The basics of the Branding Building Process

The branding process if done right can produce very remarkable results. This process mostly includes research through thorough investigation, clarified strategy, excellent design and skills in project management. The process requires patience, enthusiasm and an ability to synthesize information, the only thing that changes from agency to agency is the the depth with each conducted phase, the time length, the size of the team and the resources allocated. It does not matter the nature of the client, or the complexity of the engagement, the branding process steps have to be met or the work will have no satisfying results.

Managing the process:

Perceptive project management demands leadership and creativity from both the client’s side and the agency’s side thus creating effective planning, coordination and analysis leaving both with a good understanding of time and money resources needed.

The length of the brand identity project is usually affected the client’s organization size, their business complexity, the type and the number of markets served, the nature of the problem the brand is seeking to fix, the legal requirements, the research required, the number of decision makers of the organization, the process of decision making and the number of applications the logo will have.

Measuring success:

Every positive experience with a brand helps in building its brand equity and customer relationship. Once you hit the market with your product and your target market responds positively towards it, and proceed to make it a necessity in their lives, then one can measure their success.


The recipes of great outcomes include vision, collaboration and commitment.  Collaboration is neither a compromise nor a consensus because it involves a thoughtful and a genuine focus on solving the problem in an interdependent and connected approach. Collaboration is like a think tank whereby various ideas are shared to solve a problem disregarding egos, status and stereotypes that may come from individuals so that a way forward is opened to solve a problem.

Decision making:

If done intelligently, it builds trust thus enabling the organization to make the right choices in building their brands. Decision making involves planning and it should be left to a small group of people that is led by the CEO. Most large group decisions tend to be conservative and less inspiring enhancing poor outcomes. It involves trusting yourself, the process and the team for decisions to be effective.

Intellectual property:

This refers to an intangible asset that is the result of creativity and includes patents, trademarks or copyrights towards protecting valuable brand assets. It is the responsibility of the trademark owner to monitor the market through safeguarding their product for infringement by other competitors.

Design management:

Brand builders: These are in the internal design department who drive the company towards the brand vision thus leading the organization to standards. Innovators: They serve as the primary counsel to both the executive team and the clients as they collaborate with the external agency for brand development. Strategist: They help to set the company priorities and lead efforts that are based on brand knowledge. Advisors: They execute against brand standards and thus add value in an effective way. Service providers: They execute the brand vision in the business as they sell the create material that helps you sell you products and services.