Once the ideation and creative process are successfully completed the next stage of brand development is important.
Brand Activation
It’s time to “activate” your brand, meaning it is time to create the brand touchpoints that your customers and prospects will see and interact with.
Brand touchpoints refer to the tools that are used in marketing and promoting your brand to the end user, such as your website, digital marketing, social media, newspaper advertisements and tangible brand touchpoints.
The first step is the development of a brand launch plan. This is a crucial step as the introduction of a new brand. If clients and business prospects interact with your brand in a physical space (like a shop or office), creating a brand experience that is in line with the overall brand strategy is also a critical touchpoint to address, such as instore branding and outdoor branding in line with your brand guidelines.
Creative Process
Once positioning it’s time to get creative with your ideas, in simple terms branding is in a nutshell. Nevertheless, without brand research and positioning, creative work will be all glamour with little substance.
Creative ideation is always done with positioning in mind. A logo is made to emphasize your brand idea or its purpose, sub-brands are created in accordance with the brand architecture, and messaging is created to communicate how your brand is diverse than your competitors.
At this stage, we develop the visual and verbal brand identity elements. Things like:
• Visual Identity – Your Identity (Logo)
• Visual Guidelines – How to use them consistently.
• Verbal Identity – Your brand tone and its communication
• Verbal Guidelines – How to use them consistently.
• Brand Assets + Files – Your corporate stationery, Letterhead, business cards, envelopes etc..
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