New Brand Identity Creation

In cases of a client needing a new brand identity, or brand design, I currently use the time-tested method from Alina Wheeler's Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. Don't try this at home folks, you need an experienced graphic design professional to act as an independent unbiased craftsman. You have the vision in mind, the designer helps you to manifest and communicate that vision. Alina is great, we met in Dallas, TX at the "Big Brand Theory" brand identity seminar where she was the keynote speaker.

Here is an overview of the brand identity creation process:
(as paraphrased from Alina Wheeler)

1) Research and Analysis
Create a core team, define members, and
Communicate project kick-off, purpose, and team to rest of company
Clarify the vision, strategies, and goals of the leadership
Research stakeholders’ needs and perceptions
Interview key management
Evaluate existing brands and competitive landscape

2) Brand Strategy
Clarify brand strategy
Create brand attributes
Create a naming strategy
(even if name not changing, evaluate sub-brands)

3) Design Concept
Visualize the future
Design brand identity (not the only step in the process)
Examine applicability
Present visual strategy

4) Brand Expressions
Finalize identity solution
Initiate trademark protection
Prioritize and design applications (websites, cards, letterhead, vehicles, etc.)
Design identity program
Build synergy around new brand
Develop launch strategy and plan
Launch internally first
Launch brand externally
Develop standards and guidelines
Nurture brand champions
Support the legacy
Monitor brand quality and performance

How long will it take?

Time factors involved with creating a new brand identity include: the size of the organization complexity of business number of markets served, type of market (global, national, regional, local), nature of the specific problem, research required, legal requirements, decision-making process, number of decision makers, and number of brand applications.

So you might be looking at a weekly meeting, for 6-8 weeks from kickoff, for a core team of 3-5 people. When there external factors involved, each missed meeting could set you back as much as another week.

For example, if there is a truck convention, and Mack Truck is releasing its latest sub-brand, the marketing materials and the trade show booth will have production time built in, on it's own parallel timeline. If everyone on the core team is not aware the status of all brand manifestations, you increase risks.

Three weeks to three months?

There are no shortcuts to this process, developing an effective and sustainable brand takes time. There are no instant answers, and a commitment to a responsible process is imperative -follow through a must. When a new brand is created, it will be easier for salespeople to sell, customers to buy, and for the company’s brand to build equity.

A brand, or a company’s reputation, is considered to be one of the most valuable company assets. Future success is dependant on building public awareness, preserving reputations, and upholding values. A strong brand identity will help build brand equity through increased recognition, awareness and customer loyalty, which in turn helps make a company more successful.
 


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