A Brand (or Branding)refers to the perceived image and subsequent emotional response to
a company, its products and services. It also represents the
conversation that customers are having with each other about the
company, and how that spreads
What to Consider before Designing a Brand
1. How is the brand perceived against competitors in the market for
products and services you're looking to provide?
2. What is the positioning statement of your brand? Answer the
what, how, to whom, where, why and when questions.
3. What is the heritage of your product type, and the origin(s) of
it's ingredients and fabrication process?
4. Who is your audience? Are they digitally savvy? Where will your
products/services have contact with them? How do you want that
contact experience to make them feel, take action and think about
5. What values & beliefs should the brand have about the
business and it's mission in the world? If the brand was a person,
what would it's personality be? How would it look, act and talk?
6. What benefits do you want customers to associate with your
brand? What is the vision of the brand that you want to create?
7. Other brand image concerns: market awareness, emotional
associations, value to the consumer, brand perception vs. consumer
behavior, changes desired in the brand-consumer relationship over
Brief for Brand Designers in China
It's important to have a design (or creative) brief if the brand
identity project is bigger than one designer doing work for a small
local business. A design brief should contain summaries from the
research phase, such as: target audience(s), messaging objectives,
values and mission of the brand, and the brand's products/services
offering. It should also include budget, project schedule, file
formats for delivery, and other practical needs.
Monitoring & Rebranding for Your Brand
Lastly, after a new brand identity has launched, it's important to
monitor and care for it, as it's a living and breathing thing that
interacts with your customers. Honestly, that's a loaded statement
as there are many ways to properly care for a brand. Regardless,
over time, if your target audience shifts, the market evolves, or
the brand's products and services change, it may be time for a
rebrand. The main challenge with rebranding is trying to maintain
familiarity and consistency so that your customers will remember
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