So, you’re thinking of rebranding? Or branding something new from scratch? Good for you – there’s nothing we love more than brands that go out of their way to portray themselves in an interesting and unique light.
But before you start scribbling down new logo ideas, there are a number of things that we think are worth considering. Firstly, and yes we know there’s a lot of info out there on this, but it’s important to remind yourself what exactly a ‘brand’ is.
This is also important when speaking to an agency, but clarifying exactly what you’re after – either a new brand identity or a new brand – can be crucial in your planning, not to mention costs and timings. A ‘brand identity’ typically includes a logo and other graphical devices, along with fonts and colours. But this alone doesn’t make a brand.
A ‘brand’ includes all of the above plus so many other elements, which help your customers form an opinion of your organisation. Things such as images, feelings, products, words, sounds, smells, events, people and places, can all make up a brand too.
With the above definitions in mind, once you’ve clarified what you want to do with your brand, it’s time to think about where to start. Try these steps on for size:
After completing these first few steps, you should have plenty of information to brief in your internal comms department or external agency on the job ahead of them. Of course, here at NWO we specialise in branding projects, so get in touch with us today to see how we can get involved.