If you didn't already, check out my last post for the first in this series of Brand Identity How To!
After brand strategy comes your creative brief. A creative brief needs to encapsulate the brand strategy, but should always be pithy. Designers don’t want to be reading through pages of research.
I create a condensed brand model, a one pager for designers to understand clearly:
the brand goal 💡
key insights 📊
brand truth 💖
positioning 💫
personality and values 🤩
It’s essential your brief is clear and that you talk it through with the designer. A brainstorm session can benefit all parties so everyone’s on the same page.
Creating a style board is a great way to translate the brief in creative terms. What fonts and colours work for the brand personality? Does the font need to look fun or to be taken more seriously?
Start by gathering imagery and researching other brands across different sectors that align with yours. This is a great way to see your brand come to life and set the brand style. Be aware of trends, but never be sidetracked by them.
Your brand identity needs to visually communicate what your brand promise is and needs to appeal to your target market.
Come back later for part 3️⃣