Before we get started, a brand is NOT a logo, therefore I have an organised process that I stick by when working with clients, which is:
But let's dig a little deeper into each and every one of these
So, the first step in my brand design process is the client inquiry where the client will fill out a form on my website where they tell me a little bit about them and their business.
A discovery call is a free 30-minute call that allows both me and the client to get to know each other to ensure that we would be a good fit. I will learn more about the client, their business and their business needs and the client will learn more about me and my process.
If the client and I are interested in moving forward, I will create a proposal that includes a couple of options that we discussed, when the option is chosen, I will then send over the contract and invoice for the deposit.
A welcome document will be sent to the client about the project timeline, project management information and the best way to contact me. I am currently using Notion to manage my client work so that is something I invite my client into and show how to use it.
The brand questionnaire allows me to really learn more about the brand, it helps me understand the clients, mission, vision, values, goals, story, their why, ideal target audience, competitors and more. This branding questionnaire also allows the client to learn more about themselves.
This step is the most important step in the brand design process as the brand design depends on the brand strategy.
So, after the branding questionnaire is complete we will schedule the brand strategy session which is a 1-2 hour call. The brand questionnaire is surface-level questions, whereas the brand strategy session is all about digging deeper into the target audience, competition and the brand personality.
After the brand strategy session is complete I will research further and create a brand strategy PDF
If you want to learn more about brand strategy you will enjoy: What is strategy, and why you need it
Once the brand strategy PDF is approved by the client I will begin translating the brand strategy into the creative direction, this is an important step in the brand strategy process as it sets the direction of the brand design.
I ask my client to start a Pinterest board with inspiration like logos, typography, colours, etc and I ask them for it in my questionnaire.
After viewing the Pinterest board and taking what I think will work with the brand I will add more images that I think will work and then I will condense it into a mood board of 9 squares which will include elements like logo, typography, photography and colours.
I will send over 1/3 mood boards to the client with different directions depending on how our brand strategy went the direction sometimes is clearer therefore only 1 mood board would be needed.
Getting the mood right is a vital step for the brand design to succeed
This step is the 2nd most important step in the brand design process because we have to translate the brand strategy into brand design.
I begin by referring back to the brand strategy pdf and the mood board to create:
I put all of these elements in a brand presentation explaining the reason behind my choices this brand presentation will include all the brand elements. I have found that the brand presentation is a useful tool as it not only makes you look more professional but it increases the chances of approval compared to showing part of the design as a screenshot on email.
And I also include only 1 concept as I have found that the first concept is my best idea and the 2nd or 3rd is just a worse version of a concept so I only focus on 1 and ensuring it is the strongest concept, although, behind the scenes, I experiment but I only move forward with 1 concept.
As well as the brand presentation, I send a feedback form allowing for revisions, this form is very useful as it guides the client in how to offer helpful feedback as we all sure heard the typical "make it pop" feedback which isn't helpful to a designer.
Once the brand identity is approved, I will provide all the files.
I will add:
I will also let the client know that I will not keep these files forever and it is their responsibility to save them and keep them safe.
I also include detailed brand guidelines, which guide the client on how to maintain their brand identity and what to do and what to not do.
When the client is excited and just received their files and their amazing brand, I will ask for a testimonial and offer a referral program.
When asking for a testimonial I do give them some tips on what to talk about as some clients don't know where to start and I ask for the referrals in the form of written format or video format (if that is something that they are comfortable with e.g if they are present on social)
So that's it! Here are my 9 steps in the brand design process!
I hope this helped you understand the brand design process a little better. This process is based on a branding project that is around 3-6 weeks. And when it comes to brand in a day project where a brand is created in 8 hours this process is modified e.g instead of offering a full brand strategy I would only create a mini brand strategy with a maximum of 1-hour strategy session call and a smaller brand strategy pdf.
If you are looking to bring your brand to life wait no more! Fill out my form to get in touch
Thanks for reading!
Kami x
