Thursday, July 03, 2008
Brand Identity Process
Before I start designing a website or even a logo, I always start to approach it as a brand identity process no matter how small the project. If you work with large blue chip clients, more often than not they already have brand identity guidelines, which is fantastic and makes the process a lot easier with with rules and regulations in place.
However if brand identity fails to appear, I just start to make one. I find it makes the design process so much easier.
The way I approach this is to ask questions in the form of a ‘Discovering the Brand Identity’ document. this consists of:
- Brand keywords
- Brand values
- Brand history/knowledge
- Brand goals
- Brand symmetry
- Social responsibility
- Target demographic
- Brand in the marketplace
- Competitors
- Understand the brand’s customers/clients
- Visual exploration
- Reference material
Once you have the answers to all these questions you have a great reference and starting point to start the design process.