I'm sure a lot of branding agencies have their own methods but for the most part we all align on the basics. Here are mine ...
First things first!
How in-depth a strategy session goes really depends on the client. Some businesses only require a brand refresh whereas other are completely starting from scratch or need a whole turn around.
See my other blog post about Refresh vs. Rebrand!
I have four basic stages of a rebranding and they are as follows ...
Initial Planning
I'm gonna have a LOT of questions during this part. This is where I really get to know the business.
What does your competition look like?
What is your current branding if you have any?
What do you not like about it?
Do you have a mission, vision or values?
What does your average customer look like?
Who is your target audience/your market?
Can we create personas based on your cliental?
Then the research begins. I take all this great info and I get to know your business and your customers so I can better plan and design for success.
From this, we create:
Mission, vision and values
Understanding of your market
Personas that drive future advertising campaigns
Build the Identity
The fun part!
Now that I know more about your business, your audience and the long term goals we've established together, I can design with confidence.
Here you get:
Logo
Typography
Color Scheme
Style Guide
Templates
Internal Launch
Getting everyone on board is a task in and of itself. Your internal business and employee culture is what drives your mission, vision and values.
It won't matter much if one of your company values is accountability and your staff is short on customer service. The only way your customers are going to really feel and appreciate your efforts is if they experience it during each and every encounter they have with you.
External Launch
Update the website!
Update the social!
Update everything and at the same time! You don't want a wonky brand reveal as if you're not sure of it. Come out loud and proud! Make sure EVERYONE knows that you are back and better than ever!
And when it comes to reoccurring customers, make sure you let them know ahead of time that there will be changes. The last thing you need is all this effort and then someone visits your page, not recognize it, and leave.
Communication is key!