The Brand Purpose

Defining a Brand

Defining your brand requires knowing who you are as a company, and also knowing who your customers are.

To determine who you are a company, you will need to outline your goals and what sets you apart from your competitors. A list of values and your companies value proposition will also help you. Your values should drive decision making despite the circumstance. By understanding your values and your goals then you can begin to outline what character traits you would expect to see of your business based on these values. Begin asking questions to determine what traits fit your culture best and make sure that it aligns with what your customer expects. Some questions to get you thinking about this would be:

Developing your brand is an important element of today's market place. Unfortunately, there is a lot of bad information out there about Branding and this often leads to confusion. So make sure that you're learning from a reliable source.

Brand Styling

When constructed properly, a style guide will help staff members, vendors, and contractors to present elements of the brand in a way that supports the values and objectives of the company.  

Do you think that branding and Brand guides are only for large companies? Not so, in fact, a business without a brand strategy and a style guide will often stumble around trying to figure out who they are, whereas with a brand strategy and style guide, a business is simply enforcing its brand consistently.  

Let me rephrase that... A business without a style guide is still trying to figure out who they are.
BUT.... A business with a style guide is consistently enforcing their brand.

The latter exudes confidence, after all you don't enforce something that you don't believe in.

Branding Questions

So what are brand guidelines?

Brand Guidelines are a set of guidelines that specifies the standards of a business or brand. This style guide should detail how a brand should present itself in terms of style, design, behavior, and language.

How can brand guidelines help a new business?

What is the process for creating a brand strategy and a style guide?

The process to construct a brand strategy and a style guide is not an exact science, and therefore, the process will vary from creator to creator. Yet, at the end of the process the business should be in possession of a set of guidelines that will set the stage for their brand. With all the brand assets and elements combined under the same cover, you've made a giant step toward securing a memorable brand.

My process for brand strategy, brand development, website design, and even creating content always begins with a discovery session.

How long does the discovery process take?

The discovery phase is where the designer or creator gets to know the client, and find out all that they can about the business, its customers, and the goals of the project. The time taken for discovery is dependent upon many factors and is essential to the success of both brand and web development projects. Therefore, the timeline for discovery could take a couple of days or in some cases up to two weeks.

Is there a deliverable for the discovery phase of a design project?

Most designers do not offer a deliverable for discovery, and this can cause problems for the creator. Many clients push to eliminate or minimize this portion of the project because they don't understand, nor can they see the value of the design team conducting research about their business, industry, and customers. Yet, it's the most important section of the entire process and skipping it will inevitably lead to a website that doesn't live up to their expectations.

Other designers, myself included, will incorporate a mood board into the project, which can act as a deliverable if you choose to share it with the client. This has served me well on most projects and it allows for that one last conversation to flush out any possible hidden details before the design work begins. .

What is the process for creating a brand strategy and a style guide?

The process to construct a brand strategy and a style guide is not an exact science, and therefore, the process will vary from creator to creator. Yet, at the end of the process the business should be in possession of a set of guidelines that will set the stage for their brand. With all the brand assets and elements combined under the same cover, you've made a giant step toward securing a memorable brand.

What is stopping you from scheduling a Brand Development Consultation Session? Let us help you to develop the brand profile that will resonate with your customers. Call us or click on the link to go to our contact page form.

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