To help strengthen an organization’s corporate identity and marketing communications, I offer a stand alone BRANDING WORKSHOP. (This is the same as the “Branding” portion in my Website Workshop).
The intent of this workshop is to lay a solid foundation and create a grid on which the visuals for a business’ brand identity will be built.
This foundation helps ensure that there is an appropriate balance, consistency, and uniformity wherever the company’s message is broadcast and shared.
To achieve this, we work through a foundational 10-page “Branding Worksheet” that addresses three important areas of branding:
During the Brand Strategy & Identity portion of the workshop, we will work through approximately 30 questions that will help you:
- Draft or refine your organization’s mission/vision statements to establish the overall purpose and direction for the organization
- Identify your market/target audience:
• Who are you hoping to serve?
- Separate yourself from your competition:
• How are you different within your industry?
- Clarify your intent:
• How will you determine whether or not you are succeeding?
- Summarize the essence of your business in 6 words or less (i.e., a tagline).
Key graphic elements for a brand’s identity are color, typeface(s), and imagery. These typeface(s), shapes and/or forms of the logo, and color palette set the framework for an organization’s entire visual communication.
If you don’t already have these things identified for your organization, we will spend time to make sure that we do identify them or create them before moving on to any asset creation.
During the Style Guide portion of the workshop, we will:
- Complete a 4-page “Style Guide” worksheet that will identify and record your organization’s aesthetics, personality, logo, fonts, and colors.
Many people view logos as the “tip of the spear” in the overall branding of a company. Tip of the spear or not, they are incredibly important when introducing and communicating your brand identity to the general public.
Together, you and I will take time to revisit your logo to see if it is representative of your brand and responsive to the many different platforms typical for logo placement. If it is, then we’ll leave it alone. It isn’t, then we’ll fix it. If you don’t already have a logo, then we will make one.
During the Logo Revision or Creation portion of the workshop, I will:
- Vectorize or touch up your current logo (if applicable)
– OR –
- Draft new logo concept sketches
- Provide revision rounds
- Deliver a final logo design to you in whatever format you need
Covering these three areas can help define a clear tone and direction for the marketing content that will be responsible for communicating your message to your audience and helping with converting leads into customers or supporters.
Also, because these three areas are so tightly interconnected, I do not break them apart into separate projects. I consider a brand identity without a style guide and a logo just as ineffective as a logo without a brand identity or a corresponding style guide. So for brand creation or revitalization projects, I always recommend addressing all three areas at the same time.
WHY IT MATTERS
“If one does not know to which port one is sailing, no wind is favorable.”
– Lucius Annaeus Seneca
To succeed with any kind of advertising or marketing campaign, business owners and managers first need to determine where they want to go and then develop a plan for how they’re going to to get there.
So having a solid brand strategy and assets solidified before creating marketing assets (e.g. websites, blogs, social media pages, brochures, business cards, etc.) is immensely beneficial.
When a company can define in certain terms who they are and what they’re trying to accomplish, then they will be able to much more easily communicate their unique value throughout their entire transmedia program.