Presenting a consistent and coherent image to the world demands that many aspects of an organisation are considered and designed so that they fit together as part of a whole. Conceiving and representing a brand is therefore a careful interplay between a number of design disciplines, ranging from strategic consultancy at the top level, right down to the choice of paper used for stationery and packaging.

The following elements and components provide an overall brand experience:

Business strategy
Brand strategy and identity
Physical and virtual environments
Sales process
People and culture
Products and services

This illustrates areas of expertise that brand designers might be involved in and shows that a multidisciplinary approach is needed to build and manage brands.

Techniques and tools

Brand design may involve research, strategy, design, implementation and ongoing brand management, each drawing on different design skills, as well as roles within the client company itself, such as brand management and marketing. Broadly speaking, a brand design process starts with research, moves to concept generation (or a reassessment of the current brand), followed by creative design work based on a chosen concept and ending with design implementation. For larger organisations this process may be ongoing.

The concept stage will typically involve discussions about the business, its products and services, their position in the market, its competitors, its history and aspirations for the future. This may well start with interviews with senior management. Market research and customer surveys may also be used to help build up a picture of the organisation and how it is perceived, as well as how it relates to competitors. From here, we can can start to define the brand ‘essence’ and personality – the tone, character and purpose that can run through all the elements developed in the design phase, whether graphical, digital or physical.

HOW CAN REDFIRE HELP WITH YOUR BRANDING:

Redfire has significant experience in brand development and brand design. We look at brand building in a very strategic manner ensuring our brand development work elevates your unique point of difference and brand personality to the forefront. If you're looking for brand developers who are passionate with all things branding, then we would be the ideal brand agency you should consider. We cover everything from brand strategy, brand design, brand identity, rebranding, brand management, brand marketing through to product branding.