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  • Arun Raj

Branding needs a spark of genius


Brand designing is the creative as well as the strategic process which needs an extraordinary mindset with a balance of Logic and Magic, Strategy and Design. Brand designing process demands combination of investigation, strategic thinking, design excellence, and project management skills. It requires an extraordinary amount of patience, and an urge to deliver the best in terms of strategy and design. It needs the ability to synthesise huge amount of informations from research and analysis to position the brand to the market.


The Branding Process includes

  1. Conducting Research.

  2. Developing Strategy.

  3. Designing Identity.

  4. Creating Touch points.

  5. Managing Assets.


Conducting Research: In branding process the most important part is the research part which helps to clarify vision, strategies, goals, and values stakeholders’ needs and perceptions. During this phase its need to undergo marketing, competitive, technology, legal, and language audits. Interviewing key management. Evaluating existing brands and brand architecture. Presenting audit readout


Developing Strategy: In this phase brand strategy is developed. Brand Strategy is a long term plan for the development of a successful brand.During this process we synthesize learnings, clarify brand strategy, develop a positioning platform, co-create brand attributes, write a brand brief, create a naming strategy, develop key messages and write a creative brief.


Designing Identity: During this phase the team visualise the conceived brand. This includes brainstorming big idea, designing brand identity, exploring applications, finalising brand architecture and presenting visual strategy. Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds.


Creating Touch Points: Brand touchpoint is an opportunity to increase awareness and build customer loyalty. It includes signages, business cards, websites, blogs, packing, public relations, communications, employee etc. This phase includes finalising identity design, developing look and feel, initiating trademark protection, prioritising and design applications, applying brand architecture.


Managing Assets: The proper application and management of brand identity is a crucial phase in branding process. This phase includes building synergy around the new brand, developing launch strategy and plan, developing standards and guidelines, nurturing the brand.



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