Your brand is more than just your company’s logo and visual identity, it’s also the perception that individuals have of your organization and the emotions it inspires within them. But how can we help with that? What does that process look like?
To give you a clear picture of how we deliver on this mystical process, we’ve broken our Branding services into four categories: Brand Insights, Brand Strategy, Logo Design, Visual Identity.
Brand Development done right is a journey for both us and our clients, one that begins with research that helps us understand the unique opportunities and challenges within your industry and how to best reach your audience. The elements within our Brand Insight services include Audience Profile Development, Buyer Personas, Industry Analysis, and competitor analysis.
Audience Profile Development
We define your target audience. The most successful brands know their target audiences and how to inspire them. We start by researching which groups of people will find the brand to be most relevant based on their demographics.
We establish a generalized representation of your audience. Knowing the statistical data is helpful in determining a target audience, but it’s far more helpful to look beyond numbers when determining how to connect with real people. Numbers don’t have needs and aspirations, they don’t have habits and daily routines. Numbers are impersonal. That’s why we take the time to build personas that represent target audience members and their day-to-day lives.
We research your industry. Taking time to get to know your industry, including its unique challenges and opportunities, enables us to prepare more meaningful strategies that align with your brand, goals, and audience.
We get to know your competitors and what they’re doing. Knowing your organization’s place in your industry’s “eco-system” gives you key insights that play an important role in planning and decision-making. Having a better picture of your competition and their place within your industry is just as important.
Once we know where to aim, we develop strategies that determine how we’ll position your brand to be relevant and connect with the right people. We help you put your organizational mission into words and help you determine the best way to describe and position your products and services.
Brand Positioning Strategy
Clearly outlining what you do and why you do it. A winning brand messaging strategy empowers your sales team, website, and marketing collateral to deliver a consistent and targeted way of explaining what your company offers and how it differs from competitor offerings. You know exactly what your company does, but we will help you succinctly explain your offering to your audience in a way that can be quickly communicated that also aligns with your brand persona.
Product Positioning Strategy
We help you optimize and develop product and service language. The way you define and describe your products and services has a significant impact on your customers’ perceived value. We focus on benefits instead of features and take care in outlining advantages over what the competition offers. We construct consistent and effective product/service descriptions for your sales team and front line staff to use when presenting your offerings.
Brand Persona & Tone Development
We develop brand characteristics that connect with your target audience. To make an impact with your audience, your brand needs to have the right personality. We develop brand personas that outline the correct tone and language style to be used across print and digital mediums, from your Facebook page to your printed catalogs.
Brand Story Development
We help you craft a candid story that explains your company and its roots. Many find talking about themselves and their journey to be difficult and awkward. We take a personal approach to help our clients tell their audience about their brand, starting with a conversation about how everything started. We take the details we’re told and write a story about your brand for you to review and help us finalize.
Mission, Vision, and Values
We help you communicate your brand’s purpose. We help our clients inspire their team and audiences by working with them to define a well-written mission statement and vision statement. Going a step further, we develop a list of brand values that remind each level of your organization the principles upon which your brand is founded.
Slogan & Tagline
We develop catchphrases that help with brand recall. While we take pride in developing positioning statements and product descriptions, the fun challenge is synthesizing all of your brand messaging into a short catchphrase that resonates with audiences and promotes quick brand recall.
We like to emphasize that our branding services incorporate more than logo design, but we, of course, love the part where we get to design them. When we approach logo design, we do so from the perspective that your logo should exist within a family that includes components such as your lockup logo, brandmark, wordmark, one-color logo, watermark logo, and an animated logo. We also take the time to save multiple file formats for each of your logos so you can quickly and freely use them once we’re done building your brand.
Primary Logo Design
We create modern and clean brand representations. We believe in clean and minimal logos. We work to define your brand’s primary logo (the lockup logo), as well as the individual pieces, known as the brandmark and wordmark logos.
One-Color Logo Design
We design a version of your logo more appropriate for single-color applications. Certain situations call for simplified versions of your logo, such as screen printing, embroidery, our other like applications. We develop a version of your logo that various vendors and other third-parties might find useful.
Watermark Logo Design
We design a version of your logo for marking your photos. Marking your company’s photography with your logo is a great way to label your photos and promote your brand. We develop special white versions of your lockup, wordmark, and brandmark logos, each with varying levels of opacity throughout their elements, making them the perfect watermarks with depth and layers.
Animated Logo Design
We design a truly moving version of your logo. Perfect for video production and a means to stop people momentarily from scrolling through their newsfeeds, animated logos are a fun way to personalize brands even further. We use the primary logo and determine fun ways to bring its elements to life with animation.
Multiple File Formats
For every version of your logo, we release vector and raster formats. No need to worry about not having the right file for a vendor or one of your departments, each logotype we create has accompanying file formats, including various raster formats (JPEG and PNG) and vector formats (AI, PDF, SVG, and EPS). Your animated logo will be made available in GIF, MP4, and MOV file formats.
When we focus on creating visual identities, we explore icons, color options, and fonts. We go a step further and develop a personalized brand book, which not only summarizes visual guidelines, such as your fonts and color codes, it also recaps your target audience and brand strategies. Having your brand book as a quick reference guide will help you and your team quickly implement your new branding.
We design icons that graphically communicate your product and service categories. Icons are great advertising tools that help differentiate and break up sections of text, enticing readers and potential customers not to look away. Studies have shown that too much text can subconsciously turn readers off, and they might not even give promotional materials a chance.
Typography, Color Palette, and Photographic Style
We define the details of your visual identity. Your brand’s visual identity is a collection of colors, typography, logos, icons, and more. When developing the visual elements for brands, we start by defining the details, such as the color codes and typefaces we use. Knowing these details, your team will be able to keep your brand’s appearance consistent, making it easier for your audience to recognize the brand with which they’ll fall in love.
Brand Book/Brand Style Guide
We clearly outline the details of your visual identity and brand messaging. Having a new brand strategy, visual identity, and a set of web standards means your organization will have a definitive collection of knowledge to refer to in order to maintain your new brand. To keep your branding consistent, we’ll compile a style guide that contains everything from your brand insights, such as audience and industry research, to details about your brand strategy and visual identity, including the color codes and typefaces we use to build your brand. We also include specific usage guidelines to ensure the best presentation of your brand.
Whether we’re crafting a new brand, website, or some other promotional tool, our process emphasizes research, brand consistency, and style, but to begin with, we like to offer a complimentary assessment to ensure we know exactly what we can help you with. During our initial assessment, we not only evaluate your current website and branding, but we also determine whether we’ll be a good fit for one another.
Below are the steps in our process that help us ensure a consistent and enjoyable experience. Click each step for more info.
During onboarding, we take a moment to learn more about your company and where you’re leading it. Along with collecting general account information, we’ll also create a brand profile for your company that details specific information such as color codes and typography associated with your brand.
2. Research & Strategy
Once we get to know one another and share our goals, we reserve time to research your industry so we can better understand its unique challenges and opportunities. We also take time to uncover details about your target audience, pinpointing age groups, gender, and buying habits. From there, we formulate a strategy to reach your target audience.
3. Design & Build
At this point, we are breaking your project down into various tasks and distributing the various jobs throughout our team. Once we have concepts ready for you to review, we’ll send you a questionnaire asking for your feedback.
4. Delivery & Launch
Once you and your team approve of your project, we’ll finalize all the necessary files and send them to you. We love Google Drive, an extremely useful cloud-based file storage and sharing platform. Many of the files we share are too large to email, so we will send you a link to freely download your project files.