What is the branding process?
The branding process involves a sequence of carefully structured activities aimed at establishing a business's value system and communication framework, ultimately creating a unified brand identity.
The value system motivates the organization's members, encompassing their collective vision for the company and the principles they uphold and convey to the audience. The communication framework consists of the language, tone, and visual symbols the organization employs to express these values.
A integrated branding process typically includes stages of research, strategy, and design, followed by an implementation or execution phase.
You might encounter terms like immersion in place of research, or planning instead of strategy. While these terms may vary in mystique, they refer to activities that essentially aim to achieve the same outcomes.
01. Research
The research phase involves gathering and analyzing information to understand your business, industry, competitors, target audience, and existing branding and design. This stage typically includes comprehensive desk and field research, such as interviews where your branding partner listens to your business challenges and aligns with your vision.
02. Strategy
Based on the research findings, the strategy phase focuses on consolidating your values, business aspirations, and vision for the future. This stage defines the tone of your communication and serves as a rallying point for your team in terms of brand values and business direction.
03. Design
The design phase translates brand values into practical solutions, such as a memorable and meaningful visual brand identity. While its main role is to create the visual identity, design thinking can also improve various aspects of your business, including services, products, and workflows.
04. Implementation
During the implementation phase, your new brand identity is introduced to the world. This begins with planning the roll-out, determining how and when different aspects of your brand will be launched across various channels. The implementation can range from a few business cards to a website or a series of product videos, and its duration can vary from a quick launch to several months, depending on your business circumstances.
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