How to define a sustainable brand and ensure flexibility for current and future needs?
Branding Process
The branding process is a systematic approach to building a firm's brand. The brand building process can be applied to either the build of a newly launched brand or the development of an existing brand.
Our Brand Process consists of five interrelated phases, each building upon the last:
1. Brand Discovery
2. Brand Define
3. Brand Direction
4. Brand Design
5. Brand Deliver
1. Brand Discovery
2. Brand Define
3. Brand Direction
4. Brand Design
5. Brand Deliver
Challenge
Building a distinctive brand is no easy feat. It's a complex journey that reaches beyond creating a slick logo and a catchy tagline. It requires time, investment, and above all, skills.
Today's customers have many choices.. They have hordes of brands competing for their attention. As a result, they're drawn to attractive, authentic, memorable brands that they can relate to on an emotional level. In an age of ever-growing competition, striking the right emotional bridge is key to standing out from the others. The most successful brands today are those that are distinct and those that build lasting relationships with their customers.
Here are six branding missteps that I have seen too many times. The branding process will help you overcome these challenges.
. Losing touch with brand touchpoints
. Lack of understanding of brand story
. Skipping steps and processes in order of priority
. Lack of an integrated brand image and message
. Creating products and services without a brand foundation
. Brand name, image and message are unrelated to brand values
Today's customers have many choices.. They have hordes of brands competing for their attention. As a result, they're drawn to attractive, authentic, memorable brands that they can relate to on an emotional level. In an age of ever-growing competition, striking the right emotional bridge is key to standing out from the others. The most successful brands today are those that are distinct and those that build lasting relationships with their customers.
Here are six branding missteps that I have seen too many times. The branding process will help you overcome these challenges.
. Losing touch with brand touchpoints
. Lack of understanding of brand story
. Skipping steps and processes in order of priority
. Lack of an integrated brand image and message
. Creating products and services without a brand foundation
. Brand name, image and message are unrelated to brand values
Solution
Our proven process is what sets us apart. Together in collaboration with our clients, we develop a five-step roadmap which forms the foundation of our 360-degree branding process. We believe every client is unique and there's no one-size-fits-all brand roadmap, so your branding should be too. We'll walk with you, side-by-side, to help you find your dream brand, communicate your passion and realise your vision.
Our aim is to create brands that are clear in their message, captivating in their image, and unique in their USP. This will enable them to position themselves in the market and stand out from their competitors.
Our Brand Process consists of five interrelated phases, each building upon the last:
1. Brand Discovery
2. Brand Define
3. Brand Direction
4. Brand Design
5. Brand Deliver
Our aim is to create brands that are clear in their message, captivating in their image, and unique in their USP. This will enable them to position themselves in the market and stand out from their competitors.
Our Brand Process consists of five interrelated phases, each building upon the last:
1. Brand Discovery
2. Brand Define
3. Brand Direction
4. Brand Design
5. Brand Deliver
1. Brand Discovery
In brand discovery we use a sprint workshop to extract your brand's essence, market, and competitors. We start by learning everything about your brand, identifying your brand's scope, and vision and establishing its foundations.
Deliverables:
· Brand Workshop Read more..
· Brand Audit Read more...
· Brand Analysis
· Market Analysis
· Competitors Analysis
2. Brand Definition
We define your brand's vision, mission and values. We work through specific exercises to define core elements, building a complete image and message of the character you want and you need.
Deliverables:
· Brand Name and Message Read more...
· Brand Storytelling
· Brand Personality
· Brand Vision, Mission, and Values
. Service and Product Definition
3. Brand Direction
We know where your brand is now! This is necessary but not sufficient. Now we need to know where we want to be, and how? This phase includes a full strategic roadmap, and specific outputs like target audiences, brand architecture, brand positioning, and brand touchpoints & audiences.
Together, we build a brand that both you and your customers will be proud to have.
Deliverables:
· Brand Target
· Brand Roadmap
· Brand Positioning Read more...
· Brand Architecture Read more...
· Brand Touchpoints and Audiences
4. Brand Design
Now that we know who you are, where you're heading, and who you're talking to, it's time to put it all to work. We'll get into the world of visuals with you, building a style that matches your ambitions and commercial goals while connecting seamlessly with your audience.
This is the part our clients love, with exciting logos, color palettes, typography, stylescapes, and photography. It's where your brand vision comes to life as a business.
Deliverables:
. Brand Identity Read more...
· Brand Book/Brand Style Guide Read more...
. Brand Toolkit
Visual brand identity:
Logo Design System
Typeface/Typography/Font
Color Palette
Pattern/Style
Layout/Composition/Imagery
5. Brand Deliver
The last step is getting your brand out into the world. We work together to apply the chosen image and messaging to your marketing channels, brand campaigns, and audience touch-points. No matter what industry or sector you are in, we have the experience to help launch brands from concept to execution.
Whether you're in the luxury goods, food industry, or anything in between, a memorable, tailor-made brand is what makes you stand out.
Deliverables:
· Brand Launch/Implementation
· Brand Management (Brand KPI, ROA, P&L, etc.)
· Brand Campaign
· Annual Performance Audit
In brand discovery we use a sprint workshop to extract your brand's essence, market, and competitors. We start by learning everything about your brand, identifying your brand's scope, and vision and establishing its foundations.
Deliverables:
· Brand Workshop Read more..
· Brand Audit Read more...
· Brand Analysis
· Market Analysis
· Competitors Analysis
2. Brand Definition
We define your brand's vision, mission and values. We work through specific exercises to define core elements, building a complete image and message of the character you want and you need.
Deliverables:
· Brand Name and Message Read more...
· Brand Storytelling
· Brand Personality
· Brand Vision, Mission, and Values
. Service and Product Definition
3. Brand Direction
We know where your brand is now! This is necessary but not sufficient. Now we need to know where we want to be, and how? This phase includes a full strategic roadmap, and specific outputs like target audiences, brand architecture, brand positioning, and brand touchpoints & audiences.
Together, we build a brand that both you and your customers will be proud to have.
Deliverables:
· Brand Target
· Brand Roadmap
· Brand Positioning Read more...
· Brand Architecture Read more...
· Brand Touchpoints and Audiences
4. Brand Design
Now that we know who you are, where you're heading, and who you're talking to, it's time to put it all to work. We'll get into the world of visuals with you, building a style that matches your ambitions and commercial goals while connecting seamlessly with your audience.
This is the part our clients love, with exciting logos, color palettes, typography, stylescapes, and photography. It's where your brand vision comes to life as a business.
Deliverables:
. Brand Identity Read more...
· Brand Book/Brand Style Guide Read more...
. Brand Toolkit
Visual brand identity:
Logo Design System
Typeface/Typography/Font
Color Palette
Pattern/Style
Layout/Composition/Imagery
5. Brand Deliver
The last step is getting your brand out into the world. We work together to apply the chosen image and messaging to your marketing channels, brand campaigns, and audience touch-points. No matter what industry or sector you are in, we have the experience to help launch brands from concept to execution.
Whether you're in the luxury goods, food industry, or anything in between, a memorable, tailor-made brand is what makes you stand out.
Deliverables:
· Brand Launch/Implementation
· Brand Management (Brand KPI, ROA, P&L, etc.)
· Brand Campaign
· Annual Performance Audit
Case Study
Palmellato
Italian leather history goes way back to the year thousand when the Saracens brought the use of leather to Sicily. Through the years, its craftsmanship evolved and spread all over the country, and Italy became one of the world's leading players in the production of leatherwear. A merit that still stands today.
In 1282, the Arte dei Cuoiai (Leather Workers Guild) was born. It was one of many professional guilds in Florence (others were present in developed cities like London), secular institutions that protected trade secrets and enforced strict quality standards. This ensured the city's leather industry remained highly competitive on the international stage. To this day, dotted along the banks of the River Arno from Florence to Pisa, esteemed leather artisans continue to operate.
At the beginning of the 20th century, a selection of now leading fashion houses began their commercial lives as leather goods stores, including Prada (1913), Gucci (1921) and Ferragamo (1927).
As is the case with most inventions in the fashion world, Palmellato leather originated in Italy where it was allegedly first used by Mario Prada (founder and original designer of the fashion label Prada).
While there is evidence that this type of leather was invented before Mario Prada, he patented and commercialized it, and has used it in many of the company's most successful high-fashion goods, such as bags, ever since.
Even though the leather was used exclusively by Prada for decades, once the patent expired, other brands started using Saffiano and Palmellato leather and name as well; and it found its way into the bag, wallet, and belt collections of many labels like Armani, Boss, Bvlgari, Coach, Chanel, Gucci, Hermes, Longchamp, Louis Vuitton, and Michael Kors.
Whether you choose this brand for fashion house, accessories or leather goods, its seductive, luxurious, memorable and melodious Italian name is always reminds a luxury product.
Italian leather history goes way back to the year thousand when the Saracens brought the use of leather to Sicily. Through the years, its craftsmanship evolved and spread all over the country, and Italy became one of the world's leading players in the production of leatherwear. A merit that still stands today.
In 1282, the Arte dei Cuoiai (Leather Workers Guild) was born. It was one of many professional guilds in Florence (others were present in developed cities like London), secular institutions that protected trade secrets and enforced strict quality standards. This ensured the city's leather industry remained highly competitive on the international stage. To this day, dotted along the banks of the River Arno from Florence to Pisa, esteemed leather artisans continue to operate.
At the beginning of the 20th century, a selection of now leading fashion houses began their commercial lives as leather goods stores, including Prada (1913), Gucci (1921) and Ferragamo (1927).
As is the case with most inventions in the fashion world, Palmellato leather originated in Italy where it was allegedly first used by Mario Prada (founder and original designer of the fashion label Prada).
While there is evidence that this type of leather was invented before Mario Prada, he patented and commercialized it, and has used it in many of the company's most successful high-fashion goods, such as bags, ever since.
Even though the leather was used exclusively by Prada for decades, once the patent expired, other brands started using Saffiano and Palmellato leather and name as well; and it found its way into the bag, wallet, and belt collections of many labels like Armani, Boss, Bvlgari, Coach, Chanel, Gucci, Hermes, Longchamp, Louis Vuitton, and Michael Kors.
Whether you choose this brand for fashion house, accessories or leather goods, its seductive, luxurious, memorable and melodious Italian name is always reminds a luxury product.
FAQ
Here is an overview of the most frequently asked questions about branding process.
The branding process is a systematic approach to building a firm's brand. The brand building process can be applied to either the build of a newly launched brand or the development of an existing brand.
Architects build buildings from the ground up. The brand process helps you build your brand in order of priority from the foundation, not the fifth floor!
An integrated branding process with a better understanding of your company/brand, market, customers and competitors can create a distinctive brand.
Below are just a few examples of the benefits of an integrated branding process:
Create a unified image and message.
Better understanding of the brand story.
Creating products or services related to the brand base.
Integrated image transmission of brand image and message at all brand touchpoints.
Creating a unified look and feel for the name, image and message of the brand with brand values.
Maintaining a consistent and integrated brand look & feel for all visual communications across multiple/all touchpoints.
Below are just a few examples of the benefits of an integrated branding process:
Create a unified image and message.
Better understanding of the brand story.
Creating products or services related to the brand base.
Integrated image transmission of brand image and message at all brand touchpoints.
Creating a unified look and feel for the name, image and message of the brand with brand values.
Maintaining a consistent and integrated brand look & feel for all visual communications across multiple/all touchpoints.
As you know, there is no one-size-fits-all branding process. The time required for the branding process will depend on the size, stage and needs of the company.
The average of a full branding process takes 6 to 12 months to complete from beginning to end. That timeframe includes brand discovery (brand audit, upfront research and analysis, name conceptualization and trademark approval), brand strategy (brand architecture and positioning), brand identity design, and brand growth (implementation of a thoughtful engagement campaign and then the launch).
This time can be less for SME, and longer for a large enterprise.
The average of a full branding process takes 6 to 12 months to complete from beginning to end. That timeframe includes brand discovery (brand audit, upfront research and analysis, name conceptualization and trademark approval), brand strategy (brand architecture and positioning), brand identity design, and brand growth (implementation of a thoughtful engagement campaign and then the launch).
This time can be less for SME, and longer for a large enterprise.
When we talk about branding, pricing comes in a wide range depending on your company's size, stage, needs and the expertise of the design consultant/agency. As you know, the process starts with a brand workshop (starting from € 3,500), and for example in the case of corporate design, costs can range anywhere from € 10,000 for a standalone logo to € 1,000,000 for a complex brand strategy, brand identity system, and brand architecture with multiple brands. (Sometimes only the price of a premium domain has a number in the 6 or 7 range).
The Alliance of German Designers has drawn up an agreement that provides guidelines for companies and designers in the calculation of services. The Design Compensation Agreement (VTV DESIGN) of the AGD sets an hourly rate of 105 € (net) per hour for conceptual and operational design, and 120 € (net) for strategic design services. Accordingly, the following values can be considered.
Brand Audit: from € 1,500
Brand Story: from € 5,000
Brand Strategy: from € 15,000
Brand Naming: from € 10,000
Corporate Design: from €15,000
During the branding process, costs should be listed transparently in the offer. In addition, it should be clear which services are going to be provided in what timeframe. Therefore, we think a fixed-price service would be better than an hourly wage, since it is based on results, not hours worked. You can explore the service price in the FAQ section of each service/solution page. If you need more detailed information, please contact us.
The Alliance of German Designers has drawn up an agreement that provides guidelines for companies and designers in the calculation of services. The Design Compensation Agreement (VTV DESIGN) of the AGD sets an hourly rate of 105 € (net) per hour for conceptual and operational design, and 120 € (net) for strategic design services. Accordingly, the following values can be considered.
Brand Audit: from € 1,500
Brand Story: from € 5,000
Brand Strategy: from € 15,000
Brand Naming: from € 10,000
Corporate Design: from €15,000
During the branding process, costs should be listed transparently in the offer. In addition, it should be clear which services are going to be provided in what timeframe. Therefore, we think a fixed-price service would be better than an hourly wage, since it is based on results, not hours worked. You can explore the service price in the FAQ section of each service/solution page. If you need more detailed information, please contact us.
1. Please fill out the contact form below.
You can provide us with a few keywords that describe the brand topics you need support with.
2. Free initial consultation
During a 20 minute call or video conference, we will first discuss and clarify your brand's goals values, and vision. This will enable us to better understand your brand and your brand needs.
3. Brand proposal
We review and analyze the challenges, opportunities, and solutions of your brand. Based on your brand needs, we will provide a detailed proposal as to how our branding process can assist your brand. This proposal includes an initial brand scope, a time line, and an estimate of costs.
4. Kick-off
After approval, the next step is a face-to-face decision-level meeting, or a brand workshop if you prefer. You will discover your brand's long-term, mid-term, and short-term roadmap during a brand workshop.
You can provide us with a few keywords that describe the brand topics you need support with.
2. Free initial consultation
During a 20 minute call or video conference, we will first discuss and clarify your brand's goals values, and vision. This will enable us to better understand your brand and your brand needs.
3. Brand proposal
We review and analyze the challenges, opportunities, and solutions of your brand. Based on your brand needs, we will provide a detailed proposal as to how our branding process can assist your brand. This proposal includes an initial brand scope, a time line, and an estimate of costs.
4. Kick-off
After approval, the next step is a face-to-face decision-level meeting, or a brand workshop if you prefer. You will discover your brand's long-term, mid-term, and short-term roadmap during a brand workshop.
Let's talk about your brand
How can a brand process help you build a better brand?
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
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