I have a tried and trusted recommended process which I follow each time (and upon which I base my fee proposals, according to your needs). For smaller–scale projects some of the detail of the phases may not be necessary, but the overall principles here create a strong project framework. (Having said that, there are few short–cuts to creating and managing a full–blown brand programme properly.)
As far as I am concerned, there are two ways to do things – properly, or not at all.
Below is a summary of the stages:
1. Context and essence
Brief creation, research, brand strategy, vision, mission, values and attributes, positioning, driver/design platform, brand universe, context and brand definition
Name creation, concept design, concept development, verbal and visual vocabularies, workshops, brand architecture, tone of voice and messaging
Application of the brand to all its relevant touchpoints, printed and digital and environmental, including guidelines, documentation and templates
4. Internal communications
and internal launch
Living the brand programmes, internal launch programme, intranet and internal communications, brand advocates and brand champions programmes
5. External communications
and external launch
External communications planning, launch collateral and launch planning
Brand guidelines, brand books, brand values communications
7. Maintenance and monitoring
Ongoing brand management, development and stewardship, including liaison with internal teams.
“Michael is a highly experienced practitioner of the graphic arts, able to see and understand the broadest possible scope and implications of what a brand is – and how it should manifest itself at all points of its interface with its target audience.
His work is skilled and his solutions elegant. Better still, he is a true enthusiast and has an infectious energy in all that he undertakes. Michael is also a real team player and makes everyone in a team feel good about their particular skills and points of view and what they can bring to the table.”
Caroline Collett PR
Guidelines – in their many guises – are an essential part of the branding process. They need to be produced for – and tailored to – specific audiences, to communicate the understanding (and where appropriate, the mechanics) of the brand. There is no point in wrapping them up in technospeak or marketing jargon, as they will inevitably be left on the shelf. A miscommunicated brand is one that will die very quickly and all the investment in it wasted.