The common process within the branding industry generally includes four phases; Phase 1: Brand Discovery and Strategy, 2: Brand Ideation and Creative Development, 3: Brand System Extension and Implementation, and 4: Brand Launch and Marketing. With over two decades experience of guiding clients through this process, we have experienced the effectiveness and results of taking this established and disciplined approach to branding.
Phase 1: Brand Discovery & Strategy – The BrandStorm™ Process
While our process is consistent with branding best practices, we have intentionally and uniquely enhanced the brand discovery phase, which we call “The BrandStorm Process™”. It begins with a dynamic, interactive discovery process in which you share insights into your industry and your organization, involving key members of your team to participate in a collaborative work session. It’s an intensive and focused time in which you strategize and dream together of the possibilites and potential of your brand.
Standard industry practice is for a brand consultant to interview individuals within the company being served in isolation from their colleagues. We have experienced that by bringing teams together through a collaborative, rather than a “siloed” approach, is much more effective in building clarity and unity.
The BrandStorm Process™ also enables your ideas to clearly impact and inspire the ideation phase, culminating in a true sense of ownership for your team of the outcome of your brand.
Phase 2: Brand Ideation & Creative Development
Using what was learned from the discovery phase and The BrandStorm Process™, we then begin ideation and creative exploration to develop alternatives that will convey your brand clearly, concisely and compellingly. These concepts pass through a series of internal critiques before we narrow down to the most compelling options. We then present the alternatives in the context of a collaborative work session, and with your input, modifiy and refine the ideation alternatives to perfection.
Phase 3: Brand Extension & Implementation
This phase extends the finalized solution from the brand ideation phase and extends the elements to various communication and marketing components based on your needs. This often includes the creation of a brand identity style guide to help you manage and protect your brand moving forward.
Phase 4: Brand Launch & Marketing
Launching your new brand provides a strategic opportunity to further engage your employees and various internal stakeholders, along with introducing it to the outside marketplace with maximum impact. We often assists clients through roll-out presentations and on-going marketing.