Our 3 Step Branding Process
CRISPx follows a comprehensive process that builds a brand from the ground up into something that is meaningful and substantial. How do we do it? By following three simple steps.
1. Discovery
In the discovery phase, we take an objective look at your industry, your target customer, and your current brand. In the discovery phase, we strive to understand your brand’s positioning relative to other companies in the market. What is the image that your brand is projecting at the current moment and does this image align with stakeholder expectations? If it’s a new brand, we might ask, how do you want your brand to be perceived by your potential customers?
Discovery can take place in a number of ways including:
- Stakeholder interviews
- Brand audit
- Market research
- Competitive analysis
- Persona/audience development
- Customer journey map
- Empathy map
Once we have gathered all the relevant information in the discovery phase, we move on to the next step: Identity.
2. Identity
During the identity phase, we take the information and research that we have obtained from the discovery phase and start to mold the ideas into a core identity for the brand.
The core identity process begins defining the brand vision, mission and values. Once these fundamentals are identified, we move on to defining a brand positioning statement, an articulation of what differentiates your company in the marketplace.
What is your company doing that is different and unique?
At CRISPx, we like to use this format as a base for starting out the brand positioning:
Our (OFFERING) is the only (CATEGORY) that (BENEFIT).
To use CRISPx as an example, our brand positioning statement would look something like this:
“CRISPx is a data-driven, tech-focused, creative agency that builds brands”
The brand vision, mission, values, and positioning statement provide a basis for breathing life into other essential facets of a brand identity, including but not limited to tagline, brand story, and value proposition.
3. Execution
In the final stage of our brand-building process, we start to build the verbal and visual identity based on the core identity established. This includes narrowing down specific words that highlight your brand’s personality, goals, and values.
The visual execution always begins with a logo design. The logo represents your brand and is often the first thing that a person sees when encountering your brand. We design logos that deliver powerful imagery but also communicate your brand’s message.
Additional visual execution of your brand include:
- Colors
- Typography
- Iconography
- Photography
- Graphic elements
- Design system
- Illustration
- Interactive elements
- Motion graphics
- Video
- Web design
The culmination of this final execution phase is the delivery of your brand guidelines. Brand guidelines serve as a playbook for how to use your brand, specifically in the content and communication you create.
