5 Essential Steps for Building a Brand

5 ESSENTIAL STEPS FOR BUILDING A BRAND FROM: DESIGNING BRAND IDENTITY BY ALINA WHEELER Who are your target markets? 1 RESEARCH: What are your challenges for the future? THE FIRST PRIORITY IS TO ASK THE RIGHT QUESTIONS. What is the company's mission statement? What is your culture as a company? What type of competitive advantage do you have? Clarify Strategy: Are you a brand new company or are you refreshing your current brand? STRATEGY: Narrow the focus: Creating a Brand Brief can achieve this well. CLARIFYING A STRATEGY IS TAKING EVERYTHING YOU LEARNED FROM YOUR RESEARCH AND PULLING IT ALL TOGETHER TO CREATE A BIG IDEA! 2. Perception: How do you want others to perceive you? Naming: Name your business or organization if completely new. Openness: True collaboration happens when both the client and consultant are open, have mutual trust and respect! Experiment: A designer may explore hundreds of ideas Color: What does your color choice convey as a company? IDENTITY: THE DESIGN BRIEF, OR DIRECTION IS AGREED UPON BY EVERYONE. DESIGNING IDENTITY IS WHERE FORM MEETS FUNCTION. Typography: Type conveys personality, culture, and sustainability. Trial Applications: Test mock ups on T-Shirts, Mugs etc. Presentation: be prepared, keep things moving, have a plan Fine Tuning: Company organizes the final list of design applications. Trademark Process: Lawyers etc. make sure that there are no conflicts TOUCH POINTS: THE LOGO AND CONCEPTS HAVE BEEN APPROVED! NOW IT'S TIME TO MAKE ANY LAST MINUTE TWEAKS OR REFINEMENTS. Stationary: Letter Head, Business Cards, Envelopes Signage: Outdoor & Indoor Signs Website: Interactive experience explaining who company is. Launch brand identity Identify specific design team to handle the brand MANAGING ASSETS: "BRAND IS A LIVING THING. IT MUST BE NURTURED, ATTENDED TO, AND DISCIPLINED IN ORDER TO SURVIVE AND GROW." Develop a system of checks and balances Build a printed brand/spirit book that tells your brand's story. Create standards and guidelines for appropriate brand use. BART CROSBY OF CROSBY ASSOCIATES