Overview
The goal
Create a strong logo and simple brand identity to help their brand be strong at attracting clients, especially on printed materials. Webflow eCommerce was the solution for this small online business.
Creating a solid brand, with strong foundations is much more than just creative brainstorming.
The branding process is a combination of investigation, strategic thinking, project management, and creativity.
Yes, there is a lot that goes on in the background and yes, there are processes that we, as experienced brand stylists follow, but the one thing that I personly do is to make sure that the branding process is kept as simple and jargon-free as possible for the client.
In simple terms,I follow 3 stages in the branding process:
1. CONDUCTING RESEARCH:
Conducting research allows you to:
- Clarify the vision, strategies, goals and values of the company
- Ask key management their vision for the brand
- Research stakeholders’ needs and perceptions
- Conduct a brand audit
- Conduct a competitive audit
2. DEVELOPING/CLARIFYING STRATEGY:
A brand strategy should clarify:
- Vision
- Target markets
- Competitive advantage
- Brand values
- Brand personality
- Brand promise
- Brand proposition
3. DESIGNING IDENTITY:
When designing a brand identity, I look in detail at a number of key areas and whether they accurately represent the values and personality set out in the strategy.
The design process begins by creating a logo, which will become the graphical representation of the brand. Colours, fonts, shapes, and icons are all considered to create something unique, eye-catching, and illustrative of the brand.
An overall brand identity is also created to give a look and feel to the brand. On any marketing document for a brand, you should be able to cover up the logo and still know what brand it belongs to, just from the colors, imagery, typography, styling, etc.