Branding


The branding of a company is the first image to greet a patron. The common misconception that often pervades the mind is that a company’s logo is the same as their brand. While this concept is not without merits it does not provide an complete picture of what branding entails. A company’s logo is a major component of their brand but branding conveys far more extensive perspective into a company and their goals. It also brings about an element that is intangible–feelings. A fortuitous brand will evoke a response from the viewer which could be a memory, a desire, an affinity for the product and/or services that are provided.

It is this unique execution of an intangible mix of feelings within a design and its functionality in keeping with the business’s goals that create a challenge for both the client and the designer which can only be fulfilled through team work.

Branding Process:

01- BRAND ANALYSIS

Examination of your existing brand through an analysis of your customers, competitors, current branded materials and touch points.

02 – BRAND STRATEGY

Identification and development of your brand promise, personality, and position. Identifying your market position, unique selling position (USP), and value proposition.

03 – CONCEPTUAL EXPLORATION

Development of the verbal and visual elements of your brand system including the name, descriptors, taglines, copy, logo, white space, acceptable & unacceptable uses and variations.

04 – CREATIVE EXPRESSION

Development of digital elements (websites, social media), stationary print files (letterhead, CD, reports), office template, presentations, and video graphics.

05 – BRAND MANAGEMENT

Establishment of guidelines including style guides, color, image styles, application for advertising, signage & vehicle graphics

Copyright © 2017 Alice Pettey Branding & Strategic Design, LLC