Like evolution, branding is a process that keeps on going and refining itself. Companies have always wondered about when is it the right time to go for a branding. What questions inevitably swirl around the heads of business owners when they think about getting themselves a spanking new brand identity. Startup, established business or non-profit, all companies need to think about their brand management before they even embark on a brand identity.
‘A question I like to ask is how does the client envision the process that will enable a healthy brand management. How is that integrated into the ethos of the company and what resources will be available for the brand gatekeepers.’ – Juan Rosenfeldt, Executive Creative Director
These make for a perfect starting point for questions related to branding. Firms want to know how their brands will embody, how they’ll be managed and what are the tools available to keep their brand name going.
‘A Brand needs a Concept – and the Concept must become "Campaignable" over time. Brand Designer sometime forget because they are so enthusiastic there and now.’ – Kenneth Hansen, Owner, Blaane Guiding Brands
Everyone agrees that your brand needs a core concept. One that can serve as a blueprint for your brand to grow and evolve over time. Things get interesting when you put the branding question to a client and a designer:
Designer to client:
* What is your vision?
* do you want people to engage with your company?
* What is the budget and time frame?
Client to designer:
* you done work for this industry before? (Every industries have different needs, this question will help you to feel confident to your choice of designer or contrary.
* What is your process? (mapping out the plan of creation from brief to final delivery.)
What will you deliver? (this question will engage in a conversation to how big the project will become)
– Antonio Vergara Alvarez, Founder of Acid and Marble Brand
Questions about branding are as much about the economics as they are about a business’ end goals. It is foolish to divorce both the aspects when the designer and client sit down and brainstorm the ideal brand image to use in the project.
