a battle. To stand out among the crowd, a company needs to be unique and recognizable by customers. That's where a strong brand identity comes in.
To create proper brand identity, designers need to get deep into details about business goals as well as understand the market and its target audience. Here, we’ve divided a branding process into six essential stages which we apply for brand creation.
Before we start working on anything visual, we need to identify the characters which company or product have. A brand questionnaire helps us scope out what’s actually going to work for our client, their business and end users.
a. Your name and your position at your company
b. What inspired you to start your company? What’s your story?
c. Brand Mission Statement
d. Positioning Statement
e. Value Propositions
f. Five words that represent your company
g. Three messages your brand want communicate to your users
h. 5 brands/products that you admire
i. What brands don’t you like, and why not?
j. Who is your dream/ideal customers?
- Their age-range?
- How do you see your relationship with your customers?
- How do you plan to reach him/her?
- How would you want them to describe you?
- How wouldn’t you want them to describe you?
k. What emotions do you think your customers should feel when they use your services?
l. Brand characteristics that best define your company
m. Who are some of your competitors? Why do you consider them to be your competitors? What do you think you can do better than them?
n. Unfair Advantage
When the goals are set and a company’s personality is clear, we move forward to research and analysis. This step is essential for all kinds of designer’s job, be it a logo or a mobile app. The research phase helps immerse into the environment of the future brand and comprehend the peculiarities which may influence its success.
In most startup cases, creating a brand identity and a product go together as a package. If that's the case, we can conveniently merge this phase together with the UX research phase.
One of the aspects the research includes is exploring logos of the competitive companies. It helps to avoid unnecessary similarity with other logos in the sector and make an original brand identity.
We have an essential activities of the creative process in logo design on Basecamp
- Logo Sketches
- Logo Concept Presentation
- Final Logo and Color Palette
- Style Guide
In this phase, we explore all possible directions that would represent our client's business through brainstorming and paper sketching. Gather some of your teammates if possible, so you can bounce ideas off of each other, instead of just browsing the internet for something to spark your creativity.
Since we work closely with our clients and keep them involved every step of the process, we are not keen on formal presentations in which everyone's on guard. We try to make it as casual as we can, in the form of open discussions; we show the clients our works, explain how we get there, how our choices align with their business and welcome feedbacks from them genuinely.
After considering feedback from the client, we refine the logo before testing it in all possible situations, to make sure there won't be unpleasure surprise. When the logo is complete, we move forward to decide a color palette that will work best for the brand.
If a brand is a human being, the logo is probably the face. Designers are recommended to pay great attention to its creative process. A well-thought logo is worth the time and effort investment.
After we have the client's approval on the logo and color palette, it’s time to unite them into harmonic corporate style. It is required when a designer works on branding for companies providing services. Various attributes can become a branded item depending on the business. Some common branding items being:
- Name card
The work is done. The visual material is complete. Our last mission is to make sure clients know how to apply their new brand into their daily business, through a style guide. Traditionally, a style guide includes the idea behind a logo as well as the presentation of a corporate color palette which can be used for different purposes. It can be good to demonstrate examples of incorrect usage in order to avoid poor visual performance.
We will update all the files with structural changes as every modification needs to carefully craft; everything needs to show the final consistency before being delivered to the client.
✔️Logo - SVG/PNG/JPG
✔️Brand Guideline - PDF
✔️Branding Resources - DOC/PDF
✔️Document Template - DOC/PDF
✔️Stationery - PDF/AI