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The Inner Workings of a New Brand Identity

 

Branding is about so much more than just a logo. A strong brand provides a visual identity for your company and brings life to the value that you have to offer your customer. Yes, a brand’s visual identity includes specific colours, fonts and graphics, but these are part of a larger picture to support your brand’s personality and messaging.

 

 

 

What makes up a brand identity?

  • Clear brand purpose and positioning
  • Thorough market research
  • Likeable brand personality
  • Memorable name & logo
  • Attractive colour palette
  • On-brand typography
  • Supporting graphics
  • Proper messaging

 

How a BottomLine rebrand takes shape

 

Step 1 – Branding homework questionnaire

Here, we ask our clients prompting questions to help everyone involved get clear on WHY we’re rebranding in the first place. Questions about the brand’s audience, market position, and what’s working (and what’s not) for the current brand all helps us narrow the scope.

Step 2 – Official Kick-off Meeting

With more background info in our back pocket, we dive into our official kick-off call with clients where we uncover even more insights that will help us intentionally craft a brand that will resonate. Some aspects covered include: 

  • Research highlights 
    • Industry
    • Competitors
    • Key demographics
    • Stats & data
  • Brand purpose (current and new)
  • Target audience
  • Brand personality, message, tone
  • Visual identity aspects
    • Colours, typography, brand
    • Graphics
  • Naming

Step 3 – Develop Creative Brief

One of the most important things you can do when undertaking a rebrand is to create a detailed creative brief. A creative brief will outline how the visual identity elements need to be designed in order to fit with our new brand strategy. 

Step 4 – Design Concepts

Creative brief in hand, our team of strategists, copywriters, and designers develop a complete brand identity including elements such as colours, typography, logos, graphics, and messaging.

Step 5 – Refine

As with anything creative, a rebrand is an iterative process; we go through a few rounds of review within our internal team before collaborating with our clients for the final review stages. 

Step 6 – Finalization

Once our clients are happy, so are we! New brand identity in hand, we help our clients introduce the brand’s new persona to the world.  

Yes, rebranding is fun – but it can also be daunting, especially before you dive in. Taking each phase as it comes is important – not only does it help with overwhelm, but it ensures that the new brand really lands with your audience. 

 

If your company’s brand is in serious need of an overhaul, connect with us! We’ll walk you through a free brainstorming session to see what a rebrand strategy could look like for you.