When the client is a good one, branding projects are among my favorites. That’s a heavy qualifier, but when it works, you get to have a remarkable set of conversations distilling the nature of the organization, its raison d'être and its strategic objectives — and turning those abstractions into a set of concrete visual and conceptual expressions.
Logo & Basics
Small businesses can benefit from serious branding efforts, though that can be hard to see from the outside in. What’s true is that a well-done visual identity (logo and associated paraphernalia, at the a basic level) can help even a small local business stand out in a crowded field.
While other factors can often be roughly equivalent, a good brand can create the difference between the name a customer remembers and the one she forgets.
A full-blown identity system is a major effort. I've created visual systems for a few different clients, including companies like Healthgrades, Guardian Circle, and IntelliDEN.
Working with your organization, I can develop an identity system that meets your specific needs, from basic logo and typeface selections to collateral, signage, embroidery, and advertising guidelines.
There are as many different flavors of brand analysis and brand strategy as there are brand strategists. With some kind of documention or artifact as the end goal, I use a few different methodologies and tactics depending on the client and the organization's needs, including:
- Message assessment and development
- SWOT where appropriate
- Focus groups, customer research, user research
- Touchpoint mapping & analysis