Branding Process — Brand Launch
Through this series of posts I will attempt to de-myth the branding process by explaining our approach and process in depth.
Overview
Brand Strategy
Visual Identity
Brand Launch
Within the strategy phase, we have discovered which values we need to translate to the consumer. During the visual identity phase, we designed the vessel that will hold these value(s) and communicate them long into the future.
Fundamentally, there are two key threads to consider from the strategy phase to keep in mind when launching a brand. Consumer and corporate value.
1. Consumer value
The product or service offered must be of a quality, not to say it must be high-end, but it must have a uniqueness to it that customers can value.
Examples of consumer values:
Quality of material and manufacture — Rolex, Mercedes
Reliability — Toyota, Audi
Convenience — Subway, Tesco Express,
Value for money — H&M, Lidl
2. Corporate value
Why does the business exist beyond just making a profit? What is their ‘reason for being’.
Examples of corporate mission statements / ‘reason for being’:
Environmental — Patagonia - “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
Product quality — Apple - “Committed to bringing the best user experience to its customers through its innovative hardware, software, and services.”
Emotional — Nike - “To bring inspiration and innovation to every athlete in the world.”
Brand Launch
When launching the brand, these two values should be communicated consistently from the beginning with a long term view so equity can grow within consumers. A long term view of this is fundamental.
Brand touchpoints should be unified to communicate these values, across social, digital and print, anywhere the brand exists.
When rebranding an organisation, the most important rule to consider is not to damage exisiting brand equity. A direct to consumer email is the best way to communicate the reasons behind the rebrand, and the design choice reasoning lets the consumer feel some ownership of the new identity.
The following of the brand will grow alongside the equity the brand holds within their consumers. The brand must stay honest to their mission, producing products which have consistent intrinsic consumer values.
My role is to create a vessel that, over time can hold and translate these values consistently.
About BrandWerks —
BrandWerks is a design resource company focused on advancing the practice of brand strategy.
We know that brand strategy can be a difficult beast to master. We create brand strategy templates and resources that help designers, agencies, and brand strategists master brand strategy.
Our tools are actionable and fully customizable and founded in a commercial approach that helps guide you and your clients through the process.